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The Organic Profit: Rodale and the Making of Marketplace Environmentalism
Where did the curious idea of buying one’s way to sustainability come from? In no small part, the answer lies in the story of entrepreneurial health reformer J. I. Rodale, his son Robert Rodale, and their company, the Rodale Press. These early advocates of organic gardening cultivated a niche for natural health products in the 1950s, organized the emerging marketplace for organic foods in the 1960s, and in the process published an endless supply of advice books on diet and health.

Rodale’s marketplace environmentalism brought environmentally minded consumers together and taught Americans how to grow food, eat, and live in arguably more earth-friendly ways. Yet the market has proved more effective at addressing individual health concerns than improving public health at large, as liable to champion untested, ineffectual health supplements as to challenge the indiscriminate use of dangerous pesticides. For anyone trying to make sense of the complex tensions between business profits and the desire for environmental reform, The Organic Profit is essential reading.

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The Organic Profit: Rodale and the Making of Marketplace Environmentalism
Where did the curious idea of buying one’s way to sustainability come from? In no small part, the answer lies in the story of entrepreneurial health reformer J. I. Rodale, his son Robert Rodale, and their company, the Rodale Press. These early advocates of organic gardening cultivated a niche for natural health products in the 1950s, organized the emerging marketplace for organic foods in the 1960s, and in the process published an endless supply of advice books on diet and health.

Rodale’s marketplace environmentalism brought environmentally minded consumers together and taught Americans how to grow food, eat, and live in arguably more earth-friendly ways. Yet the market has proved more effective at addressing individual health concerns than improving public health at large, as liable to champion untested, ineffectual health supplements as to challenge the indiscriminate use of dangerous pesticides. For anyone trying to make sense of the complex tensions between business profits and the desire for environmental reform, The Organic Profit is essential reading.

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The Organic Profit: Rodale and the Making of Marketplace Environmentalism

The Organic Profit: Rodale and the Making of Marketplace Environmentalism

The Organic Profit: Rodale and the Making of Marketplace Environmentalism

The Organic Profit: Rodale and the Making of Marketplace Environmentalism

Overview

Where did the curious idea of buying one’s way to sustainability come from? In no small part, the answer lies in the story of entrepreneurial health reformer J. I. Rodale, his son Robert Rodale, and their company, the Rodale Press. These early advocates of organic gardening cultivated a niche for natural health products in the 1950s, organized the emerging marketplace for organic foods in the 1960s, and in the process published an endless supply of advice books on diet and health.

Rodale’s marketplace environmentalism brought environmentally minded consumers together and taught Americans how to grow food, eat, and live in arguably more earth-friendly ways. Yet the market has proved more effective at addressing individual health concerns than improving public health at large, as liable to champion untested, ineffectual health supplements as to challenge the indiscriminate use of dangerous pesticides. For anyone trying to make sense of the complex tensions between business profits and the desire for environmental reform, The Organic Profit is essential reading.

Product Details

ISBN-13: 9780295745015
Publisher: University of Washington Press
Publication date: 02/17/2020
Series: Weyerhaeuser Environmental Books
Edition description: Reprint
Pages: 296
Product dimensions: 6.00(w) x 9.00(h) x (d)
Age Range: 18 Years

About the Author

Andrew N. Case is an environmental historian, grantwriter, and interdisciplinary teacher.

Table of Contents

Foreword: The Organic Citizen Consumer Paul S. Sutter vii

Acknowledgments xiii

Note to Readers xvii

Introduction Back to the Garden, through the Market 3

1 Pay Dirt: Making a Method and a Market 17

2 Adventures in Self-Diagnosis: Science and Experience in the Prevention Marketplace 55

3 Our Poisoned Earth and Sky: Organic Citizens and Consumers 98

4 Organic Living: Marketplace Environmentalism in Organic America 148

5 A Whole New You: Making the Marketplace Mainstream 180

Conclusion A Consuming Vision 209

Notes 223

Selected Bibliography 249

Index 259

What People are Saying About This

Adam Rome

"The Organic Profit is a provocative history. J. I. Rodale and his son Robert built a successful business by promoting what they considered a healthier, more sustainable lifestyle, and Andrew Case shows that their efforts raise important questions about the market as a driver of environmental reform."

Geoffrey Jones

"This book deserves a wide readership for its nuanced discussion on the evolving tensions between environmentalism and capitalism. Excellent historical scholarship and compelling contemporary relevance."

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