This comes in Chapter 2, and here's an advert for myself. If you haven't bought Naked Wine, please do. You might have a good time and you might even find it of interest.
“Natural” wine has been going on strong in France since the late
1970s, but from the way journalists, bloggers, and winemakers are
carrying on, you would think that at best, natural wine was a
brand-new concept and, at worst, a new link to Al Qaeda. The
word natural itself is under fire. As Michael Pollan told me, the
term is “perceived as meaningless hype from the 1970s . . . co-opted
and reinterpreted. Back then, anything—even something with ar-
tificial flavors—was called natural.”
Annoyingly, this accurate observation requires the consumer to
be a hypervigilant ingredient reader as well as an expert at under-
standing spin and marketing subtext. Unquestionably, however,
the “natural” food movement, flawed word and all, revolutionized
the way we eat and increased the availability of organic food and
other more wholesome, less-tampered-with food.
In his 1989 book, Appetite for Change: How the Counterculture
Took On the Food Industry, food activist Warren Belasco wrote
that back in the 1970s, natural food was seen as a dangerous con-
cept that could seduce the public into romantic antimodernism,
undoing many years of propaganda on the behalf of technological
food production and processing.
One of the criticisms bandied about at those (like me) who love
“natural” wines is that we were seduced onlyby romantic notions
f wine. Somehow critics felt we were seduced by concept, not
taste.
When the multibillion-dollar agribusiness came to realize that
organic foods posed a threat, the industry struck back by trying
to discredit organic farming. (Later, of course, agribusiness gave
up this strategy and started to buy up organic businesses so that
it wouldn’t lose out on customers.) Belasco cited Jim Hightower,
who wrote that in 1975 the $500 million organic foods business
posed no immediate competitive threat to the $160 billion food
industry, but that the existence of naturally produced alternatives
might cause some to wonder about all of the brand names they
were buying.
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