Two Negaunee business owners are trying out something new to the U.P. -- an entirely vegan grocery store. The City Green Market is now open and offers vegetarian, vegan and organic products to shoppers.
Pasties, cudighis, and… veggie burgers?
The corner of Iron Street and Pioneer Avenue in downtown Negaunee isn't where you would expect to find the first vegan grocery store in the entire Midwest. But that is where
City Green Market opened its doors, offering a variety of edible options and household goods for dedicated vegans and for those seeking to expand their dietary horizons.
For hesitant shoppers expecting to find their choices limited to tofu and sprouts, store owner Jeff Plummer is happy to discuss the store's varied inventory.
"We have soy milk, vegan cheese, tofu, vegan sausage, coconut milk, yogurt, four kinds of vegan pizza, vegetables, veggie burgers, buns, breads, twelve different flavors of vegan ice cream, organic sugar cones, nut butter, organic cereals, cornflakes, cocoa crisps, personal care products, and paper goods," says Plummer. "It feels like a little grocery store that happens to be vegan."
As Jeff and his wife, Carrie, prepared for their store's opening earlier this year, their enterprise was met with a mix of skepticism and good wishes from area residents.
"A couple of older residents said, 'I wish you the best, but I don't think you're gonna make it.' But they wished us well," says Plummer. "I think people are going to gravitate this way more as they learn more about where their food comes from."
The Plummers are Lower Michigan natives who settled in the U.P. in 2002. Jeff's first venture into retail was buying and selling antiques. He is the owner of Old Bank Building Antiques, also located in Negaunee.
"I never really studied business," Plummer says, adding, with a laugh, "I started studying it in college and I hated it. But I realized business is a powerful way to impact people. (City Green Market) is an opportunity to share what I care about with the public, and make a living."
Although the Plummers adhere to an exclusively vegan diet, Jeff understands that many of City Green Market's customers are cautious fledgling explorers of vegan eating.
"I like being vegan; it's something I'm proud of, and it's nice to share it in a grocery store, which is a non-threatening way to share it. Food and people are a good mix. Food is something people enjoy, so I catch people in a good mood."
Besides the Plummers, City Green Market has one employee, Briana Rasmusson. Rasmusson, a Minnesota native, attends Northern Michigan University, where she is a senior majoring in psychology. Rasmusson is also a vegan, and appreciates working in an environment that promotes values she believes in.
"I realized that I am not into selling, selling, selling, promoting, or marketing junk. It goes against my beliefs. I think I connected so much with City Green because it's really something I believe in. I get super excited talking with customers, sharing ideas and recipes, encouraging other people to try new vegan products," she says.
"We have a lot of products people already eat but are vegan alternatives. It's a lot of the same stuff you find at a regular grocery store, but it's plant-based," says Rasmusson.
While Plummer believes that organic, vegetarian, and vegan eating will become more widespread as people gain knowledge of the health and environmental benefits, he also understands growing a small business is a slow but steady process.
"I think it takes time, and you have to be patient. I think it'll be a year or two before we're actually getting busy. We were very busy at our open house, and I'd love to see that every day, but you have to be realistic. We have to do it slowly."
And, as with more conventional markets, there are bargains to be found at City Green. "When stuff gets near the best by date I mark it down to half price, I think people like a half price sale," says Plummer.
Future plans for City Green Market include a fair trade organic coffee bar and a deli, both of which are planned for the spring.
City Green Market is located at 202 Iron Street in Negaunee. It is open from 10 a.m. to 6 p.m., Monday through Saturday. For more information, call 475-6000, or visit the
City Green Market page on Facebook.
Deb Pascoe of Marquette is a freelance writer and a peer recovery coach for Child and Family Services of the U.P. A former columnist for The Mining Journal, her book, "Life With a View ," a collection of her past columns, is available in area bookstores.