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The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue Hardcover – May 27, 2014

by David Sax (Author)
3.7 3.7 out of 5 stars 70 ratings
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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.
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  1. Print length
    336 pages
  2. Language
    English
  3. Publisher
    PublicAffairs
  4. Publication date
    May 27, 2014
  5. Dimensions
    6.75 x 1 x 9.75 inches
  6. ISBN-10
    1610393155
  7. ISBN-13
    978-1610393157
  8. See all details
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Editorial Reviews

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

“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

About the Author

David Sax is a writer specializing in business and food. His writing appears regularly in the New York Times, Bloomberg Businessweek, Saveur, the Grid Toronto,, and other publications. His first book, Save the Deli: In Search of Perfect Pastrami, Crusty Rye, and the Heart of Jewish Delicatessen, was a Los Angeles Times bestseller. Sax's work has also won a James Beard Award for Writing and Literature. He lives in Toronto.

Product details

  • Publisher ‏ : ‎ PublicAffairs (May 27, 2014)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 336 pages
  • ISBN-10 ‏ : ‎ 1610393155
  • ISBN-13 ‏ : ‎ 978-1610393157
  • Item Weight ‏ : ‎ 1.22 pounds
  • Dimensions ‏ : ‎ 6.75 x 1 x 9.75 inches
  • Customer Reviews:
    3.7 3.7 out of 5 stars 70 ratings

About the author

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David Sax

David Sax

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David Sax is a journalist, writer, and keynote speaker specializing in business and culture.

David's latest book, The Revenge of Analog: Real Things and Why They Matter looks at the resurgence of analog goods and ideas, during a time when we assumed digital would conquer all. It's available in various formats, but especially in paper, and was a Washington Post Bestseller. David's first book, Save the Deli: In Search of Perfect Pastrami, Crusty Rye, and the Heart of Jewish Delicatessen and won a James Beard Award for writing and literature, as well as other awards and the praise of deli lovers everywhere. His second book is The Tastemakers: Why We're Crazy for Cronuts but Fed Up with Fondue, which is chronicles how food trends emerge, grow, and ultimately make a difference in our world.

In April 2020, he will publish The Soul of An Entrepreneur: Work and Life Beyond the Startup Myth, which examines the meaning of entrepreneurship and working for yourself.

He lives in Toronto, Canada.

Customer reviews

3.7 out of 5 stars
70 global ratings

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Customers say

Customers find the book engaging and entertaining. They appreciate the insightful commentary on food trends and the interesting details about what we eat.

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Food knowledgeReadability
11 customers mention "Food knowledge"9 positive2 negative

Customers enjoy the book's food knowledge. They find it insightful and engaging, with interesting details about what we eat and why it's popular. The author's account is entertaining and informative, providing background information.

"...David Sax approaches his work with humour and a keen interest in food, and takes the reader on an interesting adventure through different aspects..." Read more

"...You can avoid digesting much of the fluff, and seek out some interesting details, or insights...." Read more

"Extremely fascinating, super entertaining. Imagine if Malcolm Gladwell and Anthony Bourdain wrote a book together...." Read more

"Incredibly insightful, engaging, and amusing. Particularly as I'm launching a food product start-up." Read more

11 customers mention "Readability"11 positive0 negative

Customers find the book engaging and entertaining. They say it's an essential read for business people who are trend conscious, a good book to practice speed reading, and a must-read for anyone in the food industry or foodies.

"...work with humour and a keen interest in food, and takes the reader on an interesting adventure through different aspects of the food culture and..." Read more

"...The diversity of material and really good writing make this worth reading. Maybe a tad too long." Read more

"Good book, pages are not glued in well and fall out" Read more

"...It's a good book to practice speed reading too. You can avoid digesting much of the fluff, and seek out some interesting details, or insights...." Read more

Top reviews from the United States

  • Jewels
    5.0 out of 5 stars A great read!
    Reviewed in the United States on December 17, 2014
    Verified Purchase
    This book contains great insight into what we eat, and why it is popular. Food trends are determined by many factors, and through the author's interesting account, we learn about the background of these trends. David Sax approaches his work with humour and a keen interest in food, and takes the reader on an interesting adventure through different aspects of the food culture and industry.
    It is a fun and fascinating read, making the reader hunger for more, in many ways.
    Helpful
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  • JaneReader
    4.0 out of 5 stars fascinating topic
    Reviewed in the United States on January 17, 2015
    Verified Purchase
    I am a marketing research professional specializing in food, so it is no surprise that I found the book fascinating. The diversity of material and really good writing make this worth reading. Maybe a tad too long.
    Helpful
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  • Grillgal
    3.0 out of 5 stars Three Stars
    Reviewed in the United States on July 23, 2014
    Verified Purchase
    Good book, pages are not glued in well and fall out
    One person found this helpful
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  • dugreader
    2.0 out of 5 stars or the what the room looks like where a bunch of vendors are hawking gourmet cheese)
    Reviewed in the United States on August 11, 2014
    Verified Purchase
    I think there is too much scene setting, and description of where the author is experiencing his research (for instance, I am not interested in the meal you are having when someone is hawking rice, or the what the room looks like where a bunch of vendors are hawking gourmet cheese), and not well balanced with the insights, lessons, models of what was being researched.

    It's a good book to practice speed reading too. You can avoid digesting much of the fluff, and seek out some interesting details, or insights. I don't usually like to abandon books, but this has become too laborious for my taste (I don't prefer to wait in lines in order to Instagram photos of food, and tell my friends just how much the wait in the long line was justified).
    3 people found this helpful
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  • Daniel L. Rollman
    5.0 out of 5 stars super entertaining. Imagine if Malcolm Gladwell and Anthony Bourdain ...
    Reviewed in the United States on July 10, 2014
    Verified Purchase
    Extremely fascinating, super entertaining. Imagine if Malcolm Gladwell and Anthony Bourdain wrote a book together. A must-read for foodies and trend analysts alike.
    Helpful
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  • Ada L. King
    4.0 out of 5 stars Light reading and interesting.
    Reviewed in the United States on December 4, 2014
    Verified Purchase
    Fun read, fast and easy, good price. Enlightens you to how fads have their life cycles, and how people will climb aboard the bandwagon.
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  • Amazon Customer
    5.0 out of 5 stars Must read for anyone in food industry or foodie
    Reviewed in the United States on October 4, 2016
    Verified Purchase
    Incredibly insightful, engaging, and amusing. Particularly as I'm launching a food product start-up.
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  • L. Miller
    3.0 out of 5 stars Three Stars
    Reviewed in the United States on January 3, 2015
    Verified Purchase
    Tendency to belabor his points.
    Helpful
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Top reviews from other countries

  • Michael N
    1.0 out of 5 stars One Star
    Reviewed in Canada on April 18, 2016
    Verified Purchase
    Got on and on about and less
    Report
  • Su B
    5.0 out of 5 stars fascinating and insightdul
    Reviewed in the United Kingdom on September 21, 2014
    Verified Purchase
    Well written, amusing and with the right amount of cynicism and respect for his subjects, Sax brings insight into the history of the food trends that have shaped we way we eat today and how they trickle down into the everyman world of fast food.
    Report
  • Erik Rasmussen
    3.0 out of 5 stars Well written and entertaining, but not what I expected
    Reviewed in the United Kingdom on May 23, 2017
    Verified Purchase
    I enjoyed this book, and it was an easy read, but it wasn't what I had expected. I bought it expecting to learn more about trend spotting, but instead it focuses on individuals in different stages of budding food trends focusing on how they work to influence them. That being said the stories were still interesting, and I learned things about the food industry I didn't know before.
    Report