Organic, Inc.: Natural Foods and How They Grew

Samuel Fromartz, a business writer, traces the organic food industry back to its anti-industrial origins over a century ago. He highlights the innovators who created an alternative production method that grew beyond expectations. The book examines how these pioneers established a market that eventually faced backlash regarding the true meaning of organic certification. Fromartz organizes his narrative through specific case studies and historical periods. Chapters such as Humus worshippers explore early agricultural philosophies, while The organic method uses strawberries to compare production styles. A local initiative details farm-to-market efforts, and Mythic manufacturing connects health and spirituality to breakfast cereals. Consuming organic analyzes consumer motivations, showing why people buy these products. This work suits readers interested in the business history of natural foods and the tension between idealism and commerce. It may not appeal to those seeking practical cooking advice or current dietary guidelines. The text relies on historical records and industry analysis rather than personal anecdotes. Fromartz shows how some producers compromised original ideals during the sector's meteoric rise, offering a clear view of the natural foods marketing landscape.