Good Harvest Market to celebrate 10 years

By Katherine Michalets - Special to The Freeman

Jan. 21, 2015

DuWayne Effland sprays water on fresh organic produce at Good Harvest Market Tuesday morning. The store is celebrating its 10th anniversary and will move into a new location later this year.  
Charles Auer/Freeman Staff 

WAUKESHA - The past 10 years of operating Good Harvest Market have gone by quickly for owner Joe Nolan, but those years haven’t been without their trials and triumphs.

“It feels like it has flown by. It certainly has been a rewarding, not necessarily financially, but an emotionally rewarding endeavor,” Nolan said of the Waukesha store located at 1850 Meadow Lane.

The natural food store will celebrate its 10-year anniversary by giving a discount to customers and donating money to local charities. On Monday, 10 percent of the store’s sales will go to local nonprofits NuGenesis Farm and The Waukesha County Green Team. Customers will also save 10 percent on their shopping bill, but can use this discount as an additional donation if they choose.

In addition to thousands of organic items, Good Harvest Market offers locally grown foods, sustainably harvested foods, GMO-free foods and fairly-traded products.

Organic produce at Good Harvest Market Tuesday morning.  
Charles Auer/Freeman Staff 

When asked about his plans for Good Harvest’s next 10 years, Nolan said he and his wife, Jody, are more focused on the next 10 months, during which a new, larger location will be opened close to the current store. The 23,000-square-foot store should be open by late April or early May, Nolan said.

With Good Harvest’s lease coming to an end, Nolan said it was a good time to make a change, especially considering the growth in sales they have seen during the past decade. 

Before opening the store Jan. 26, 2005, Nolan said they thought running a grocery store couldn’t be “rocket science,” but they soon learned it was harder to properly price goods and hire the right amount of people.

“It took us a while to get things right,” he said. “It took getting good managers, especially a general manager in place to make sure things were done correctly.”

The positive interaction with customers and receiving thank-you notes from them, as well as working with employees, have been the most meaningful moments for Nolan.

“It has been really rewarding knowing we have given $10 million or more in salaries in local residents; it’s been great to know we have helped so many families,” he said.