An “eye-opening” (Kirkus Reviews) and timely exploration of how our food–from where it’s grown to how we buy it–is in the midst of a transformation, showing how this is our chance to do better, for us, for our children, and for our planet, from a global expert on consumer behavior and bestselling author of Why We Buy.

Our food system is undergoing a total transformation that impacts how we produce, get, and consume our food. Market researcher and bestselling author Paco Underhill–hailed by the San Francisco Chronicle as “a Sherlock Holmes for retailers”–reveals where our eating and drinking lives are heading in his “delectable” (Michael Gross, New York Times bestselling author of 740 Park) book, How We Eat.

In this upbeat, hopeful, and witty approach, How We Eat reveals the future of food in surprising ways. Go to the heart of New York City where a popular farmer’s market signifies how the city is getting country-fied, or to cool Brooklyn neighborhoods with rooftop farms. Explore the dreaded supermarket parking lot as the hub of innovation for grocery stores’ futures, where they can grow their own food and host community events. Learn how marijuana farmers, who have been using artificial light to grow a crop for years, have developed a playbook so mainstream merchants like Walmart and farmers across the world can grow food in an uncertain future.

Paco Underhill is the expert behind the most prominent brands, consumer habits, and market trends and the author of multiple highly acclaimed books, including Why We Buy. In How We Eat, he shows how food intersects with every major battle we face today, from political and environmental to economic and racial, and invites you to the market to discover more.

Paco Underhill, the author of the hugely successful Why We Buy and Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service “female friendly.” Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities.

As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and preferences are transforming our commercial environment in a variety of important ways, from the cars we drive to the food we eat; from how we buy and furnish our homes to how we gamble, play, and use the Internet—in short, how we spend our time and money. With the same flair and humor that made his previous books universally appealing, Underhill examines how a woman’s role as homemaker has evolved into homeowner and what women look for in a home. How the home gym and home office are linked to the women’s health movement and home-based businesses. Why the refrigerator has trumped the stove as the crucial appliance. How every major hotel chain in the world has redesigned rooms and services for the female business traveler. Why some malls, appealing to women, are succeeding while others fail. What women look for online and why some retail websites, like Amazon, attract women while other sites turn them off. “The point is,” writes Underhill, “while men were busy doing other things, women were becoming a major social, cultural, and economic force.”

And, as he warns, no business can afford to ignore their power and presence.

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture–full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world’s emerging markets. New material includes:

– The latest trends in online retail–what retailers are doing right and what they’re doing wrong–and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.

– A guided tour of the most innovative stores, malls, and retail environments around the world–almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious S+uo Paulo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.

The new Why We Buy is an essential guide–it offers advice on how to keep your changing customers and entice new and eager ones.