From petition to community staple, Food Matters Market nears decade milestone

As early morning shoppers browse the colorful aisles at Food Matters Market & Café, employee Josh Chapman stocks fresh cabbage in the produce section while, behind the meat counter, Terrence Bumgarner slices swordfish for the day’s selection.

While routine, these tasks reflect a broader mission that has sustained the store for nearly a decade: building trust around organic food in a small-town market. Over the past 10 years, Food Matters Market has grown alongside a customer base that increasingly values where their food comes from, said Manager Joshua Probst.

The idea of bringing Food Matters Market to Morganton was born in late 2014, when residents launched a viral Facebook petition to recruit the Brevard-based grocer. Nearly 2,000 residents signed the petition overnight, and by April 2016, the former Harris Teeter and Lowes Foods building became home to what’s now a bustling community hub.

But the store’s popularity didn’t come overnight, Probst said. He has been with the store since its early days, starting as a part-time employee in the produce section and now leading the store.

“It took a little while to gel in the community,” Probst said. “We’ve had certain regulars that have been with us since day one, but it kind of took a little bit for people to not be wary of the organic or natural label.”

Some of the hesitation can be attributed to pricing, but another challenge was convincing people that buying all-natural products is a lifestyle and not a fad. The store’s early customers were primarily people with special dietary needs, who needed products that other stores weren’t offering.

During the COVID-19 pandemic, the store got a lot busier, he said, and has been booming ever since. The market has gained traction over the past few years, specifically with younger parents who are prioritizing an all-natural lifestyle for their families.

“We’re seeing a lot more of our young families, people who want to feed their kids natural, pure ingredients without a lot of chemicals,” Probst said. “It’s just nice to know what exactly is going into your family’s bodies.”

That shift, Probst said, also reflects a broader change in Morganton, where more residents are choosing to support local producers and businesses. Whether it’s buying a bag of coffee beans from Morganton’s own Little Guatemala or choosing a carton of eggs from Queen B Farms in Mebane, which has been farming since the 1800s, the market offers a range of products sourced from across the region.

Food Matters Market also buys from Happy Dirt, an organic produce grower and distributor that works with local farmers across North Carolina and the Southeast.

“We have countless local suppliers and other fair trade goods,” Probst said. “For instance, we only buy coffee from places that pay their workers fairly. That’s really important to us.”

Not only does the store offer unique products that set Food Matters Market apart from legacy grocery stores, but Probst said the genuine customer service is what gives him a sense of pride. The store’s staff of 30 has nearly doubled since it first opened a decade ago, Probst said. Many of the store’s employees, especially the core management group, have been familiar faces to the community for at least the last five years.

“I think in a lot of grocery stores, it’s hard to even get acknowledged,” Probst said. “What we try to instill in our employees is to just be yourself and be real. I think that’s what we do best.”

“It’s kind of in our slogan, ‘Where People & Food Matter,’ we want to stick to that philosophy,” Probst said.

To stay competitive, Probst said Food Matters Market is a member of INFRA Natural Food Retailers, a purchasing cooperative of independent, organic, and natural food and wellness retailers that helps with competitive pricing from distributors and monthly sales.

“Without that, it would indeed be pretty difficult,” Probst said, adding that the company is always looking to branch out into new brands, and customers can always put in a special order form for products they’d like to see in the store.

As the store approaches 10 years of business, Probst said it’s growing by leaps and bounds, implementing new technology and finding new ways to do things. He has also seen many employees grow, with some who started as cashiers now leading departments.

Probst said the store’s success comes down to relationships with customers, employees, and local producers alike.

“It’s amazing to all grow together,” Probst said, “And in Morganton, having seen the same people once or twice a week for 10 years is great.”