Posted on May 15, 2014 by liana

Daiya Recommends… Natural Prophets

Here at Daiya, we sure do love our deliciously dairy-free cheese – but that’s not all we love! We’re constantly on the lookout for new and exciting things (and foods, and activities, and ideas…) that we think our readers and fans would enjoy, too. And now, to share them all with you, we’ve started a new series on this blog that showcases our latest discoveries and recommendations.

First up: “Natural Prophets” by Joe Dobrow.

Once you read the story told in this groundbreaking book – of how the natural foods industry transformed from obscure “fad” status to the household giant that it is today – you will be surprised that you had not heard it before.

From the description on

“Its growth from a fringe movement of food faddists to a nearly $100 billion crucible of triple-bottom-line entrepreneurship has changed both the food we eat for dinner, and our conversations at the dinner table. And, by proving that values are not incompatible with value, the visionary ‘natural prophets’ who made it all happen have had a profound influence on the food industry, on other industries, and on American society.

In this dynamic new history of the industry, Joe Dobrow – former head of marketing for Whole Foods Market, Fresh Fields and Sprouts – has collected the stories of dozens of those ‘founding fathers,’ including Stonyfield Farm’s Gary Hirshberg, Celestial Seasonings’ Mo Siegel, Earthbound Farm’s Drew & Myra Goodman, Horizon Organic’s Mark Retzloff, Whole Foods Market’s John Mackey and Peter Roy, Mrs. Gooch’s Sandy Gooch, and many more. Dobrow has woven a captivating narrative, and distilled important lessons about entrepreneurship, leadership and marketing that are essential reading for anyone working in the natural foods industry, contemplating a career as an entrepreneur, or studying management.”

… And all of us here at Daiya definitely recommend it!

You can purchase a hard copy or Kindle version of the book on The book and NOOK eBook are also available from

Be sure to also visit our Facebook page for a chance to WIN a free copy of the book!