We set out to name the store in the Spring of 2005. We agreed that the ideal name would represent our passion for the store and make a personal connection with our shoppers.

One of the main reasons behind our drive to open a local natural foods store is our desire to nurture our families. Our very first agreement on a name was Whole Family Foods. We tried out ideas using our daughters’ names Maya and Millie (M&M Market) or their nicknames Peanut and Honey Bee. Or maybe, we thought, our namesake should focus on a role dear to us with “Two Moms’ Market.” We liked quirky word play such as Mother Earth Market, Neighborfood and Good Natured Grocer. Feedback from our potential customers showed that the name couldn’t be too cute if it was to carry the ideals of the store. For a while, we searched for a literary or musical reference to communicate the personality of the store. We sat on Heather’s porch thinking of beloved books from our childhood and looking through a playlist of favorite songs. From this, we tossed around “The Giving Tree Natural Foods,” “Red Fern Natural Foods” and “Lovely Rita’s.” Again and again, though, we returned to the desire for simplicity. We nearly settled on Good Food Market only to learn that it is already registered as a trade name in Vermont. ... read more

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