"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."

2013 Reprint of 1950 Edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. There are four ancient histories of China. The second oldest is the Han Shu, the "Book of Han," which is divided into the Former Han and Later Han dynastic histories. Chapter 24 of the Former Han Shu, dealing with food and money, comprises the bulk of this scholarly work. The value of the "Book of Han" lies in the fact that it was written shortly after the period which it describes (the Former Han Dynasty covers the period from 206 B.C. to A.D. 19). The historian had access to materials which have since been lost and, what is more, was in a position to reproduce faithfully the spirit of the era. The shortcomings are, from an economist's point of view, the lack of systematic specific in- formation on prices and on forms of economic activity. Nevertheless, Han Shu 24 makes interesting reading. The author(s) recorded the then prevalent belief that agriculture is the basis of all endeavor and that trade is a somewhat superfluous, and often wicked, enterprise. Another idea preserved for posterity is that the forces of the market have to be contained. During the Han period a number of emperors instituted complicated price-equalization programs for agricultural commodities, and one of the early Han rulers unequivocally recognized that the demand for agricultural commodities was highly inelastic. The orientation of this probably definitive translation is toward the Chinese language scholar and, in a lesser way, toward the historian. The additional commentaries, of which there are a number in the book, are slanted the same way.

How can you develop a world class dining program that meets the unique social architecture and dining objectives of your campus? How can you negotiate effectively with food service providers if you let them hold all the cards? Your campus is likely settling for a mediocre dining program that is adversely effecting you recruitment and retention of students and alumni while leaving millions of dollars on the table because the food service providers have all the knowledge and bargaining power. David's unique approach, vision, and negotiating style has guided North America's top schools to independently create revolutionary dining programs that maximize student participation, increase student and alumni retention.... all while improving a self operated dining program or facilitating a food service provider operator selection process that guarantees high levels of student participation, accountability and protects/produces millions for their campuses.

In Portland, Oregon, coffee is more than just a beverage, it is an essential part of the city's character. Under oft-gray skies, independent roasters and cafes flourish, providing a wide array of styles and tastes for discerning Portlanders to choose from. The celebrated Portland coffee culture attracts visitors from around the world, who come to explore the diverse options and find inspiration for bringing great coffee to their own cities. In Caffeinated PDX: How Portland became the Best Coffee City in America, author Will Hutchens tells the stories of the people and companies that pushed Portland to the forefront of the specialty coffee scene. He travels around the city, talking to a wide variety of coffee professionals and capturing their passion for roasting, selling, and brewing some of the finest coffees in the world. He attends cuppings, goes to barista school, and volunteers at barista competitions to better understand what's so special about specialty coffee. Using Portland as the model, Hutchens also explains the phenomenon known as third-wave coffee, a worldwide movement to improve coffee quality from origin to cup. Full of anecdotes and insights into the minds of Portland's coffee leaders, as well as some lesser-known personalities, Caffeinated PDX is an enjoyable read for people who love coffee, for people who love Portland, or for anyone who appreciates a good story.

A lively cultural history that explores how candy in America became food and how food became more like candy
Many adults who wouldn't dream of indulging in a Snickers bar or jelly beans feel fine snacking on sports bars and giving their children fruit snacks. For most Americans, candy is enjoyed guiltily and considered the most unhealthy thing we eat. But why? Candy accounts for less than ten percent of the added sugar in the American diet. And at least it's honest about what it is--a processed food, eaten for pleasure, with no particular nutritional benefit. What should really worry consumers is the fact that today every aisle in the supermarket contains highly manipulated products that have all the qualities of candy. So how did our definitions of food and candy come to be so muddled?
"Candy" tells the strange, fascinating story of how candy evolved in America and how it became a scapegoat for all our fears about the changing nature of food. Samira Kawash takes us from the moral crusaders at the turn of the century, who blamed candy for everything from poisoning to alcoholism to sexual depravity; to the reason why the government made candy an essential part of rations during World War I (and how the troops came back craving it like never before); to current worries about hyperactivity, cavities, and obesity.
"Candy" is an essential, addictive read for anyone who loves lively cultural history, cares about food, and wouldn't mind feeling a bit better about eating candy.

A nonfiction legal thriller that traces the fourteen-year struggle of two lawyers to bring the most powerful coal baron in American history, Don Blankenship, to justice

Don Blankenship, head of Massey Energy since the early 1990s, ran an industry that provides nearly half of America's electric power. But wealth and influence weren't enough for Blankenship and his company, as they set about destroying corporate and personal rivals, challenging the Constitution, purchasing the West Virginia judiciary, and willfully disregarding safety standards in the company's mines--in which scores died unnecessarily.

As Blankenship hobnobbed with a West Virginia Supreme Court justice in France, his company polluted the drinking water of hundreds of citizens while he himself fostered baroque vendettas against anyone who dared challenge his sovereignty over coal mining country. Just about the only thing that stood in the way of Blankenship's tyranny over a state and an industry was a pair of odd-couple attorneys, Dave Fawcett and Bruce Stanley, who undertook a legal quest to bring justice to this corner of America. From the backwoods courtrooms of West Virginia they pursued their case all the way to the U.S. Supreme Court, and to a dramatic decision declaring that the wealthy and powerful are not entitled to purchase their own brand of law.

"The Price of Justice" is a story of corporate corruption so far-reaching and devastating it could have been written a hundred years ago by Ida Tarbell or Lincoln Steffens. And as Laurence Leamer demonstrates in this captivating tale, because it's true, it's scarier than fiction.

Real Dirt is a groundbreaking book for any reader interested in learning more about where food comes from. Harry Stoddart shares years of experience and knowledge in his quirky dissection of agriculture and what we eat. Among his many achievements, he has developed a farming system he believes is the starting point for genuinely sustainable agriculture. A sixth-generation farmer, Harry bought his parent s swine confinement animal feeding operation two decades ago. He converted the farm to be a certified organic system and then to a new one he feels will transform the way we raise and grow our food. He shares this story and more with readers in Real Dirt: An Ex-industrial Farmer s Guide to Sustainable Eating. Harry tackles the major food industry problems, delving into the science and economic issues surrounding sustainable farming. He navigates the whys and hows of GMOs, resistance-building doses of antibiotics, pesticides, and confinement animal housing, while elaborating on how he damaged the environment more in his first years as an organic farmer than as a conventional farmer. Harry skillfully educates eaters about how they can individually participate in and demand sustainable agriculture. Real Dirt challenges consumers to choose a better future for food production. I found it very persuasive on many points. Also well written and clear and funny. Congratulations-- it's an important contribution to the conversation. -Michael Pollan, Author of Cooked: A Natural History of Transformation (2013) and New York Times bestseller Food Rules: An Eater s Manual (2010) The most important person to read the message contained in these pages is every consumer, and that's you Your life will be better for it .You may be shocked but you won't be disappointed. Elwood Quinn, La Ferme Quinn, Rare Breeds Canada Real Dirt] provides the casual reader with a thoughtful and deeper understanding as to how society can have an impact on the way our food is produced . Read it you will be informed, entertained and find a personal role for your involvement in our food production practices. Dr. Frank Ingratta, Retired Deputy Minister of Agriculture, Food and Rural Affairs, Ontario Real Dirt is a thoughtful and well researched look at our agriculture and food system Real Dirt is a must read for anyone who is actually interested in learning about and discussing how to improve our food system for the long term. Rob Hannam, Owner, Synthesis Agri-Food Network