Who would have thought that a natural food supermarket
could have been a financial refuge from the dot-com bust? But it
had. Sales of organic food had shot up about 20 percent per year
since 1990, reaching $11 billion by 2003 . . . Whole Foods managed
to sidestep that fray by focusing on, well, people like me.
Organic food has become a juggernaut in an otherwise sluggish food
industry, growing at 20 percent a year as products like organic
ketchup and corn chips vie for shelf space with conventional
comestibles. But what is organic food? Is it really better for you?
Where did it come from, and why are so many of us buying it?
Business writer Samuel Fromartz set out to get the story behind
this surprising success after he noticed that his own food choices
were changing with the times. In Organic, Inc., Fromartz
traces organic food back to its anti-industrial origins more than a
century ago. Then he follows it forward again, casting a spotlight
on the innovators who created an alternative way of producing food
that took root and grew beyond their wildest expectations. In the
process he captures how the industry came to risk betraying the
very ideals that drove its success in a classically complex case of
free-market triumph.
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