Contemporary Authors

• From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs Columbia University Press (New York, NY), 2017

1. From headshops to whole foods : the rise and fall of activist entrepreneurs LCCN 2016050678 Type of material Book Personal name Davis, Joshua Clark, author. Main title From headshops to whole foods : the rise and fall of activist entrepreneurs / Joshua Clark Davis. Published/Produced New York : Columbia University Press, [2017] Projected pub date 1111 Description pages cm. ISBN 9780231171588 (cloth : alk. paper) CALL NUMBER HD2785 .D33 2017 Request in Jefferson or Adams Building Reading Rooms

• University of Baltimore - http://www.ubalt.edu/cas/faculty/alphabetical-directory/joshua-clark-davis.cfm

  Joshua Clark DavisJosh davis

  assistant professor
  Division of Legal, Ethical and Historical Studies
  Contact Information:
  Phone: 410.837.5978
  E-mail: jdavis@ubalt.edu

  Ph.D., M.A., University of North Carolina at Chapel Hill
  B.A., University of Pennsylvania
  Joshua Clark Davis' website

  Joshua Clark Davis teaches and researches broadly in twentieth-century United States history, with a focus on capitalism, social movements, urban history, and African American history. His book, From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs (Columbia University Press, 2017) examines how small businesses such as natural foods stores, head shops, feminist businesses, and African American booksellers emerged out of social movements and countercultures in the 1960s and ‘70s with the goal of advancing justice and equality in the marketplace. Josh's writing has appeared in the Washington Post, Slate, Jacobin, and Black Perspectives, and his research has been supported by fellowships from the National Endowment for the Humanities and the Fulbright Scholar Program.

  Joshua is also a devoted public historian with a deep interest in working with communities beyond universities. He serves on the advisory board of the Baltimore Uprising 2015 Archive Project and as a research associate for the Library of Congress’s Radio Preservation Task Force. He also co-directs "Media and the Movement," a NEH-funded oral history and radio digitization project on activists of the Civil Rights and Black Power era who worked in media.

• Joshua Clark Davis Website - https://www.joshuaclarkdavis.com

  'm an assistant professor of United States history at the University of Baltimore, with a focus on capitalism, social movements, popular culture, and African American history. As a public historian, I work actively to increase access to history outside the classroom.

  My book, From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs, explores small businesses such as organic food stores, head shops, feminist businesses, and African American booksellers, all of which emerged out of social movements and countercultures in the 1960s and '70s. Forerunners of today's social entrepreneurs, these companies sought to democratize American business while advancing political liberation and cultural transformation.

  My research has been supported by fellowships from the National Endowment for the Humanities and the Fulbright Scholar Program. I've written for the Washington Post, Slate, Jacobin, and Black Perspectives, and my scholarship has been featured in Time, Chronicle of Higher Education, and Night Flight.

QUOTED: "scholarly in tone and approach but accessible and of interest to students of business history as well as to budding entrepreneurs."

Print Marked Items
Davis, Joshua Clark: FROM HEAD SHOPS
TO WHOLE FOODS
Kirkus Reviews.
(June 1, 2017):
COPYRIGHT 2017 Kirkus Media LLC
http://www.kirkusreviews.com/
Full Text: 
Davis, Joshua Clark FROM HEAD SHOPS TO WHOLE FOODS Columbia Univ. (Adult Nonfiction)
$35.00 8, 8 ISBN: 978-0-231-17158-8
Survey history of the alt-commerce movement that connects some major players in the modern retail space
with the counterculture of the 1960s.Rejecting capitalism and the quest for money back in the day, many an
activist nonetheless went into business. Some of them pursued avenues that were not likely to lead to
wealth. One of Davis' (History/Univ. of Baltimore) case categories centers on the founders of AfricanAmerican
bookstores in Harlem and other urban areas, places that they viewed "as free spaces or sites of
liberation and empowerment," not necessarily as profit centers. As it happens, he adds, according to a
contemporary survey, only about a third of those stores ever showed a profit, which did not keep activists
from opening them throughout the era. The feminist founders of Liberation Enterprises had more success
with aprons bearing legends such as "Fuck Housework," which found a ready market and proved a
pioneering move in the specialty mail-order business, the germinal ground of the internet economy. Just as
successful by any measure were the head shops of the 1960s, which begat activist organizations such as
NORML and High Times, which begat--well, among other things, a culture that has made it possible for
many states to permit marijuana use, either recreational or medical. And nearly ubiquitous in the modern
economy is the offshoot of the organic produce store, with all its built-in tensions: organic food costs more,
limiting the market to the better-off, which gives us, in the end, Whole Foods. Davis capably traces that
evolution through forerunner organizations such as Erewhon, in its time "the country's biggest wholesale
purchaser of organic produce and grains," and the Good Food chain of Austin, Texas, in which Whole Foods
founder John Mackey cut his teeth. Scholarly in tone and approach but accessible and of interest to students
of business history as well as to budding entrepreneurs.
Source Citation   (MLA 8th
Edition)
"Davis, Joshua Clark: FROM HEAD SHOPS TO WHOLE FOODS." Kirkus Reviews, 1 June 2017. General
OneFile, http://link.galegroup.com/apps/doc/A493329228/ITOF?
u=schlager&sid=ITOF&xid=e37f4675. Accessed 29 Jan. 2018.
Gale Document Number: GALE|A493329228

QUOTED: "This diligently researched, readable, but somewhat too narrowly focused study surveys the merchant activism of the 1960s and '70s."

From Head Shops to Whole Foods: The Rise
and Fall of Activist Entrepreneurs
Publishers Weekly.
264.20 (May 15, 2017): p48.
COPYRIGHT 2017 PWxyz, LLC
http://www.publishersweekly.com/
Full Text: 
From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs
Joshua Clark Davis. Columbia Univ., $35 (336p) ISBN 978-0-231-17158-8
This diligently researched, readable, but somewhat too narrowly focused study surveys the merchant
activism of the 1960s and '70s through the shops that flourished in that era and parses how they fared during
neoliberalism's ascendancy. Davis, a history professor, avoids the stilted language of the academy to
produce deft descriptions of African-American bookstores, the head shops of the drug counterculture, the
businesses of second-wave feminism, and the arrival of health-food stores and their corporate apotheosis.
Using solid, representative examples, Davis traces each vein of activist entrepreneurialism to show how
activists' original intentions were frustrated, altered, or abandoned. African-American bookstores helped
introduce new black literary voices but struggled to survive after chain bookstores and Amazon found a way
to market African-American literature to a wider audience. Feminist credit unions were either swallowed up
by larger financial institutions or failed to thrive, and head shops largely abandoned wider activist causes to
focus on drug decriminalization. But it is in the rise of Whole Foods that Davis sees the greatest betrayal of
an activist heritage. He pays too little attention to how the political evolution of activist entrepreneurs
mirrored the baby boomer generation as a whole, but shows lucidly how today's "socially responsible"
companies too often merely dress up dominant business modes with lofty language. (Aug.)
Source Citation   (MLA 8th
Edition)
"From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs." Publishers Weekly, 15
May 2017, p. 48. General OneFile, http://link.galegroup.com/apps/doc/A492435656/ITOF?
u=schlager&sid=ITOF&xid=64df2df0. Accessed 29 Jan. 2018.
Gale Document Number: GALE|A492435656

"Davis, Joshua Clark: FROM HEAD SHOPS TO WHOLE FOODS." Kirkus Reviews, 1 June 2017. General OneFile, http://link.galegroup.com/apps/doc/A493329228/ITOF?u=schlager&sid=ITOF. Accessed 29 Jan. 2018. "From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs." Publishers Weekly, 15 May 2017, p. 48. General OneFile, http://link.galegroup.com/apps/doc/A492435656/ITOF? u=schlager&sid=ITOF. Accessed 29 Jan. 2018.

• Metropole
  https://themetropole.blog/2017/08/21/activism-wrapped-in-capitalism-josh-clark-davis-on-activist-entrepreneurs-in-the-20th-century/
  Word count: 3778

  QUOTED: "If there are aspects of the book to critique, as there are with any work, one might point to the lack of any transnational perspective. Despite the fact black nationalists and feminists circulated ideas internationally, there is no real attention to this facet of any of the movements. Secondarily, in moments, it feels as if Davis jumps from example to example and that one unifying thread for each chapter does not always emerge. These are pretty minor quibbles."
  "In the end, Davis book makes a valuable contribution to the study of American capitalism and consumerism. It reveals some well-worn paths in American history but in new ways, while also establishing some of the ironic origins of today’s corporate citizens."

  ACTIVISM WRAPPED IN CAPITALISM: JOSH CLARK DAVIS ON ACTIVIST ENTREPRENEURS IN THE 20TH CENTURY
  AUGUST 21, 2017 THEMETROPOLEBLOG LEAVE A COMMENT
  “We now know that, during the Cold War, consumerism came to be increasingly tied to American citizenship in a particularly gendered form of privatization that occasionally surfaced into public politics,” noted Elaine Lewinnek in her review essay on architecture and consumerism in the July 2017 issue of the Journal of Urban History.[1] As evidenced by Lewinnek’s statement, it would be hard to deny the power of consumerism in American culture. More recently in the twenty first century, Presidents have framed consumerism as a central aspect of citizenship and a means to happiness amidst tragedy. “Get down to Disney World in Florida,” President George W. Bush told the American public after the 9/11 attacks. “Take your families and enjoy life, the way we want it to be enjoyed.” Our current president arguably occupies the White House due in large part to his success hawking what he perceives as “the good life” whether through reality TV or the odd cable shopping network; he even included a random, tone deaf plug for his winery as his disastrous August 15th press conference concluded. On the left, consumerism has no shortage of critics; Naomi Klein and Michael Moore regularly assail Corporate America.

  Unsurprisingly, academics have found in consumerism a rich cultural vein from which some profound revelations about post World War II America can be extracted. Lizabeth Cohen’s A Consumer’s Republic: The Politics of Mass Consumption in Postwar America (2003) remains mandatory reading for anyone studying ideas, government policies, and ideologies related to post World War II twentieth century consumerism and citizenship. Numerous other historians have contributed significantly to the discussion. Robert Weems, Lawrence Glickman, Kathy Piess, and Susan Benson serve as just four very notable examples; collectively they address class, race, and gender in America through an exploration of consumer behavior and activism.[2] One could easily add Meg Jacobs and Tracey Deutsch, who each have shared their own insights relating to “economic citizenship” particularly in regard to the government’s promotion of this idea, and its connection to gender.[3]

  The study of consumerism includes the spaces that postwar shoppers inhabited. William Leach examined how business, finance, industry, and government intersected to create the nation’s mass consumer culture in the early decades of the twentieth century United States.[4] Long the dean of vernacular retail architecture, Richard Longstreth documented and illustrated the processes by which suburban and urban retail were transformed by business leaders, consumers, and in many cases, cars, both in terms of geography and the new spatial relations that business created for shoppers and the shopping experience.[5]

  Gabrielle Esperdy and Andrew M. Shanken have also contributed work that comments on consumerism in other ways.[6] Esperdy explores the Modernization Credit Plan, part of the National Housing Act of 1934 as well as two public relations programs run through the Federal Housing Association, “Modernize Main Street” and “Better Housing Program.” She argues that though ignored, these smaller aspects of the New Deal program cast a broad influence such as through the mobilization of $5 billion in a depression era attempt to improve store fronts while promoting the idea of retail “main streets” as a symbol of commercial uplift and solution to economic decline. In many ways, Shanken’s work picks up soon after Esperdy leaves off with architects and urban planners attempting to puzzle out a postwar economic program during World War II. In doing so, he traces the discourse that popularized modernism in the U.S., provided new urban planning models, and impacted the nation in ways that exceeded architecture.

  I will not even mention studies on international cities or parallel transnational works. They are legion and for our purposes here, regrettably omitted.

  Josh Davis

  Yet while the force of consumerism has received domestic and transnational attention, among historians the focus most often remains on corporate entities (or large scale enterprises), government planning, and a consumerist public that sways from apathy to resistance. Many, though not all, of the historians above discussed consumerism amidst the expansion of mass consumer culture in the 1920s, the rise of the social welfare state during the New Deal, World War II era U.S. and even the postwar prosperity of “consensus liberalism”.

  Fewer scholars have endeavored to study the small business side of the consumerist politics during the 1960s and 1970s. In his new book, From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs, urban historian Josh Clark Davis explores the intersection of 1960s/1970s social movements and small business activism that promoted black power and civil rights, feminism, drug reform (ok, access to and legalization of marijuana), and natural food.

  Focusing largely on bookstores, small presses, head shops, and organic food markets, Davis argues that “activist entrepreneurs” reimagined “the products, places, and processes of American business,” and by doing so, laid the groundwork for an admittedly “less radical” vision but one that “lives on—albeit fragmented and diluted—in the language, products, and goals of countless American companies today.”[7] Despite Davis’ less optimistic view of the business landscape, it remains difficult to deny that the idea of corporate citizenship, at the very least in terms of rhetoric, today bears some relation to the efforts of Davis’ activist entrepreneurs. The irony of politically radical entrepreneurs establishing the, or perhaps more modestly, a template for the corporate citizen of today will not be lost on readers.[8]

  Whole Foods Head Shops.jpg

  The book traverses the United States. Davis carries us to San Francisco, Los Angeles, Austin, Washington D.C., Baltimore, Detroit, and elsewhere. Activist entrepreneurs believed small businesses to be “the backbone of democracy” as “community institutions.” For example, Washington D.C.’s Drum and Spear Bookstore, specializing in works by black authors and promoting black nationalism and civil rights, operated as an arm of a non-profit. The owners of the Psychedelic Shop in San Francisco transformed a part of their business into a meditation room, “The Calm Center”, in an attempt to make the store “a headquarters for hippies seeking community and enlightenment as well as a refuge from the increasingly rough streets in the Haight.”[9] In this way, though not focused on the physical architecture like Longstreth or Leach, Davis explores these businesses as spaces of ideology and political engagement.

  Throughout Davis navigates a variety of causes and businesses, most struggle with the same multi-armed tension: maintaining a successful business while critiquing capitalism and all it’s evils, promoting a political cause, and embodying the values of the social movement—be it feminism, the counterculture, civil rights, black power, or natural food—that served as its foundation. In some cases, most notably natural foods, labor practices and policies conflicted with business.

  Resistance to entrepreneur activism not only came from without, but also from within. Many activist entrepreneurs endured attacks from the social movements they hoped to advance; distrust of capitalism by civil rights leaders, particularly among the black power wing of the movement, often led to criticism. “The central contradiction in activist business was that entrepreneurs who objected to capitalism still had to make money to survive,” writes Davis. They weren’t exploiting idealism and politics for financial gain, however. Davis’s activist entrepreneurs were grinders who “wanted their enterprises to survive in the long term.” There was rarely the opportunity to sell out for wealth and fame. “[T]he greatest threat to activist entrepreneurs was not being co-opted but simply going out of business,” notes Davis.[10]

  Though the tension between dedication to the movement and the ability to stay afloat as a business tested all activist entrepreneurs, it manifested itself the most vociferously in the feminist movement. Granted, black bookstores initially struggled to win over some black nationalists, especially those who viewed capitalist enterprises warily, but by the late 1960s, most had embraced it.

  1a38159r
  “Women are happening”, Women’s Interart Center, NY, NY, 1967-1978, Prints and Photographs Division, Library of Congress
  Within feminism, the idea of activist businesses proved more divisive. Susan Sojourner, owner of The First Things Bookstore in Washington D.C., noted that most “movement non-businesswomen” believed that activist entrepreneur enterprises sought to rip off, exploit, leach and profit from feminism. In this way, From Head Shops to Whole Foods documents the fault lines and points of disagreement among various movements.

  In the case of feminism, some activist entrepreneurs clearly felt that too many feminists promoted a mythical womanhood. Lorraine Allen, owner of a specialty toiletry company Equation Collective, explained the plight of her fellow female activist entrepreneurs by skewering such ideas. “Just when the movement tried to perpetuate the myth that some women are somehow intrinsically, i.e. unmaterialistic [sic] here we come along with our balance sheets and income statements.”[11] Davis explores this dynamic through a number of feminist business including credit associations, book stores, publishers, and others. Efforts to create umbrella organizations that thread various feminists businesses together for economic and political gain, often met with resistance from critics inside the movement.

  3c11168r
  Malcolm X, half-length portrait, seated, facing right, during press conference in offices of the National Memorial African Book Store, New York City, 1964, New York World Telegram & Sun Collection, Prints and Photographs Division, Library of Congress
  Whatever the political gains achieved by black nationalist and feminist book stores, both contributed to the critical growth of each community’s economic base. Black and feminist bookstores increased the numbers of businesses owned by women and minorities but also nurtured customers’ interest in feminism and civil rights. Each contributed to an expansion of the public sphere that included a more diverse set of voices; however, both fell victim to their success. By the 1990 and 2000s, chain stores snatched up black and feminist authors. With declining readership that eventually shuttered the physical locations of even Barnes and Noble, most black and feminist bookstores soon closed their doors, unable to compete. For feminist presses, those that persisted shed or downplayed their affiliation to the movement. Due to the focus on both black and feminist entrepreneurs, these chapters put Davis in dialogue with Weems, Cohen, Deutsch, Glickman and others.

  Unlike bookstores and printing presses, head shops and organic food outlets exhibited a slightly different arc: ideologies mattered less, lifestyle mattered more. Each began as alternatives to “America’s dominant consumer culture.” In the case of head shops, many activist entrepreneurs believed consumerism to be “alienating, conformist, puritanical, and ‘plastic.’”[12] But head shops also did not operate as “ideological clearing house[s] for radical social movements” or serve as collectives or cooperatives.[13] That being said, politics did seep into the scene; anti-war activism of the late 1960s and early 1970s influenced both head shop entrepreneurs and their customers. In general, however, head shops grew out of the counterculture’s distrust of materialism, an interest in Eastern religions, and tendency toward self-exploration (chemical and otherwise).

  33625r
  The modern day descendent of Davis’s 1960s head shop activist entrepreneurs; “Window of the Space Cowboy Smoke Shop, which calls itself ‘the highest head shop in the world,’ in Breckenridge, Colorado”, Carol M. Highsmith, August 8, 2015, Carol M. Highsmith Collection, Prints and Photographs Division, Library of Congress
  When the 1980s arrived with Reagan’s War on Drugs and the efforts of parents groups like Dekalb Families in Action (see Michael Massing’s The Fix for a good composite of the anti-drug parent movement of the late 1970s and 1980s), head shops faced public criticism and legislative marginalization. Eventually, entrepreneurs allied with the marijuana legalization movement and free speech advocates. It was a narrower activism than the anti-materialism and anti-war politics of the 1960s and ‘70s, but activism nonetheless.[14]

  3c04029r
  Photoprint used by the U.S. Treasury Department to document the increasing traffic in marijuana, 1943-1945, Prints and Photographs Division, Library of Congress
  What most head shop owners did not highlight in this fight was the racial inequality at the heart of the War on Drugs. Instead, they often adopted a “color blind analysis of drug laws” that failed to highlight the criminal justice systems implicit racial bias. NORML (National Organization for the Reform of Marijuana Laws) also stood guilty of such sins of omission, and Davis cynically describes how NORML found it “politically effective to celebrate marijuana and its young white users as innocent, everyday Americans instead of challenging the prevalent stereotypes of African American drug users as dangerous criminals.”[15]

  Like head shops, natural or organic foods began without being tethered to a single ideology. Rather, the natural food movement operated as a Rorschach test—the cause you ascribed to it said much more about you than the enterprise itself. “Environmentalism, pacifism, animal rights, anarchism, and the counterculture—all contributed to natural foods’ ideological profile in the early 1970s,” argues Davis. The embrace of numerous movements rather than a single one enabled activist entrepreneurs in the industry to “recast their business as a form of political resistance against powerful corporations, environmental degradation, and even war and animal cruelty.” Still, while this gave activist entrepreneurs a broader appeal it also meant they lacked the kind of frenzied attachment to their business enjoyed by those counterparts wedded to a single cause.[16]

  32815r-1
  A modern day non-Whole Foods natural food store, “Talal Cockar’s 2011 mural “Tierra y Libertad” fills much of a wall on the Big Hollow natural-foods store building, part of the Laramie Mural Project in downtown Laramie, Wyoming”, Carol M. Highsmith, June 6, 2015, Carol M. Highsmith Collection, Prints and Photographs, Library of Congress
  Considering the dominance of Whole Foods over the past decade and its recent buyout, it would not be surprising if Davis’ work on organic food draws the most attention from the media and general public. The natural foods movement did not begin with Whole Foods, but rather sprang from the ideas of Japanese writer and spiritual leader George Ohsawa. In his book Zen Macrobiotics, Ohsawa advised readers to eschew sugar, canned goods, produce grown with nonorganic pesticides and fertilizers, and almost all animal products. His followers established Erewhon in the mid-1960s in Boston while promoting the macrobiotic lifestyle. Despite running afoul of the FDA, Erewhon gained its economic footing and by 1971 reported annual sales of $1.8 million. With locations in Boston, Los Angeles, Seattle, and Toronto, it laid the groundwork for a transformation of the grocery industry.[17]

  Labor practices bedeviled many natural food stores. “Some of the most successful businesses resisted efforts by employees or activists to organize unions,” writes Davis, “rejecting the idea that organized labor should play a role in securing workplace democracy.”[18] Labor difficulties aside and in terms of economic growth and presence in the American marketplace, organic foods prove the most successful of Davis’ examples. However, whether in spite or because of their success, the industry endured the criticism from a variety of constituencies including accusations of “cliquish dogmatism,” excessive prices, and “hostility toward people of color, the poor, and organized labor.”[19]

  Just as feminist businesses attempted to create umbrella organizations and associations that might bind them to each other more tightly, both politically and economically, similar efforts were made among natural food producers. The formation of the Organic Merchants (OM) “counterculture trade association” sought to create a network of activist entrepreneurs as a means to address distribution problems. Many of these entrepreneurs argued that corporations would never be effective in the natural food business. Paul Hawken, the co-founder of OM, disparaged efforts by corporate America as too opaque, too focused on profits, and too dependent on what and he others viewed as corrupted advertising. “If you are in a truly meaningful business, there is no need to promote yourself other than being open, honest and communicative to your customers,” he would tell journalists. “[T]here is nothing truthful in advertising.”[20]

  Cooperatives also arose in the mid-1970s as a means to increase inclusivity and democratic organization. Having lived in NYC for nearly a decade I can’t even tell you how many oddball stories about the famed Park Slope Coop I heard from friends. Now a resident in one of the nations’ most liberal suburbs, Takoma Park, I’ve witnessed Coop politics first hand, sometimes rational and thought out, sometimes not. At the very least, cooperatives raised questions about just what made for the best, most just, business model: “the cooperative model of shared ownership, the spiritually informed and consensus driven management model of companies such as Erewhon, or labor unions?”[21]

  Whole Foods emerged from this activist ether. After studying earlier natural food stores like Brookline, Massachusetts’s Bread and Circus and Los Angeles’s Mrs. Gooch’s Ranch Market, John Mackey opened the first Whole Foods market in Austin, Texas. Mackey aggressively expanded the business; unlike his counterparts, Mackey sought to acquire competitors and later sold large portions of the business to venture capitalists, hence facilitating this growth. Such decisions represented a clear break with the more democratic impulses of the movement.

  Later Mackey adopted a libertarian politics that eschewed organized labor and government intervention. In retelling the company’s history, Mackey conveniently neglected to mention that Whole Foods once accepted a critical loan from the government following a damaging flood to its Austin store in the 1980s. The company’s environmentalism aligned with the libertarian ideal advocating for businesses to adopt a social consciousness rather than depend on government regulation of the environment.

  “[U]nlike most activist businesses, Mackey emphasized individual fulfillment at the expense of social equality and workplace democracy,” notes Davis. In Mackey’s estimation, inequality was natural, struggles for equality were manifestations of national selfishness. While Mackey outwardly embraced social causes like environmentalism, he always kept his eye on the capitalist prize: “We must make sure that we do not become so involved in social/environmental/global issues that it negatively affects our ability to serve our stakeholders,” he noted in a 1988 handbook for Whole Foods.

  Davis is right to lament the dissolution of entrepreneurial activism, but at the same time, the efforts of all his subjects also helped bring their movements and the issues that animated them into the mainstream. The decline of black and feminist bookstores, and independent bookstores generally, deserves to be mourned. However, the fact that both brought black and female authors to the broader culture such that big chains began to stock them also merits some level of celebration. What was lost, perhaps, was a sense of community and the store as a space for political debate, reform, and resolution.

  24360r
  Our more traditional idea of 1960s activism, [Anti-Vietnam war protest and demonstration in front of the White House in support of singer Eartha Kitt], Thomas J. O’Holloran, January 1968, Prints and Photographs Division, Library of Congress
  At least in some small way, what happened to black bookstores parallels the fate of Historically Black Colleges and Universities. HBCUs spent decades educating black America, and doing it well, only to witness declining enrollments with desegregation as African American students chose schools that had previously denied them admission due to race. At the risk of sounding simplistic, both deserved better but in capitalism we often don’t get what we deserve—rather, we get what the market dictates. Such observations hardly count as revelatory, but since From Head Shops to Whole Foods is the newest addition to the History of Capitalism series from Columbia University Press, it seems appropriate.
  Relatedly, the cooption of entrepreneurial activism by companies such as Whole Foods demonstrates capitalism’s consistency regarding commodification. For example, organized labor and workers pushed the idea of “industrial democracy” during World War I as a means to break up the autocratic control of big business over their labor. After the war, employers soon adopted the same phrase and attached it to mealy-mouthed company unions that failed to deliver anything like the gains workers made during, and then lost after, the Great War. Here too, the reader encounters similar processes at work. Yet, and this remains just one testament to the complexity of Davis’ work here, if this co-option resulted in better corporate citizenship and more activist consumers, then activist entrepreneurs undoubtedly contributed something vital to American capitalism.

  If there are aspects of the book to critique, as there are with any work, one might point to the lack of any transnational perspective. Despite the fact black nationalists and feminists circulated ideas internationally, there is no real attention to this facet of any of the movements. Secondarily, in moments, it feels as if Davis jumps from example to example and that one unifying thread for each chapter does not always emerge. These are pretty minor quibbles.

  In the end, Davis book makes a valuable contribution to the study of American capitalism and consumerism. It reveals some well-worn paths in American history but in new ways, while also establishing some of the ironic origins of today’s corporate citizens.

  [1] Elaine Lewinnek, “Modern Architecture, Consumer Citizenship, and the Fate of American Downtowns”, Journal of Urban History 43. (July 2017): 526.

  [2] Robert E. Weems, Desegregating the Dollar: African American Consumerism in the Twentieth Century, New York University Press, 1998; Lawrence Glickman, Buying Power: A History of Consumer Activism in America, University of Chicago Press, 2010;

  [3] Meg Jacobs, Pocketbook Politics: Economic Citizenship in Twentieth Century America, Princeton University Press, 2006; Tracy Deutsch, Building a Housewife’s Paradise: Gender, Politics, and American Grocery Stores in the New Deal, University of North Carolina Press, 2010).

  [4] William R. Leach, Land of Desire: Merchants, Power, and the Rise of a New American Culture, Vintage Books, 1993.

• Black Perspectives
  https://www.aaihs.org/from-head-shops-to-whole-foods-a-new-book-on-activist-entrepreneurs/
  Word count: 1110

  QUOTED: "had its origins in several different experiences of mine, some of them professional and others personal. I was in my second semester in grad school in spring 2004 when I first read Lizabeth Cohen’s A Consumer’s Republic, which had just recently been published. That book offered me an exciting model of a historic work that investigated consumption and business for explaining cultural and political change, and it made me want to write my own study of the politics of capitalism. Around the same time, I latched onto the idea of doing a project on the 1970s."

  From Head Shops to Whole Foods: A New Book on Activist Entrepreneurs

  By Julie Hawks December 18, 2017 Comments Off

  This post is part of our blog series that announces the publication of selected new books in African American History and African Diaspora Studies. From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs was recently published by Columbia University Press.

  ***

  The author of From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs is Joshua Clark Davis. Professor Davis teaches and researches broadly in twentieth-century United States history, with a focus on capitalism, social movements, urban history, and African American history. His book, From Head Shops to Whole Foods: The Rise and Fall of Activist Entrepreneurs (Columbia University Press, 2017) examines how small businesses such as natural foods stores, head shops, feminist businesses, and African American booksellers emerged out of social movements and countercultures in the 1960s and 1970s with the goal of advancing justice and equality in the marketplace. Professor Davis’ writing has appeared in the Washington Post, Slate, Jacobin, and Black Perspectives, and his research has been supported by fellowships from the National Endowment for the Humanities and the Fulbright Scholar Program. He is also a devoted public historian with a deep interest in working with communities beyond universities. He serves on the advisory board of the Baltimore Uprising 2015 Archive Project and as a research associate for the Library of Congress’s Radio Preservation Task Force. He also co-directs “Media and the Movement,” a NEH-funded oral history and radio digitization project on activists of the Civil Rights and Black Power era who worked in media. Follow him on Twitter @JoshClarkDavis.

  In the 1960s and ’70s, a diverse range of storefronts—including head shops, African American bookstores, feminist businesses, and organic grocers—brought the work of the New Left, Black Power, feminism, environmentalism, and other movements into the marketplace. Through shared ownership, limited growth, and democratic workplaces, these activist entrepreneurs offered alternatives to conventional profit-driven corporate business models. By the middle of the 1970s, thousands of these enterprises operated across the United States—but only a handful survive today. Some, such as Whole Foods Market, have abandoned their quest for collective political change in favor of maximizing profits.

  Vividly portraying the struggles, successes, and sacrifices of these unlikely entrepreneurs, From Head Shops to Whole Foods writes a new history of social movements and capitalism by showing how activists embraced small businesses in a way few historians have considered. The book challenges the widespread but mistaken idea that activism and political dissent are inherently antithetical to participation in the marketplace. Joshua Clark Davis uncovers the historical roots of contemporary interest in ethical consumption, social enterprise, buying local, and mission-driven business, while also showing how today’s companies have adopted the language—but not often the mission—of liberation and social change.

  Davis has rewritten the sixties. His compelling account reveals how sixties radicals and rebels fought to co-opt capitalism to create a more just, diverse, and free marketplace. They lost more battles than they won, but their victories continue to shape our world. –David Farber, University of Kansas, author of The Age of Great Dreams

  Julie Hawks: Books have creation stories. Please share with us the creation story of your book—those experiences, those factors, those revelations that caused you to research this specific area and produce this unique book.

  Joshua Clark Davis: From Head Shops to Whole Foods had its origins in several different experiences of mine, some of them professional and others personal. I was in my second semester in grad school in spring 2004 when I first read Lizabeth Cohen’s A Consumer’s Republic, which had just recently been published. That book offered me an exciting model of a historic work that investigated consumption and business for explaining cultural and political change, and it made me want to write my own study of the politics of capitalism. Around the same time, I latched onto the idea of doing a project on the 1970s. At that point, Bruce Shulman’s book was one of the very few published on the decade. I had long been enamored with the music, film, and popular culture of the ‘70s, but I discovered that historians had left that decade almost completely untouched. That has changed with an outpouring of works published decade-and-a-half since Schulman’s work, but in the mid-2000s the 1970s still felt like uncharted territory for historians.

  I soon realized I wanted to write a dissertation that explored consumer culture of the 1970s as an arena in which social movements of 1960s—especially Black Power, feminism, and the counterculture—made a tremendous impact on American society largely overlooked by historians. What began as a project on how movements indirectly inspired new markets became a project focused squarely on activists who started their own businesses.

  Finally, long after starting this project, I had a major realization. A number of small businesses I patronized as a teenager and young adult had planted in my head the seeds of my future book topic. My experiences at Black-owned businesses were especially formative. As a teenager in Decatur, Georgia, outside Atlanta, I regularly visited a Black-owned record store, Vibes Music and More, operated by Jae “Majiq” Warren. This was the first business I ever patronized where the owner treated me as an adult, and it was my first exposure to the rich tradition of African-American entrepreneurship. I also made my way to glorified head shops such as Junkman’s Daughter in Little Five Points, and I discovered vendors selling Afrocentric goods and black nationalist books in flea markets in downtown Atlanta. Years later, as I began my graduate studies in history, I found myself wondering where these businesses came from and what their histories were. My visits to those businesses, it would seem, was my original inspiration for this work.

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