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Greening the Red, White, and BlueThe Bomb, Big Business, and Consumer Resistance in Postwar America$
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Thomas Jundt

Print publication date: 2014

Print ISBN-13: 9780199791200

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199791200.001.0001

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Green Consumption in a Dangerous World

Green Consumption in a Dangerous World

(p.48) 2 Green Consumption in a Dangerous World
Greening the Red, White, and Blue

Thomas Jundt

Oxford University Press

Organic agriculture was at the heart of an alternative, environmental vision for postwar America. J. I. Rodale led the way with his book Pay Dirt: Farming and Gardening with Composts (1945), and his monthly journal Organic Farming and Gardening. Organic agriculture was an environmental response to the rise of corporate agribusiness, and the synthetic chemical pesticides and herbicides developed for the war and adapted to agriculture. James Rorty, a poet and journalist, and N. Philip Norman, a nutritionist and physician, took up where Rodale left off with their 1947 book, Tomorrow’s Food: The Coming Revolution in Nutrition. With government seemingly more beholden to big business than the protection of citizens and the environment, proto-environmentalists in the late 1940s urged citizens to assert agency by choosing environmentally friendly products. By decade’s end, air pollution had become a growing cause of concern after a fatal smog incident in Donora, Pennsylvania in 1948.

Keywords:   Organic agriculture, J. I. Rodale, Pay Dirt, James Rorty, N. Philip Norman, Tomorrow’s Food, air pollution, Donora

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