Food Matters: Fresh, local, and responsive

A visit to Food Matters in Morganton is like a trip to the sort of classic, small Southern grocery store many of us remember from our childhoods in the 1960s and '70s.

The grocery outlet has a warm, organic vibe, the fresh produce is a feast for the eyes, the employees are friendly, and the store is spotless and airy. 

Store manager Joshua Probst says Food Matters is a local market, showcasing meat and produce from local farmers, run by local employees, for local customers. 

“I think what sets us apart is, if you go to another store, decisions for that store are being made by someone in an office hundreds of miles away,” Probst said. “(Food Matters) is a store brought to you by people from your community, for you. When we make decisions about what we carry or what we drop, those are people right here, making those decisions.”

“Our sets, our displays, are all made by people who live here. Our products are chosen by people who live in your community for people who live in your community,” Probst added.

Morganton’s Food Matters is one of two stores in the region, with the anchor market in Brevard. They have been open in Morganton for seven years, in the old Harris Teeter/Lowes Foods building on Avery Avenue. 

The store’s staff of 28 works seven days each week to provide high-quality, organic products to shoppers. Food Matters receives shipments from United Natural Foods and Mainline Organic and Natural Brands, as well as produce and meats from area farms. 

“We want to promote organic products, natural food free of hormones and additives, as well as promote local farmers and items from around here,” Probst said. 

The store receives those local products through Blue Mountain Distributors. The company picks up local milk, snack products, sauces, and supplements for the store. 

Food Matters reaches out directly to local farmers and their fresh, colorful produce greets customers as they enter the store.  The store's fruits and vegetables rival those found in any farmers market.

“Kerrin, our produce manager, has a lot of good relationships (with local producers), so we are constantly buying things that are seasonal, and what’s available fresh at the time,” Probst said. “Our produce is really the gem of the store.”

Customers can check a small chalkboard in the produce area to see what’s in season, and why certain favorites may not be in stock at certain times. It’s part of the personal, local service that makes the store unique.

“We want to create that relationship with customers,” Probst said, “to keep them informed and let them know if we can’t get something, it's not an oversight, it's just not available.”

Food Matters also offers an outstanding meat market, brimming with local hormone and additive-free selections. 

Meat market manager Mathis Greene has been with Food Matters for about six years. The market carries meats from Highlands Family Farm in Connelly Springs and Hickory Nut Gap Farm in Fairview, as well as a few other all-natural organic suppliers.

During November, Food Matters has been featuring special pricing on Thanksgiving items and has taken orders for organic turkeys from Mary’s Free Range Farm, which are being delivered this week. While many customers pre-ordered their Thanksgiving birds, Probst said a few extras may be for sale.

Customers visit Food Matters for more than just groceries. The store features a popular deli and seating area for dining just inside the front door, which features all-natural meats and cheeses without any added hormones, antibiotics, or nitrates. 

Daily specials at the deli include creative sandwiches, wraps and soups. Customers can also choose pre-made sandwiches, salads, soups, and wraps from the deli’s cooler. The deli closes at 4 p.m. each day.

“I would say that's (the deli) what really draws people into our store,” Probst said. 

The store also features a nice beer and wine section where shoppers can choose from a wide selection of alcohol. “Our mission is to have a bottle shop sort of feel with rare beers as well as a few familiar favorites, like PBR, along with beers from small microbreweries,” Probst said.  

Food Matters is located at 210 Avery Ave. in Morganton. They are open Monday through Saturday from 8 a.m. to 8 p.m. and on Sundays from 10 a.m. to 6 p.m. They can be reached at 828-475-7492.

Sandra Wilkerson Queen is the education and business reporter for The Paper. She may be reached at 828-445-8595 or via email at sandra@thepaper.media.