Hippie Food: How Back to the Landers, Longhairs and Revolutionaries Changed the Way We Eat. Jonathan Kauffman. New York: William Morrow, 2018. ISBN 978-0062437303
Richard Zimmer (Sonoma State University)
Jonathan Kauffman ends his Hippie Food with the following: “When brown rice reminds us all of our childhoods, then the hippie food revolution will finally be won (p. 287.)” This food revolution-its origins, history, and present state-with its emphasis on healthy, natural, organic foods, mostly vegetarian, grown by and prepared by people committed to social change, is the subject matter of this excellent, witty, readable, and enjoyable book. Not only does Kauffman, a noted chef and food writer based in the San Francisco Bay Area, return to the origins of the revolution, he weaves it into the politics, the philosophical revolution, the music, and the zeitgeist of the times. And he occasionally gives recipes! In sum, Kauffman says we are a different food-eating nation because of what the hippies and their forebears have done to our ways of thinking about, preparing, and eating food.
Each of his chapters deals with a different aspect of this revolution. He starts off with an examination as to how fruits, seeds, and nuts started to enter our diets. Its beginnings started in Southern California, with two restaurants featuring these items on their menus. Disparaged by the local press, the restaurants flourished, often with the help of a celebrity clientele. Of the Source, he gushes about: ” [The Source’s special]…they’d spread the lemon-herb vinaigrette onto a slice of whole-wheat bread, then layer on a thick green smear of guacamole, sliced raw mushrooms, tomatoes, and a poof of alfalfa sprouts.” They would add Cheddar cheese as well. Kauffman, citing some of the “family members” involved in the restaurant, said that “the …food was so good because Baker [the owner] brought them into the freshest fruits and vegetables, grown in the best possible way. Others say that the flavor was an expression of their devotion (pp. 53-4.)”
This trope, of health foods prepared lovingly by people who believed in the food, who believed in a revolution that would offer an alternative to bland, processed, “poisoned” food (after Rachel Carson,) food that was not nutritional, food that exploited the people who worked the soil, appears throughout. Chapter Two focuses on how brown rice came to be seen as better, healthier, and spiritual. Chapter Three focuses on “Brown Bread and the Pursuit of Wholesomeness,” leading to the artisan bread revolution of today. Chapter Four focuses on Tofu, which becomes “…the Political Dish” (p.131) because Francis Moore Lappe showed the world the high costs and destructive effects of meat production.
Kauffman argues that the Hippie Food Revolution comes from diverse sources, many of which those of us in the food anthropology world already know, and others less familiar. Food “changers” like the Seventh Day Adventists and John Kellogg developed early granola and other cereals over 150 years ago (pp.235-7.) Adele Davis argued for healthier eating and vitamin supplements in the early 1950’s (pp.111-3.) Samuel Kaymen helped organize a back-to-the land movement to grow healthier food and then distribute it (Chapter Five.) Chapter Six tells the story of the effect of cheap travel in the Sixties on curries, vegetarian, and international inspirations for alternative food. One splendid result is Anna Thomas’ The Vegetarian Epicure and its sequels. Thomas broadened the range of alternative foods, contrasting much of the earlier non-spicy meals found in the macrobiotic world.
This is just a partial list: each chapter reviews the origins of different aspects of this food revolution, eventually seeing it as a social and political response to American culture, traditional American diets, the Vietnam War, and capitalism (Introduction and Conclusion.) Moreover, each chapter has a plethora of information about all the past and recent actors, in this food revolution, with useful citations and references. Many of the names are familiar, such as Julia Child, Alice Waters, and Wolfgang Puck and the Moosewood Cookbook.
The next-to-the last chapter, Chapter 7, is about food co-ops. Kauffman tells the tale of food co-ops, food conspiracies, and food distribution producers and networks. These alternatives were developed as a reaction to the consumerist and capitalist ways of producing, distributing, and marketing what was often seen as unhealthy food, exploiting workers and the land at all levels of the food chain. Often, the co-ops and their auxiliaries, communal in nature and founded in Rochdale principles of one person, one vote, found themselves at political/economic/ideological loggerheads, with factional fighting over whether they should have meat, and whether they should serve whole neighborhoods or only each other and so on (p. 265 et seq.)
These co-ops, very fragile operations, were (and are) marginal economically, and, aside from the ideological and factional fighting, exhausted its members, who were and are often workers in the operation. This is an issue I explored in my own dissertation (1976) and expanded in 1981, which Kauffman does not reference. Nor does he explore the excellent work of John Curl’s study about cooperation and cooperative movements (2009.) One of my criticisms of this chapter, apart from this lack, is the failure to focus on the significant work existing on co-operative supermarkets, such as the then Berkeley, Palo Alto, Greenbelt Co-ops, and Associated Coops (the Warehouse for the Bay Area Co-ops), and what the Midwest Food Project out of Chicago with David Zinner did to promote food co-ops and food conspiracies. Zinner continued his work later on in the Washingon, DC. area, as reported by Lucy Norman (1981). Furthermore, Kauffman does not significantly address the extent to which student groups like Students for a Democratic Society grew out of the student co-op movement at the University of Michigan.
The strength of Kauffman’s book is in the portrayal of the revolution in food hippies brought to America and elsewhere. A cursory examination in one of the centers of alternative food, my home county, Sonoma, California, shows the diversity of foods and of the social changes that are its foundation. Jeff Quackenbush features Ted Robb expanding almond milk production (2018,) Jessica Zimmer tells the story of `another successful woman in the healthy food business, in this case, juice (2018.) The revolution has changed the way we eat and empowered the people who produce what we eat. I would add to Kauffman’s end statement: we will remember not just brown rice, but tofu, granola, organic \produce, and artisan bread, for openers.
Jeff Quackenbush. Almond Milk for Your Coffee. North Bay Business Journal. v. 32, Number 05. June 4, 2018. p.4.
John Curl. For All the People: Uncovering the Hidden history of Cooperation, Cooperative Movements and Communalism in America. PM Press: Oakland, California.
Lucy Starr Norman. Food Co-ops: A Delicious Way to Save Money. The Washington Post. July 16, 1981. URL: https://www.washingtonpost.com/archive/local/1981/07/16/food-coops-a-delicious-way-to-save-money/83f10990-5db8-4c69-bd5d-882c1aa8426f/?utm_term=.6b6aec452ea7
Jessica Zimmer. “Gia Balocchi owner of The Nectary advises if you aren’t scared in business ‘try harder’. North Bay Business Journal. v, 32. V. 18. September 13, 2018. pp. 19-20.
Richard Zimmer, Small Scale Retail Food Cooperatives: (PhD. Dissertation, UCLA.)
Richard Zimmer. Observer Participation and Technical Consultation in Urban food coops. In Donald A. Messerschmidt, ed. Anthropologists at Home In North America: Methods and issues in the Study of One’s Own Society. Cambridge University Press: New York. pp. 64-76.