Joe Dobrow presents his new book Natural Prophets: From Health Foods to Whole Foods — How the Pioneers of the Industry Changed the Way We Eat and Reshaped American Business.
From a handful of local co-ops in the '60s to an $88 billion industry with double-digit annual growth, the natural and organic foods industry is one of the most remarkable stories in American business history. Trailblazers like Celestial Seasonings, Stonyfield Farms, and Whole Foods openly challenged the interests of Big American Agribusiness, transformed food manufacturing and retailing, and re-wrote the playbook for small entrepreneurs. Dobrow 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. Natural Prophets
is the account of these upstarts and the lessons we can learn about management, marketing, and entrepreneurial growth from an industry that continues to change the way we eat, live, and think about ourselves. ABOUT THE AUTHOR
JOE DOBROW has been at the marketing helm of some of the most progressive brands of the last two decades. He is particularly well known within the natural foods industry, having served as the head of marketing for Fresh Fields, Whole Foods Market, Balducci's and Sprouts Farmers Market. He was also a top marketing executive at Flexcar (now known as Zipcar), and Discovery Channel.