Year of Graduation


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Restricted Access Thesis

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First Advisor

David Hecht


Greening the Market: Natural Groceries from the Countercuisine to Whole Foods is a history of the natural foods industry from the 1960s until the early 2000s. This thesis examines the countercuisine, a dynamic network of food co-ops, natural food stores, and alternative eateries that flourished in countercultural enclaves during the 1960s and 1970s. Ultimately, this thesis discerns how Whole Foods Market, the first natural foods supermarket, employed countercultural aesthetics, rhetoric, and practices while also appealing to mainstream consumers and business investors to become the multi-billion dollar company that it is today. This thesis concludes with a critical analysis of Whole Foods Markets' print and digital media to reveal the logics that undergird the company's brand mythology.


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