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'Natural Prophets' - the lucrative business of health foods

by AirTalk®

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A customer shops for produce at a Whole Foods Market February 22, 2007 in San Francisco, California. Justin Sullivan/Getty Images

How did the organic and health food movement turn a few idealist eaters into a culture of whole foods devotees? In his new book, Natural Prophets, author, management expert, and marketer Joe Dobrow traces the history of health food through decades, chronicling the proliferation of natural food businesses like Trader Joe’s, Whole Foods, Stonyfield Farm, and others.

Dobrow explores the trends that have change the way we eat: organic food, sustainable production, and more.

How did these trend expand from niche markets into mainstream, conventional food manufacturers? How as the American palate adapted to new trends in food? Where will the health food market expand in coming years?


Joe Dobrow, Author, “Natural Prophets: From Health Foods to Whole Foods;” Former marketing executive for Fresh Fields, Whole Foods Market, Balducci’s and Sprouts Farmers Market

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