This is such a well written and informative books about how social movements drive entrepreneurial endeavours and unconventional businesses.

An exhaustive survey of ethically led shops, covering black-owned, wholefood, feminist and "head" shops, looking at their rise and fall against the general economic and social circumstances in the times in the US. The author has interviewed many former and current business owners so this gives a great personal flavour and interest and makes sure it's not dry.

This was a little more detail than I cared for; It was well researched. Overall, tho' wasn't my cup of tea. I'm not a big fan of Whole foods, but was interested in learning about their history. Others may find it to their liking.

Very interesting topic that I have not otherwise considered. The writing was executed well as was the pace that I kept engrossed and didn't get bored or find my attention waning.