The story behind this cookbook was told in this blog entry (http://politicsoftheplate.com/?p=1051) by Barry Estabrook. The American experience is much different to Australia, but this book sounds (I haven't read it yet) like we could have a few more places likeBi-Rite Market , and some more books like this one.
I liked this quote from Sam Mogannam talking about the transformation of the old shop and its product range (bulk cheap liquor and cigarettes)
"When we started making these changes, some guests grumbled about the higher prices that came with these more sustainable foods. We tried to help them understand the factors behind those price tags, including the lower yields (but higher quality) associated with organic farming. We worked hard to instill the idea that every grocery purchase affects the environment, the economy, and the well-being of the people who feed us. We talked about the true cost of food, including the hidden costs of subsidies (paid for by our taxes) and health care. In short, we all have the power to either contribute to the problem or be part of the solution. We all have the opportunity to make an impact every time we eat."