The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue

The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue

by David Sax
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The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue (Plus Baconomics, Superfoods, and Other Secrets from the World of Food Trends) 4 out of 5 based on 0 ratings. 1 reviews.
Jason_A_Greer More than 1 year ago
The Tastemakers is an interesting investigation into how foods, particularly quick serve, and presentations of them become popular within the last 20 years in American life. Beginning with the cupcake trend, inspired by the show, Sex and the City, to covering such topics as food trucks, gourmet hamburgers, quinoa, chia seeds, heirloom rice, pomegranate, south Asian food, etc., come in to popular focus, like a storm, then recede again, as if never there. The strength of this work is its real investigation, from coast to coast, with extensive interviews, of the folks at the point of literally making new tastes. Much of post - WWII, American mass food culture gained a reputation of steady, dependable, and generally bland - perhaps with a little bit of French food in some larger cities and with every town of any size having a 'fine dining' steak house. The Tastemakers shows how that stranglehold was broken in the 90's, and is continuing in some really unpredictable ways, and shows how some things become popular, like gourmet burgers, and some things have the promise to, but never quite catch on, like Indian food in general culture. As a book, this reads like a 270+ page, long form journalism story. There isn't a strong unifying theme here, but more of features and investigations of particular food types and why they have or have not become popular in the general culture. With the explosion of food expressions over the last 20 years, across the country, this is a worthwhile attempt to explain how that has happened, and how entrepreneurs up to larger corporations have attempted to adapt and lead.