Dobrow, a 20-year veteran of the natural foods industry who had a front row seat (and backstage pass) to much of the upheaval and expansion he describes, 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. The triple bottom line—people, planet, profit—emerged as a major new lodestone for successful, values-based business practices.
Natural Prophets is a fascinating narrative account of these upstart Davids—their failures and their unprecedented successes—that distills lessons about management, marketing, and entrepreneurial growth, and offers a lively, urgent profile of an industry that continues to change the way we eat, the way we live, and the way we think about ourselves.
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Excerpted from "Natural Prophets"
Copyright © 2014 Joe Dobrow.
Excerpted by permission of Potter/Ten Speed/Harmony/Rodale.
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Table of Contents
Prologue: The Tipping Point vii
Chapter 1 The Milkman or the Cow 1
Chapter 2 A Few Gnarly Pieces of Fruit 25
Chapter 3 The Rise of the High-Minded Idealists 46
Chapter 4 The Boulder Mafia 81
Chapter 5 Spontaneous Combustion 109
Chapter 6 Land of Opportunism 141
Chapter 7 Cult of Competition 177
Chapter 8 Dueling Business Models 208
Chapter 9 From Co-Op to Co-Optation to Clout 240