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The Politics of Good Taste

ABSTRACT This essay explores how the American natural foods supermarket chain, Whole Foods Markets, designed stores to highlight the sensory pleasures of food. Whole Foods Markets constituted a new development in the sensory history of food retailing because it fused gustatory pleasure with a politics of conventionally liberal causes including sustainable farming, environmental stewardship, and the humane treatment of farm animals. Whole Foods Markets also invoked the age-old associations between sexual pleasure and food in the design of its stores to attract like-minded—and prosperous—adults with promises of erotic excitement in the grocery aisles.