Valpo market looks to cater to a healthy lifestyle

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BY SHARON PORTA
Times Correspondent | Sunday, October 19, 2008 | (No comments posted.)

When Daine Haines was working as a broker in the natural food industry, she would come across beautiful health food stores offering a wide variety of products.

After a few years in the business, tired of sometimes traveling up to 1,000 miles per week, Haines decided that Northwest Indiana needed something similar. So four years ago she opened Au Naturel Market in Valparaiso.

"I explored many locations and felt that finding a location in Valparaiso near the university would be a good spot for the store," Haines said. "We have many loyal customers, about 80 percent come from Valparaiso, and more of the college kids shop here every year."

Haines feels the health food industry is a growing field.

"People are becoming more aware," she said. "Doctors are also sending their patients in for specific products -- they are learning that not everything needs a prescription."

Au Naturel carries organic beef, poultry, and produce, vitamin supplements and more. The lines of natural makeup and organic hair dye are among the most popular items in the store.

"We are also selling a lot of organic beef," she said. "People don't want the growth hormones or pesticides in their food."

When she started the business, Haines realized it takes most new businesses almost three years to turn a profit. Now that Au Naturel Market is in its fifth year, it is doing well. However, Haines has discontinued the online portion of the business she once had.

"Getting to the top of search engines is very expensive," she said. "We kept it open for three years, but it was costing me more than I was making."

Still, sales are up and an increasing number of products are becoming available.

"Organic is a bit more expensive, but people are determined to raise their families in a healthier fashion," she said.

Au Naturel Market
Location: 1708 E. Lincolnway, Valparaiso,
Phone: (219) 465-1984
Owner: Diane Haines
Opened: September 2004
Number of employees: Five
Type of business: Independent health food and beauty products store
Web site: www.aunaturelmarket.com

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