New Morning Market Wellness You Can Trust, Naturally

By Clementina Verge

For more than 50 years, New Morning Market & Vitality Center has quietly redefined what a grocery store can be. More than a market, this family-owned gem—rooted in the Litchfield Hills—offers a soulful, sustainability-forward lifestyle designed with care. The focus is on thoughtfully curated essentials that support a holistic approach to health, from independently tested, clean-label wellness products to nourishing staples that honor both body and planet.

Step inside the Wellness Department and it’s instantly clear: this is the soul of New Morning Market in Woodbury. Curated like a luxury apothecary, the department features an array of premium products—each selected by experts with unwavering standards. “We’ve more than doubled our line of New Morning Market private label supplements and body care—offering over 100 new products to support your wellness journey,” says Julie Droege, marketing director. “From herbal blends to essential oils and tinctures, our expanded line is designed to make high-quality, affordable wellness accessible every day.” Every item is non-GMO, gluten-free, GMP certified, and independently tested for potency and purity. Formulations are free from artificial additives, with transparent labeling that highlights allergens. “Our Wellness Department is a cornerstone of our mission,” notes Droege. “It offers trusted supplements, vitamins, herbs, and luxurious body care—supporting whole-body health through natural remedies and customized care.”

From adaptogenic mushrooms and CBD, to collagen and vegan bodycare, the assortment speaks to the deeply personal nature of wellness today. A team of specialists, including certified herbalists, offers tailored guidance—from pain management to immune support and mental clarity. “What sets us apart is our focus on transparency and trust,” assures John Pittari, a visionary who helped establish New Morning Market and championed organic farming and environmental stewardship in 1971, before “clean living” entered the mainstream lexicon. “Every product is third-party certified, non-GMO, and vetted for purity and sustainability, upholding transparency that’s often hard to find in retail, especially online.” Pittari’s influence laid the foundation for a space where wellness isn’t just a product—it’s a promise. Today, his daughter Lucinda Pittari and son-in-law, Richard Park, carry that legacy forward, blending generational passion with modern innovation. What began as a modest food co-op in the early 1970s has blossomed into “Connecticut’s Best Health Food Store,” according to Connecticut Magazine and Natural Nutmeg, an accolade well-earned through a steadfast commitment to quality, integrity, and community. Today, New Morning is not just a haven for the health-conscious, but a farm-to-gourmet culinary experience.

Produce aisles brim with fresh flavors and vibrant colors from 100% non-GMO and certified organic fruits and vegetables that mirror the changing New England seasons. From maple syrup, honey, butter, and eggs, the goodness is locally grown, “thanks to farms in Connecticut and New York.” Sustainably sourced meats and seafood further speak of trust, with every partner farm and fishery handpicked for ethical practices.

“Environmental stewardship is at our core—our phase-out of single-use bags is just one example of our commitment to reducing waste,” says Pittari.

Craving something indulgent? Artisan cheeses, house-baked breads, and chef-crafted prepared foods cater to all dietary lifestyles—from vegan to paleo. A Cafe & Juice Bar serves up an organic array of teas, coffee, and smoothies, while made-in-house meals are prepared daily by chefs Cody Koester-Hoben and Pamela Buchler.

With deep ties to local farms and artisans, the market has helped shape a more sustainable and resilient regional food system and economy.

“When you walk into New Morning, you’re not just shopping—you’re joining a movement for health, sustainability, and connection,” assures Droege. “‘Wellness you can trust, naturally,’ is more than a tagline. It’s a philosophy and a promise woven into every decision, every interaction, every product.”—newmorningmarket.com