Journalist David Sax's new book won't be out until May, it's available for pre-order on Amazon. I wanted to give you a heads up about it because he interviewed me for it and mentions Cupcakes Take the Cake in The Tastemakers: Why We're Crazy for Cupcakes but Fed Up with Fondue. Interesting: I'm seeing an alternate subtitle of "Why Some Food Trends Catch on and Others Don't" for the Kindle edition.
Here's the official description from Amazon:
Greek yogurt. Spicy chipotle mayo. Honeycrisp apples. The Cronut. These days, it seems we are constantly discovering a new food that will make us healthier, happier, or even somehow smarter. After a brief life as a novelty houseplant and "I Love the '80s" punchline, chia seeds are suddenly a superfood. Speaking of which, what ever happened to pomegranate juice? Or acai berries? Did they suddenly cease to be healthy in 2010? 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. From the test labs at Dole foods to the food truck lobby to the 20 seconds of Sex and the City that forever changed the fate of the cupcake, Sax reveals the money and influence behind what you eat for breakfast.
In sections on how food trends are created, what makes them explode, and why they matter, Sax travels America in search of the farmers, planners, and chefs who help decide what you will spend three hours waiting for on a SoHo sidewalk. The Tastemakers is full of entertaining stories and useful bits of wisdom for maintaining your sanity in the complex world of food choices.