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Natural Prophets: From Health Foods to Whole Foods -- How the Pioneers of the Industry Changed the Way We Eat and Reshaped American Businessby Joe Dobrow
Synopses & Reviews
From a handful of idealistic farmers and local co-ops in the 1960s to the domination of juggernauts like Whole Foods, the wild success of the natural and organic foods industry proves that principled business is not just possible, but profitable. With nearly unfettered double-digit annual growth, the development of this now-$88 billion industry is one of the most remarkable untold stories in American business history.
Trailblazers like Mo Siegel of Celestial Seasonings, Gary Hirshberg of Stonyfield Farms, and John Mackey of Whole Foods openly challenged the interests of Big American Agribusiness, transformed food manufacturing and retailing, and re-wrote the playbook for small entrepreneurs. Dobrow, a 20-year veteran of the natural foods industry who had a front row seat (and backstage pass) to much of the upheaval and expansion he describes, characterizes the radical vision of these "natural prophets" as one part anti-industrial activism, one part bold opportunism, and one part new-era marketing genius.
The triple bottom line — people, planet, profit — emerged as a major new lodestone for successful, values-based business practices. Natural Prophets is a fascinating narrative account of these upstart Davids — their failures and their unprecedented successes — that distills lessons about management, marketing, and entrepreneurial growth, and offers a lively, urgent profile of an industry that continues to change the way we eat, the way we live, and the way we think about ourselves.
"Joe Dobrow's account of the birth and boom of America's natural/organic food industry is not merely about a spectacular business phenomenon. It is a very human story that introduces us to the minds and hearts of entrepreneurs who created gastronomic empires out of high-flown ideals. Their improbable rise to fortune and fame, keenly framed in the context of the late 20th century's cultural upheavals, is history at its most compelling." Michael and Jane Stern, authors of Roadfood, NY Times bestselling Elvis World and The Encyclopedia of Bad Taste, and weekly contributors to public radio's The Splendid Table
"Like all good Bible stories, Joe Dobrow's history of the Natural Foods movement starts in the darkness and moves to the light. It makes the connection between what we take in, and the quality of what comes out. Thanks Joe, I feel better already." Paco Underhill, author of Why We Buy and What Women Want and founding president of Envirosell
"While primarily focused on companies and their founders, Dobrow succeeds in relating changes in the natural foods industry with concurrent social and dietary movements. His surprisingly interesting, well-written, and well-researched chronology offers a social and corporate history spotlighting large U.S. natural food stores and manufacturers." Library Journal
"A lively, informative look at the transformative potential of a mission-driven niche industry." Kirkus Reviews
About the Author
Joe Dobrow is a marketer, management scholar, historian, and journalist with two decades of experience as a top executive with some of the most prominent natural foods retailers in the U.S., including Whole Foods and Sprouts Farmers Market. A graduate of Brown and the Yale School of Management, Dobrow is the recipient of numerous awards, including Advertising Ages Eco-Marketer of the Year (2007) and the Hub Prize for Retail Excellence (2011, 2012). He lives near Phoenix, Arizona, and in the Washington D.C. area.
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Business » Business Profiles