We're glad to again serve customers, even though our former store front has closed and we operate this web store under reduced services.
Just scroll to the bottom to review limits placed on orders. .
Ai Hisano exposes how corporations, the American government, and consumers shaped the colors of what we eat and even the colors of what we consider "natural," "fresh," and "wholesome."
The yellow of margarine, the red of meat, the bright orange of "natural" oranges--we live in the modern world of the senses created by business. Ai Hisano reveals how the food industry capitalized on color, and how the creation of a new visual vocabulary has shaped what we think of the food we eat. Constructing standards for the colors of food and the meanings we associate with them--wholesome, fresh, uniform--has been a business practice since the late nineteenth century, though one invisible to consumers. Under the growing influences of corporate profit and consumer expectations, firms have sought to control our sensory experiences ever since. Visualizing Taste explores how our perceptions of what food should look like have changed over the course of more than a century. By examining the development of color-controlling technology, government regulation, and consumer expectations, Hisano demonstrates that scientists, farmers, food processors, dye manufacturers, government officials, and intermediate suppliers have created a version of "natural" that is, in fact, highly engineered. Retailers and marketers have used scientific data about color to stimulate and influence consumers'--and especially female consumers'--sensory desires, triggering our appetites and cravings. Grasping this pivotal transformation in how we see, and how we consume, is critical to understanding the business of food.Nevertheless, UPB provides ship-to-home service.
Unless and until we move our on-line fulfillment team to different premises, everything you purchase from us ships from warehouses outside of Berkeley.
Much of what we used to carry on store shelves is available, except for very expensive books, used books, and titles fallen between printings.
Certain limitations apply:
You can also purchase eBooks and audio books through us. Distributed by Hummingbird, they include publications from the major trade publishers. Just access the menu link or the sidebar image above.
We greatly appreciate your support of the store with your book orders. Need a book without our current shopping restrictions? We recommend Bookshop. View our recommendations on Bookshop, then search for whatever book you'd like.
Should you have questions, email us via our contact form. Since none of are keeping regular hours, it may take a day to get back with you.
The Cafe Ohlone has closed for the duration of the epidemic. They will probably reopen at a different location when they do.
From 1974, University Press Books has stoked the blaze of well over ten thousand minds on fire, carrying new scholarship published by the great university presses in the English-speaking world.
For more than 40 years, UPB operated out of our address at 2430 Bancroft Way in Berkeley (at present still our mailing address). We're now operating on line and when possible at various pop up locations. Sign up to our mailing list for word on dates and locations of these.,/p>
Order from us. Let well-wrought words churn and burn within.