Market researcher and best-selling author Paco Underhill - hailed by the San Francisco Chronicle as a "Sherlock Holmes for retailers" - takes a hopeful and characteristically witty approach to how we can change the ways we consume, revealing the future of food in surprising anecdotes. For example, how cities are becoming countrified with the rise of farmers markets and rooftop farms; how supermarkets are finding their most valuable real estate - their parking lot - is better used to grow food and host community events; and how marijuana farmers, who have utilized artificial light to grow crops for years, have developed a playbook so mainstream merchants and farmers across the world can grown food in an uncertain future. A consumer anthropologist, Underhill is the founder of a market research firm and bestselling author of 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. Is our food system broken? Underhill invites you to discover how we produce, process, distribute, and consume food.