HOW WE EAT

An examination of the problems and future of America’s broken food system.

Through a series of essays, market researcher and author Underhill, the author of Why We Buy and Call of the Mall, takes us on an eye-opening journey. According to the author, the system is broken, and technology is largely responsible. Today, technology has “turned the things we eat and drink into commercial products to be engineered, manufactured, and marketed like tires or toothpaste….Once, it was the scarcity of food that threatened our lives; today, it’s the abundance.” As the author notes, younger Americans may never realize that fruits and vegetables have specific growing seasons, as they are now available for purchase nearly anywhere and year-round. In the past few years, Americans’ shopping habits have changed significantly. Intensified by the Covid-19 pandemic, shoppers have increasingly turned to online outlets for their groceries and other needs. Due to issues related to trust and transparency in the production of food, as well as environmental and ethical concerns, other consumers have turned increasingly to local producers. With a witty, conversational tone, Underhill leads readers on a trip through various aspects of the food industry to demonstrate the ways in which changes in consumer behavior, as well as production concerns, are being addressed. He explores the layout of a typical supermarket and chronicles his tour of a farmers market in New York City as well the headquarters of a popular supercenter. Underhill is not all doom-and-gloom regarding technology’s impact. He points out certain developments, such as innovations in cannabis growing, that are being used to address climate change and the nation’s growing population. The author also recounts his interviews with farmers, members of the media, and industry experts, all of whom provide specific insights about the topic.

Hopeful and enlightening commentary on the future of the food industry.