"Natural" goodness

Joe Dobrow charts the remarkable growth of natural foods over the past 15-plus years in an enlightening volume, "Natural Prophets: From Health Foods to Whole Foods - How the Pioneers of the Industry Changed the Way We Eat and Reshaped American Business."

Having worked with companies such as Fresh Fields, Whole Foods, Balducci's and Sprouts, the longtime marketing exec offers valuable insight on how consumer demands evolve and the ways in which organic food producers work to meet these changes. 

Dobrow introduces key moments and players, combining history and sociology with "biographical memoir and corporate profile." He explores the influence of widespread critiques of chemical agriculture such as Rachel Carson's "Silent Spring" and, more recently, Michael Pollan's "The Omnivore's Dilemma." 

The author also profiles forerunners behind some name brands, including Mo Siegel, who started Celestial Seasonings in Colorado, and Bob Moore, who turned Bob's Red Mill "into a $120 million business selling a wide variety of wholesome stone-ground grains, flours, and cereals," among others. 

Their stories prove interesting and their continued success reflects the increasing popularity of the industry as a whole. 

(A version of this review appeared originally at Publishers Weekly.)