About Us

About Us


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Welcome to Be Natural Market

Learning to take care of your health is a lifetime occupation. Through all the fads, diets, and the media’s latest craze, one truth stands sure – eating fresh, wholesome and nutritious food is good for your health. Be Natural Market’s mission is to build a healthier planet through a healthier community.

Natural food stores like ours started a health care “revolution.” We may be smaller than those big supermarkets, but the size of our heart is what really matters. Founded in 1984 by local residents Mary Underwood and Ben Henderson, Be Natural Market is a homegrown natural food store. The new owners, Dave and Catherine Reczek will continue the Be Natural Market tradition of excellence. It is our intention to provide a continued, expanded and refined emphasis on local produce and healthy products, value and selection to our customers. For friendly, knowledgeable, helpful, and dedicated service, visit us at Be Natural Market! Stay tuned for some exciting changes coming to our store in the near future. And as always…Just BE!

We take pride in what we do…and happily others have noticed too: Awarded Best of the Best – Natural Food – Watauga County, Awarded Top 10 Right to Know Grocers in the Southeast, and much more!

Our policy is simple. It’s written on every receipt we give out: the customer’s satisfaction is 100% guaranteed (*subject to terms and conditions).

At Be Natural Market, we pledge to Be:

AUTHENTIC– From our customer service to our team members and in our message, Be Natural Market strives for authenticity in everything we do. That means keeping all things direct, simple, but full of heart and character. Our store is a place where folks can come in and…Just Be!

INVESTED– Our customers’ well-being is our primary concern. Ingredients count. That’s why we hold the products we sell to a high standard. We read the labels so you don’t have to!

FRIENDLY– We always strive to foster a strong sense of community and togetherness. Although small in size, we have a very big heart.  We smile because we’re happy you’re here!

FUN– We’re not interested in being some staid corporate entity.  When you’re here we want you to enjoy yourself– let’s just have FUN! Don’t Worry, Be Natural!

ROOTED in this community – We feature a variety of LOCAL products & services and support local causes and organizations. We’ve been around for 32 years and we plan on being here for a long time to come.