It’s nine-eleven, “Big Blue has landed,” and all is well…

“Big Blue” is my nickname for our book…named for that glorious blue apple

"Big Blue Has Landed" in Missouri

First book shipment arrives in Missouri — Bulk Sales Now Available to You

My good friend Susan Benigas, who I first met while working on a project with Dr. Campbell and his son, Nelson, a few years ago — placed her first book order on September 1, for (48 books) of Healthy Eating – Healthy World. Her shipment arrived on Thursday. She wrote me the next day:

Two cases were delivered to my doorstep sometime yesterday.  Jim, the book is beautiful; congratulations!  Can’t wait to read it.

Leaving right now to deliver an entire case to the 24 person staff of Dr. Doug Watanabe, my dear friend and business partner in Perfect Search Solutions, LLC.  I’ve presented to Doug’s staff and many have had tremendous life transformations through the power of plant-based nutrition.  I was in for a dental cleaning appointment this morning, and everyone was asking for copies of your book.  So….I’ll be ordering yet another case to replace my Chistmas gift inventory! Best, Susan

You may recognize this distinctive logo; it appears on every copy of "The China Study" that has ever been printed -- almost a million.

BenBella is now open for business. Monday, that is. Now that the first shipment has arrived safely, I am empowered to offer you the same price that Susan and I are both paying for our personal copies. Here’s the deal:

  • By ordering in bulk directly from the publisher, BenBella in Dallas, your price is 50% off the cover price of $14.95 or $7.48.
  • With shipping, you can expect to pay a total of around $8 per book. Amazon is selling them now (for Oct. 1 shipment) at $10.17 plus shipping.
  • Minimum bulk order size is one case or 34 copies; my first order is for 545 copies, arriving tomorrow.
  • The books are being shipped from the printer, who is in MN, so the closer you live to MN, the less your shipping costs will be.

What about international? Since shipping costs almost $5 per book, BenBella offers a 60% discount for international shipments. Hence, your book cost is $5.98. Even with shipping, your delivered cost per book is about $4 less than the cover price of $14.95.

How to place your order. Contact Aida Herrera (or assistant Laura Alberter) at the BenBella HQ in Dallas.  Her contact info:

Administrative Director | BenBella Books, Inc., 10300 N. Central Expy., Suite 400 | Dallas, TX 75231, T 214 361 7901 |  F 214 750 3645 — Email:

A word about Chesterfield, MO. In August of 2009, I was part of a strategic planning meeting at the home of Susan and Jon Benigas. During that meeting with Nelson Campbell (Colin’s son), Gina Copeland, and Steve Heerboth; the original seeds were planted for the book that I am now holding in my hands. I didn’t know it at the time; but I was about to become an activist; something I would have never imagined in a million years. 

"The Eagle Has Landed" July 20, 1969. Where were you? I was a junior officer in the USCG in Hawaii, watching the telecast from my Diamond Head bachelor pad. I still get goosebumps.

Not considered a very pretty word by many; activism to me is a good thing — meaning the simple process of doing all that I can to promote health, hope and harmony on planet Earth. It means sharing my relatively unique “big picture” knowledge of this crucial topic with every human possible — even if it means going up against the powerful meat, dairy & drug industries and the USDA.

This blog is the first step. The next step is our completed book, which Susan is distributing in St. Louis like there is no tomorrow. My activist mission is all about providing education regarding the many crucial things that I know to be true — things that are driven by what we choose to feed ourselves. I want every single person to have access to ALL of the critical information that they should consider before deciding what to feed their own families. Information that goes far beyond the personal health of those families.

Once you have all of that “big picture” information, the choice of what you do with that knowledge is up to you. Our job is to help you figure out the GPS coordinates of your ultimate destination — and maybe provide you with a little helpful guidance as you “NAVIG-8” your own way to vibrant health. (FYI, my CT license plate is “NAVIG-8”).

One final note. Just before finalizing this blog, I got this message from Nelson Campbell, who wrote the Foreword to our book with his father, T. Colin Campbell. He writes:

Jim, I got your book today.  It is so beautiful.  The cover is amazing. And what is in between is even more amazing.  Have a great weekend! Nelson

"Big Blue" alongside what is quite possibly the most powerful book ever written.

Colin’s signed book has also arrived by now at his home in Ithaca, NY. Speaking of Colin, as I sit here finishing up this blog, I just placed our new book on the table in front of me alongside my original, somewhat tattered, copy of The China Study.

With all the blue and green, they definitely look like they are members of the same family — and they most definitely are. (Our BenBella publisher, Glenn Yeffeth, probably had that in mind all along.)

Looking back, I remember how excited I was when Karen and Colin Campbell both signed my China Study; at the Zen Palate Restaurant in New York City on December 6, 2005. At the time, Karen asked me why in the world I wanted her to sign my book. I replied, “because as I understand if, if it had not been for you, there would be no book.”


If you like what you see here, you may wish to join our periodic mailing list. Also, for help in your own quest to take charge of your health, you might find some useful information at our 4-Leaf page. From the “great salt pond” on Block Island in the great state of Rhode Island – Be well and have a great day.

If you’d like to order our book on Amazon,  visit our BookStore now.

—J. Morris Hicks…blogging daily at

From BenBella Books -- Dallas, Texas

About J. Morris Hicks

A former strategic management consultant and senior corporate executive with Ralph Lauren in New York, J. Morris Hicks has always focused on the "big picture" when analyzing any issue. In 2002, after becoming curious about our "optimal diet," he began a study of what we eat from a global perspective ---- discovering many startling issues and opportunities along the way. In addition to an MBA and a BS in Industrial Engineering, he holds a certificate in plant-based nutrition from the T. Colin Campbell Center for Nutrition Studies, where he has also been a member of the board of directors since 2012. Having concluded that our food choices hold the key to the sustainability of our civilization, he has made this his #1 priority---exploring all avenues for influencing humans everywhere to move back to the natural plant-based diet for our species.
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