PRAISE FOR FRESH

Winner of the 2010 Sally Hacker Prize, awarded to the best book in the history of technology directed to a broad audience of readers.

"This smart, sweeping, and timely volume—appearing at a moment when buying locally and eating organically are fashionably responsible quests—considers the conundrums of industrial freshness." --The Atlantic

"A fascinating picture of our changing views of perishable food, Fresh draws on a wonderful range of sources to trace the development of refrigeration, storage and transport, and their effects on six common foods." --The Guardian

"Ms. Freidberg writes with wit and clarity, and her sense of humor extends to her choice of illustrations." --The Wall St. Journal

"She writes lucidly and marshals her facts so they strike with impact. Her book unravels the tangle of science and economics that puts food on our tables. Readers will find that the word "fresh" will never be quite the same again." --The Washington Times

"Fresh is an engagingly original way of looking at food history, both thought-provoking and entertaining." --Mark Kurlansky, author of
The Big Oyster: History on the Half Shell

"Freidberg opens the fridge on a world few have considered: how the advent of cold storage subverted ideas of freshness, shifted power from consumers and producers to middlemen, and virtually eliminated seasonality. We all like lettuce in February, but Freidberg's ingenious and spirited Fresh serves to remind us of its technological, environmental, and social cost." --Elizabeth Royte, author of Bottlemania and Garbage Land

Author Photo by Marilyn Humphries