The Tastemakers: Why We’re Crazy for Cupcakes but Fed Up with Fondue (Plus Baconomics, Superfoods, and Other Secrets from the World of Food Trends)

I think there is too much scene setting, and description of where the author is experiencing his research (for instance, I am not interested in the meal you are having when someone is hawking rice, or the what the room looks like where a bunch of vendors are hawking gourmet cheese), and not well balanced with the insights, lessons, models of what was being researched.It's a good book to practice speed reading too. You can avoid digesting much of the fluff, and seek out some interesting details, or insights. I don't usually like to abandon books, but this has become too laborious for my taste (I don't prefer to wait in lines in order to Instagram photos of food, and tell my friends just how much the wait in the long line was justified).

This book contains great insight into what we eat, and why it is popular. Food trends are determined by many factors, and through the author's interesting account, we learn about the background of these trends. David Sax approaches his work with humour and a keen interest in food, and takes the reader on an interesting adventure through different aspects of the food culture and industry.It is a fun and fascinating read, making the reader hunger for more, in many ways.

I am a marketing research professional specializing in food, so it is no surprise that I found the book fascinating. The diversity of material and really good writing make this worth reading. Maybe a tad too long.

Fun read, fast and easy, good price. Enlightens you to how fads have their life cycles, and how people will climb aboard the bandwagon.

Great read, but wanted to find some over-arching theory on why some trends take off and others don't and didn't find it.

Good book, pages are not glued in well and fall out

Tendency to belabor his points.

Good book, however, I am in the food marketing business so I have a great interest in the "biz". It will give all foodies some nice insight presented in an entertaining format. David really knows his stuff.

I enjoyed this book, and it was an easy read, but it wasn't what I had expected. I bought it expecting to learn more about trend spotting, but instead it focuses on individuals in different stages of budding food trends focusing on how they work to influence them. That being said the stories were still interesting, and I learned things about the food industry I didn't know before.

Well written, amusing and with the right amount of cynicism and respect for his subjects, Sax brings insight into the history of the food trends that have shaped we way we eat today and how they trickle down into the everyman world of fast food.

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