The essay discusses the role of the Whole Foods supermarket chain in the rise of ethical food consumption ideology in the U.S., specifically focusing on the way the grocery chain has appropriated this counter-cultural ideal as a means to increase profit. The increased popularity of the store among U.S. baby boomers is extensively analyzed. Broadly, the author is concerned with the ways in which such health food stores connect consumer culture with larger globalizing economic trends.
The Journal of Popular Culture
Serazio, Michael, "Ethos groceries and countercultural appetites: Consuming memory in Whole Foods’ brand utopia" (2011). Communication Faculty Publications. 11.
Serazio, Michael. 2011. Ethos groceries and countercultural appetites: Consuming memory in Whole Foods’ brand utopia. The Journal of Popular Culture 44 (1) 158-177.
Copyright 2011 Wiley-Blackwell.
This is a pre-print of an article accepted for publication in The Journal of Popular Culture (44, 1, 2011). The definitive version is available at www3.interscience.wiley.com