Take one step inside the newly built Whole Foods Market near the intersection of Camelback and 20th Street and it's easy to see that the natural foods industry has come a long way in the past two decades. The store is a gleaming beacon for healthful eaters and lovers of artisan food and a far cry from the tiny natural foods sections of grocery stores of the past. Few people appreciate the monumental progress the industry has made better than Phoenix-based author Joe Dobrow, who's been eating all natural food since the mid-'80s.
The former marketing executive also has worked for many of the biggest names in the natural foods industry, including Whole Foods, Sprouts, and Fresh Fields. And in his upcoming book, Natural Prophets, he gives an insider's look at how these brands and others have changed the American plate forever.