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Building Nature's Market: The Business and Politics of Natural Foods
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Building Nature's Market: The Business and Politics of Natural Foods (Hardback)

£79.00
Pre-order. Despatched on publication 05/12/2018

Synopsis

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.

BusinessIndustry & industrial studiesManufacturing industriesFood manufacturing & related industriesPhilosophy, Psychology & Social SciencesSociology Publisher: The University of Chicago Press Publication Date: 05/12/2018 ISBN-13: 9780226501239  Details: Type: Hardback Format: Books
Availability: Pre-order. Despatched on publication 05/12/2018 Login for Quick Checkout Pre-Order

Laura J. Miller is associate professor of sociology at Brandeis University. She is the author of Reluctant Capitalists: Bookselling and the Culture of Consumption, also published by the University of Chicago Press.

More books by Laura J. Miller

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