Key Takeaways:

• Chronicles the eccentric pioneers of the natural-foods world—entrepreneurs, dreamers, rebels—who went from running humble co-ops to reshaping the modern grocery aisle.
• Shows how idealism collided with capitalism as the movement scaled, for better and worse.
• Reveals the behind-the-scenes stories that explain why “organic” and “natural” became household words—and where those words lost their soul.
• Reads like the oral history of a cultural revolution delivered through the eyes of the people who built it.