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Books > Social sciences > Sociology, social studies > Social institutions
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Building Nature's Market - The Business and Politics of Natural Foods (Paperback)
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Building Nature's Market - The Business and Politics of Natural Foods (Paperback)
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For the first 150 years of their existence, "natural foods" were
consumed primarily by body-builders, hippies, religious sects, and
believers in nature cure. And those consumers were dismissed by the
medical establishment and food producers as kooks, faddists, and
dangerous quacks. In the 1980s, broader support for natural foods
took hold and the past fifteen years have seen an explosion
everything from healthy-eating superstores to mainstream
institutions like hospitals, schools, and workplace cafeterias
advertising their fresh-from-the-garden ingredients.Building
Nature's Market shows how the meaning of natural foods was
transformed as they changed from a culturally marginal, religiously
inspired set of ideas and practices valorizing asceticism to a
bohemian lifestyle to a mainstream consumer choice. Laura J. Miller
argues that the key to understanding this transformation is to
recognize the leadership of the natural foods industry. Rather than
a simple tale of cooptation by market forces, Miller contends the
participation of business interests encouraged the natural foods
movement to be guided by a radical skepticism of established
cultural authority. She challenges assumptions that private
enterprise is always aligned with social elites, instead arguing
that profit-minded entities can make common cause with and even
lead citizens in advocating for broad-based social and cultural
change.
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