In this engaging inquiry, originally published in 1989 and now
fully updated for the twenty-first century, Warren J. Belasco
considers the rise of the "countercuisine" in the 1960s, the
subsequent success of mainstream businesses in turning granola,
herbal tea, and other "revolutionary" foodstuffs into profitable
products; the popularity of vegetarian and vegan diets; and the
increasing availability of organic foods.
From reviews of the previous edition:
"Although Red Zinger never became our national drink, food and
eating changed in America as a result of the social revolution of
the 1960s. According to Warren Belasco, there was political ferment
at the dinner table as well as in the streets. In this lively and
intelligent mixture of narrative history and cultural analysis,
Belasco argues that middle-class America eats differently today
than in the 1950 because of the way the counterculture raised the
national consciousness about food." Joan Jacobs Brumberg, The
Nation
"This book documents not only how cultural rebels created a new
set of foodways, brown rice and all, but also how American
capitalists commercialized these innovations to their own economic
advantage. Along the way, the author discusses the significant
relationship between the rise of a 'countercuisine' and feminism,
environmentalism, organic agriculture, health consciousness, the
popularity of ethnic cuisine, radical economic theory, granola
bars, and Natural Lite Beer. Never has history been such a good
read " The Digest: A Review for the Interdisciplinary Study of
Food
"Now comes an examination of . . . the sweeping change in
American eating habits ushered in by hippiedom in rebellion against
middle-class America. . . . Appetite for Change tells how the food
industry co-opted the health-food craze, discussing such hip
capitalists as the founder of Celestial Seasonings teas; the rise
of health-food cookbooks; how ethnic cuisine came to enjoy new
popularity; and how watchdog agencies like the FDA served,
arguably, more often as sleeping dogs than as vigilant ones."
Publishers Weekly
"A challenging and sparkling book. . . . In Belasco's analysis,
the ideology of an alternative cuisine was the most radical thrust
of the entire counterculture and the one carrying the most
realistic and urgently necessary blueprint for structural social
change." Food and Foodways
"Here is meat, or perhaps miso, for those who want an overview
of the social and economic forces behind the changes in our food
supply. . . . This is a thought-provoking and pioneering
examination of recent events that are still very much part of the
present." Tufts University Diet and Nutrition Letter"
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