Abstract
ABSTRACTThis essay explores how the American natural foods supermarket chain, Whole Foods Markets, designed stores to highlight the sensory pleasures of food. Whole Foods Markets constituted a new development in the sensory history of food retailing because it fused gustatory pleasure with a politics of conventionally liberal causes including sustainable farming, environmental stewardship, and the humane treatment of farm animals. Whole Foods Markets also invoked the age-old associations between sexual pleasure and food in the design of its stores to attract like-minded—and prosperous—adults with promises of erotic excitement in the grocery aisles.
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