Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface and Acknowledgments ix
4. Chapter One. Markets and Movements 1
5. Chapter Two. Escaping Asceticism: The Birth of the Health Food Industry 22
6. Chapter Three. Living and Working on the Margins: A Countercultural Industry Develops 54
7. Chapter Four. Feeding the Talent: The Path to Legitimacy 84
8. Chapter Five. Questioning Authority: The State and Medicine Strike Back 110
9. Chapter Six. Style: Identifying the Audience for Natural Foods 141
10. Chapter Seven. Drawing the Line: Boundary Disputes in the Natural Foods Field 171
11. Chapter Eight. Cultural Change and Economic Growth: Assessing the Impact of a Business-Led Movement 203
12. Source Abbreviations 225
13. Notes 227
14. References 243
15. Index 267