Green Gold: The Avocado's Remarkable Journey from Humble Superfood to Toast of a Nation
Sarah Allaback · Monique F. Parsons
May 2025 · Catapult
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352
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About this ebook
A lively and engrossing cultural history of the avocado and the people who transformed it into an American obsession
“Whether you’re a history buff or just enjoy a chip full of guacamole, you’ll be thoroughly captivated . . . Green Gold is a well researched, captivating story.” —Rick Bayless, James Beard Award-winning chef, author, and restaurateur
The avocado is the quintessential symbol of aspirational living, a ubiquitous agricultural favorite, and the driver of an $18 billion global industry. How did this regional Latin American staple become a star of Super Bowl ads and a byword for wellness? Documenting more than a century of cross-cultural cooperation, cutting-edge science, and savvy marketing, Green Gold tells the remarkable story of the fruit’s rise to prominence as both a culinary and cultural juggernaut.
Anchored by the story of two exceptional trees that stood out among hundreds of rivals, Green Gold is a spirited and often surprising behind-the-scenes look at how dedicated avocado enthusiasts in Mexico and California developed an ideal fruit to sell to the world. Navigating the Depression, two world wars, Mexican revolutions, violent drug lords, drought, and disease, these pioneers were driven by the avocado’s potential to captivate the palates and hearts of consumers across the globe. Their efforts, inspired by the success of California citrus, launched today’s lucrative industry and helped the avocado win a place among such supermarket staples as oranges and bananas.
Set against the rise of Southern California as an economic and cultural powerhouse and featuring delightful recipes (including vintage versions of guacamole and avocado toast), Green Gold is an entertaining and far-ranging exploration of the avocado’s journey to a central place in the American diet and global imagination.
"A solid, minutely documented, multifaceted and challenging work that amply rewards close reading and rereading. For years to come it’s likely to be the go-to source for both scholars and lay readers seriously interested in exploring root, branch, blossom and fruit of the avocado story." —Anne Mendelson, The Wall Street Journal
“Whether you’re a history buff or just enjoy a chip full of guacamole, you’ll be thoroughly captivated . . . Green Gold is a well researched, captivating story.” —Rick Bayless, James Beard Award-winning chef, author, and restaurateur
The avocado is the quintessential symbol of aspirational living, a ubiquitous agricultural favorite, and the driver of an $18 billion global industry. How did this regional Latin American staple become a star of Super Bowl ads and a byword for wellness? Documenting more than a century of cross-cultural cooperation, cutting-edge science, and savvy marketing, Green Gold tells the remarkable story of the fruit’s rise to prominence as both a culinary and cultural juggernaut.
Anchored by the story of two exceptional trees that stood out among hundreds of rivals, Green Gold is a spirited and often surprising behind-the-scenes look at how dedicated avocado enthusiasts in Mexico and California developed an ideal fruit to sell to the world. Navigating the Depression, two world wars, Mexican revolutions, violent drug lords, drought, and disease, these pioneers were driven by the avocado’s potential to captivate the palates and hearts of consumers across the globe. Their efforts, inspired by the success of California citrus, launched today’s lucrative industry and helped the avocado win a place among such supermarket staples as oranges and bananas.
Set against the rise of Southern California as an economic and cultural powerhouse and featuring delightful recipes (including vintage versions of guacamole and avocado toast), Green Gold is an entertaining and far-ranging exploration of the avocado’s journey to a central place in the American diet and global imagination.
"A solid, minutely documented, multifaceted and challenging work that amply rewards close reading and rereading. For years to come it’s likely to be the go-to source for both scholars and lay readers seriously interested in exploring root, branch, blossom and fruit of the avocado story." —Anne Mendelson, The Wall Street Journal
A lively and engrossing cultural history of the avocado and the people who transformed it into an American obsession
“Whether you’re a history buff or just enjoy a chip full of guacamole, you’ll be thoroughly captivated . . . Green Gold is a well researched, captivating story.” —Rick Bayless, Ja...
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About the author
SARAH ALLABACK is an author and historian specializing in architectural and landscape preservation. She grew up in Carpinteria, California and lives in Amherst, Massachusetts.
MONIQUE F. PARSONS is a journalist, an award-winning audio producer, and an avocado farmer. A native of Carpinteria, California, she lives in suburban Chicago.
MONIQUE F. PARSONS is a journalist, an award-winning audio producer, and an avocado farmer. A native of Carpinteria, California, she lives in suburban Chicago.
SARAH ALLABACK is an author and historian specializing in architectural and landscape preservation. She grew up in Carpinteria, California and lives in Amherst, Massachusetts.
MONIQUE F. PARSONS is a journalist, an award-winning audio producer, and an avocado farmer. A native of Carpinteria, Cal...
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