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ML Summary"Fairytale in the Supermarket" by Erik Baker explores the evolution of Erewhon Trading Company, a pioneer in the natural foods industry, from its countercultural roots to its eventual unionization. Founded in 1966, Erewhon grew rapidly, reflecting the broader boom in the natural foods market. Discontent among workers led to the formation of a union in 1979, revealing a gap between the company's New Age ideals and the reality of management practices. The founders' commitment to Buddhism and Right Livelihood clashed with the exploitative tendencies typical of larger businesses. Paul Hawken, an early leader, initially fostered a collaborative work environment, but later struggles with rapid growth led to his departure. The New Age movement's emphasis on entrepreneurship emerged as a response to bureaucratic structures, promoting individualism and creative voluntarism. However, the reality often fell short, as many entrepreneurs faced the same oppressive dynamics as traditional employees. Baker highlights the tension between the aspirational spirit of countercultural entrepreneurship and the harsh realities of capitalist market pressures, emphasizing a sense of disillusionment alongside the promise of transformation.