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.

Dr. Harvey Washington Wiley set out to ensure food safety. He selected food tasters to test various food additives and preservatives, letting them know that the substances could be harmful or deadly. The tasters were recognized for their courage, and became known as the poison squad.

Gatorade is an enthralling story, brought to life in bright color and sharp detail in this book as journalist and author Darren Rovell chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan "Be Like Mike" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at all the aspects that went into building the brand, such as: negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the mishaps that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. First in Thirst identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what "deep-down body thirst" was, a team of university scientists had already invented something to quench it. This book is the story of the product and the company, and of America's fascination with the one and only Gatorade.