Natural Foods Stores
Chapter five examines natural foods stores that sold vegetarian and organic products with the goal of advancing the causes of environmentalism, animal rights, and pacifism. Natural foods sellers understood their small, independent storefronts as ethical alternatives to American supermarkets and agribusinesses’ relentless pursuit of profit through exploitative labor and environmentally destructive systems of production and distribution. Like feminist businesses, natural foods stores were eager practitioners of cooperative ownership and collective management. By the late 1970s, the natural foods market had become more lucrative than anyone could have imagined a decade earlier. Yet as companies like Whole Foods Market aggressively pursued profits in the 1980s and ‘90s, they would move far from natural foods sellers’ original values of shared ownership, democratic workplaces, and collaboration with social movements.