Mid-Shore Authors: The Unexpected Environmentalist J.I. Rodale with Andrew Case

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It’s pretty clear that J.I. Rodale did not set off in life to be what we now call an “environmentalist.” The godfather of the “natural food” lifestyle, founder of Prevention magazine, and advocate of organic farming, Rodale saw himself first and foremost as a publisher.

That’s one of the many takeaways from Washington College professor Andrew Case’s new book, “The Organic Profit:
Rodale and the Making of Marketplace Environmentalism,” (University of Washington Press) which chronicles Rodale’s unique role in building a marketplace for organic products and supplements.

Nonetheless, Rodale began a movement that eventually led to the popularity of organic products, the awareness of the dangers of pesticides, and the importance for taking care of one’s own body and what it consumes. All which encompass the fundamentals of our current environmental movement in this country.

All of this proved to be irresistible to Case whose scholarship has focused on the history of environmentalism and consumer culture. He began to document Rodale’s rise after World War II, the rapid success of the Rodale Press, and a family business that has left a permanent legacy in the annals of the American environmental history.

The Spy sat down with the author at Cromwell Hall on Washington College’s campus to talk about the overarching themes found in Organic Profit and the fascinating profile of one of America’s great entrepreneurs.

This video is approximately five minutes in length. Please go here for more information on “The Organic Profit:
Rodale and the Making of Marketplace Environmentalism.”

 

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