Our Standards
Thoughtful food and supplements. Chosen with care.
We’re an independent natural foods store focused on products made with care — for people who value ingredients they can trust.
For nearly three decades, our goal has been simple: to improve the wellness of Southeast Missouri by offering thoughtfully chosen food, everyday essentials, and wellness products; by employing knowledgeable staff who care about customers; and by supporting the local economy whenever possible.
What we carry — and what we don’t — reflects those commitments.
How We Choose Products
Every product here is reviewed and chosen locally, by real people — not algorithms or corporate buying teams — with our community in mind. Selection isn’t automated or outsourced. It’s discussed, evaluated, and revisited over time.
In general, we prioritize food, wellness, and everyday products made without:
- Artificial colors
- Artificial sweeteners
- Synthetic fragrances
- Growth hormones
- Routine antibiotics
- Ingredients used primarily to cut costs rather than add value
We look for ingredient integrity, meaningful benefits, clear purpose, and brands that are open and honest about how their products are made and sourced.
Why Ownership Matters
We actively favor independently owned companies and smaller producers whenever possible. Ownership affects how products are formulated, how businesses respond to feedback, and how accountable they are to the people who buy from them.
While we do carry products from larger companies, those items are selected deliberately and held to the same standards of transparency and quality as everything else on our shelves. Scale alone is never a qualification.
Local When Possible. Thoughtful Always.
We value local and regional sourcing when quality and consistency allow — but we don’t apply a one‑size‑fits‑all rule.
Some ingredients and products are best sourced beyond our immediate area due to climate, supply, or quality considerations. Our guiding principle is simple: choose the best option for the product, the customer, and the long term.
People, Not Systems
Unlike online retailers, the products we carry are not selected by volume‑based systems or trend optimization. They’re reviewed and discussed by our team with our specific customers in mind. Our role as staff isn’t to memorize rules or recite talking points. It’s to help customers feel confident shopping here — even when the right answer is, “Let’s look into that.” Thoughtfulness and honesty matter more than having a quick answer.
Not Everything — Just the Right Things
You won’t find everything here. You will find food and supplements you can feel good about buying. That’s the standard we hold ourselves to — and we revisit it constantly.
