About Paco Underhill
Paco founded Envirosell Inc. in 1986 as a testing agency for prototype stores. A consulting firm that does research, Envirosell has worked in 50 countries and with more than one-third of the Fortune 100 list.
While prototype testing of stores, restaurants and bank branches is still 30% of its business, Envirosell’s largest clients in 2019 were technology companies trying to understand consumer behavior in store, in home, on the job, and on-line. Other clients included global Mall Developers, CPGs, healthcare groups, airports, professional sports clubs, theme parks, home builders, office designers, and on-line agencies. Paco has stepped back as CEO of Envirosell in August of 2020 and gave the company to his young employees. Paco is now the strategic advisor to Envirosell Global LLC.
Paco is the author of popular books including Why We Buy: The Science of Shopping out in 28 languages and used in MBA programs, design schools and retailing training programs across the world. His books and articles are used in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic. His newest book How We Eat: The Brave New World of Food and Drink will be published by Simon & Schuster in January of 2022.
As a speaker and presenter he has worked in 50 countries talking to merchants, marketers, bankers, technologists, hospital groups, government agencies, cultural institutions, non-profits, trade institutions, and most importantly students. As the son of a diplomat who grew up around the world – he has a global perspective and believes in Edutainment – laughter and education are intertwined.
Where to find Paco Underhill
How We Eat: The Brave New World of Food and Drink
An entertaining 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.
Our food system – how we produce, process, distribute, and consume food – is broken. But we have the opportunity to do better. Market researcher and best-selling author Paco Underhill sets out to solve these problems and show us where our eating and driving lives are headed in his newest book, How We Eat. Hailed by the San Francisco Chronicle as “a Sherlock Holmes for retailers”, Underhill takes an upbeat, hopeful, and characteristically witty approach to how we can change the way we consume. How We Eat reveals the future of food in surprising ways, like how the city is getting country-fied with the rise of farmer’s markets and rooftop farms; how supermarkets are on their way out with their most valuable real estate, their parking lot, for growing their own food and hosting community events; and how marijuana farmers, who have been using artificial light to grow a crop for years, have helped Walmart plan for how to grow food for 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.