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Community Corner

New Morning Celebrates 40th Anniversary

Owner John Pittari reflected on his years working at the store.

New Morning Natural and Organic has an energy about it, a certain synergy, that brings customers in and keeps them coming back.

That is why Arielle Ares of Danbury started coming to New Morning for her organic food, instead of chain stores.

"The energy is more authentic," she said.

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For 40 years, New Morning has promoted a healthy lifestyle with its natural, organic and eco-friendly products.

The store marked its 40th anniversary on Saturday, Sept. 17, with a celebration open to all, featuring food samples and live entertainment, both inside and outside the store.

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Live entertainment acts included the Offbeats, a local drum circle, and Doug Mayhard.

The food samples ranged from salad dressings to natural cookies to gourmet entrées.

John Pittari, owner of New Morning, used to shop at the store and wanted to learn the ropes. He said he started coming in two days a week to learn about the business.

“I wanted to help people, to leave the world a better place and make a living doing it," he said.

What sets New Morning apart is that it is not a chain, but rather a link in the community, Pittari said.

This sense of community is evident through relationships with individuals and local groups, such as Flander’s Nature Center, the Woodbury Land Trust and the Audobon Society. It is through those relationships that New Morning brings a synergy to the community, Pittari said.

The community certainly came out to celebrate with Pittari.

Bonnie Bardot and Jan Gregory were enjoying the musical talents of the Offbeats. Bardot said the initial draw of New Morning was the store's selection. What kept her coming back is how much she trusts the employees.

New Morning’s success stems not just from the superb selection but from the nature of the store itself, with a focus not only on food but on personal relationships and an intimate, real atmosphere for the customers.

Deborah and David Dressler come weekly for the “wonderful fish or chicken” and noted that the store has a vast selection, be it health products or dinner options.

New Morning is undergoing some changes in its 40th year. A new, larger building is undergoing construction approximately two miles down the road from its present location.

Pittari said the change is all good: A larger facility will be more effective to continuing New Morning's mission of supporting and educating people on sustainable healthy lifestyles.

He said he is actively seeking input from customers on their concerns, desires, what they want to change and what they want to stay the same.

"Even though it will be larger, we’re going to still maintain the human scale and the sense of discovery as you go through the store," he said.

The second floor will be for classes. In the present building, classes are well attended and space is limited, Pittari said. Larger groups will be accommodated in the new building and the types of classes offered will be expanded.

Customers need not fear change, Pittari said. Even though more products and services will be added, the heart of the matter stays the same.

“Products and trends come and go but relationships are maintained and there is still work to build a sustainable food community," he said.

The most rewarding aspect of the business is "working with people, developing relationships where the medium is organic food but the relationship is what drives you," said Pittari.

It is evident from the support and loyalty of local customers that the respect and appreciation of the 40-year legacy is well deserved.

Whether in the current store or two miles down the road, there will be many new mornings to come.

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