The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue (Plus Baconomics, Superfoods, and Other Secrets from the World of Food Trends), by David Sax
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The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue (Plus Baconomics, Superfoods, and Other Secrets from the World of Food Trends), by David Sax
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Tastemaker, n. Anyone with the power to make you eat quinoa.
Kale. Spicy sriracha sauce. Honeycrisp apples. Cupcakes. These days, it seems we are constantly discovering a new food that will make us healthier, happier, or even somehow cooler. Chia seeds, after a brief life as a novelty houseplant and I Love the ’80s punchline, are suddenly a superfood. Not long ago, that same distinction was held by pomegranate seeds, açai berries, and the fermented drink known as kombucha. So what happened? Did these foods suddenly cease to be healthy a few years ago? And by the way, what exactly is a "superfood" again?
In this eye-opening, witty work of reportage, David Sax uncovers the world of food trends: Where they come from, how they grow, and where they end up. Traveling from the South Carolina rice plot of America’s premier grain guru to Chicago’s gluttonous Baconfest, Sax reveals a world of influence, money, and activism that helps decide what goes on your plate. On his journey, he meets entrepreneurs, chefs, and even data analysts who have made food trends a mission and a business. The Tastemakers is full of entertaining stories and surprising truths about what we eat, how we eat it, and why.
The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue (Plus Baconomics, Superfoods, and Other Secrets from the World of Food Trends), by David Sax- Amazon Sales Rank: #4610251 in Books
- Published on: 2015-11-03
- Formats: Audiobook, MP3 Audio, Unabridged
- Original language: English
- Number of items: 1
- Dimensions: 6.75" h x .50" w x 5.25" l,
- Running time: 11 Hours
- Binding: MP3 CD
Review “Entertaining… Sax has seized on a big, juicy topic, and is at his best in on-the-scene reporting, where the brisk, funny, assured voice that earned him many fans…keeps us galloping through the aisles… Sax is great company, a writer of real and lasting charm… The Tastemakers will leave readers wondering about how susceptible we are to the charms of any new food—and how long we’re likely to stay captivated.”—New York Times Book Review“Sax…embarks on a lively culinary your of America, consulting chefs, producers, foodies, food buyers, and trend forecasters to find out why one day sriracha sauce is all the rage, and the next, people are adding kale to every meal.”—The Economist“Sax has done his homework—and probably put on a few pounds. A solid overview of trendsetting foods brought to life with colorful examples.”—Kirkus Reviews“Sax declares, food trends, though sometimes annoying, deepen and expand our cultural palate, spur economic growth, provide broad variety in our diets, and promote happiness.”—Publishers Weekly“David Sax has written a fascinating and surprising story of why we eat what we eat. It’s a tale of overhyped chia seeds, rebranded fish, and unseen influencers. I will never again look at a grocery store aisle or my restaurant entree the same way.”—A.J. Jacobs, New York Times bestselling author of The Year of Living Biblically and Drop Dead Healthy“With forensic specificity, and, better still, a terrific sense of fun, David Sax explains precisely how foods du jour such as cupcakes, Greek yogurt, and Korean tacos ‘happened.’ The trends may seem silly, but The Tastemakers is not. Sax has given this gastro-exuberant time the whizzy, full-gallop treatment it deserves.” —David Kamp, bestselling author of The United States of Arugula“They say there’s no accounting for taste, but David Sax makes sense of the mysterious forces that shape our personal food preferences, through stories so absorbing and witty that I wasn’t even sorry to discover that my taste buds are hardly my own. I devoured The Tastemakers like an oat bran muffin in 1989—or a chia-seed muffin today.”—Karen Leibowitz, author of Mission Street Food: Recipes and Ideas from an Improbable Restaurant
About the Author The world’s foremost expert on delicatessen, DAVID SAX has visited hundreds of delis, scoping out the best places to eat every Jewish delicacy, and has created a dedicated network of deli lovers through savethedeli.com. His journalism—on everything from food, travel, and drink to culture and politics—has appeared in New York, GQ, Saveur, and the New York Times. The world’s foremost expert on delicatessen, DAVID SAX has visited hundreds of delis, scoping out the best places to eat every Jewish delicacy, and has created a dedicated network of deli lovers through savethedeli.com. His journalism—on everything from food, travel, and drink to culture and politics—has appeared in New York, GQ, Saveur, and the New York Times.
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Most helpful customer reviews
25 of 27 people found the following review helpful. Not quite what I expected By Chicago Book Addict I was excited to pick up this book because I have a personal interest in food and cooking and also have a history working in marketing on food brands, which has meant first hand experience with food trend spotting. In short, this book seemed made for someone like me. I also read Save the Deli: In Search of Perfect Pastrami, Crusty Rye, and the Heart of Jewish Delicatessen, also by David Sax, so I was already familiar with his writing style and voice.Similar to to Save the Deli, I found the strengths of this book to be the quality of the research and Sax's knack for creative descriptions. I especially love his creative descriptions because I read a lot of food writing, so I appreciate his ability to describe foods and the food scenes in ways I haven't previously heard in other books. And not only do his descriptions feel new, but they do an amazing job of bringing to life what he is talking about. Whenever he was describing a scene in this book I truly felt that he transported me to the middle of it.That said, my experience with this book was not without issues. Like Save the Deli, my biggest issue was with the overall organization of the book. It really didn't feel like there was a continuous narrative throughout or some kind of structure tying all the pieces together. Because of this, some of the chapters and even paragraphs within the chapters felt disjointed and it interrupted the flow of the book for me.I also felt like this book was more about telling story of individual trends (i.e. cupcakes, cornets, bacon, etc.) rather than establishing a kind of framework for how food trends form. He does touch on the latter within the individual stories, but not to the degree that I expected. Because of this, it felt like a book that was geared more toward a foodie who likes reading food books for entertainment than someone in the food industry who might be trying to understand the food trend model in order to apply it to their job. It's worth noting because if you are coming to it hoping it will make you better at forecasting food trends, you'll likely walk away disappointed.Overall I think there is a lot to like about this book, but there are also things holding it back from being more broadly applicable.
13 of 16 people found the following review helpful. Interesting and insightful By OrchidSlayer Very interesting look at what foods become popular and why. I didn’t realize how much planning went into making something as innocuous as a kind of apple worth more than another variety of apple. I was surprised to actually be interested in pork belly futures. I was given a free e-copy to read on NetGalley a couple of months ago and I am still thinking and talking about it, so much so that I am buying a hard copy to share with friends and to read again. I will probably buy another copy as a gift for a relative who loves marketing. Highly recommended for foodies and those who like marketing or economics.
8 of 9 people found the following review helpful. Excellent book for foodies and trend watchers! By Galley Hunter The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue, provides an interesting look at food trends, exploring how and why they come about. It is broken up into three parts. Part I deals with the Four Types of Trends, Part II: How Trends Break Out, and Part III: Why Food Trends Matter. I was immediately hooked from the beginning, which explores the cultural trend with talk of my all time favorite dessert, the cupcake. It was fascinating and surprising to learn how cupcakes became so trendy in the U.S. I continued to be curious about the other types of food trends discussed: agriculture, chefs, and health.I was still very engaged with the book as I began reading the second section (about how trends break out). But somewhere in the midst of part two, the author started to lose me, and my interest began to wane. The research and writing were well executed, but perhaps the book included almost a little too much detail for my taste. Just as I was plugging along through the beginning of part three, and a bit too much detail about Indian food, things really started to lose steam.I considered tabling the book for awhile, but thankfully the author brought me back around with DC food trucks. Food trucks fascinate me, and DC is just outside my hometown. That section was a definite win for me. Then Sax continued to bounce back into my heart with bacon. My beloved bacon. I pressed on, and enjoyed reading about fondue, and its cycle of popularity. Finally, who could resist the cronut closing? I've yet to try a cronut (a hybrid croissant/doughnut) but the idea delights and intrigues me. Overall, this was an interesting read about food trends, and why we buy the things we do. I'd highly recommend this book to all foodies, as well as those who enjoy research and learning how trends break out.*Many thanks to Netgalley for providing a free copy of this book in exchange for my unbiased review.
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