Ross Eaton puts items on the
shelves at Good Harvest Market on Thursday. Workers were
racing to get the store open on schedule.
WAUKESHA - Good Harvest Market co-owner Joe Nolan wants his new
larger natural food store and café to be a place where people
come and stay awhile - their third place.
Referring to the
book “The Great Good Place” by Ray Oldenburg regarding community
building, Nolan said the first place is home and the second
place is work, while the third place should have food and drink,
is highly accessible, involves regulars, is welcoming and
comfortable and a place to find old and new friends.
“We want to make sure we’re that third place
where people can come and sit awhile,” Nolan said.
The newly constructed Good Harvest Market and
Café at 2205 Silvernail Road will open to customers Wednesday. A
20-percent-off sale at the Meadow Lane location starts Saturday.
With its upstairs lounge area, the Harvest Café
has a variety of seating, food and beverage offerings. The
lounge area has space for musicians to perform and students to
work on projects. On the second floor is a balcony where herbs
will be grown, Nolan said.
The outdoor patio at Good
Harvest Market will feature a fire pit and views of the
nature conservancy on the property.
On the main level of the expanded café is a room
that can be rented and which is filled with mismatched old
chairs Nolan and his wife, Jody, have found. Like every area in
Good Harvest Market’s new location, the café has grown. There is
now a cold case for pizza and beers, in addition to a hot food
bar, a new dessert case, store-made gelato, a salad case and
In addition, the café will open one hour before
the retail side and offer breakfast, lunch and dinner daily,
Nolan said on Thursday while crews wrapped up their work inside
and outside the 23,000-square-foot building. The Nolans also
hired about two dozen new employees for the larger location.
One of the dairy areas in the
new Good Harvest Market.
Wine and beer
by the glass
Nolan said wine and beer will be sold by the
glass with two beers on tap, an offering that required Waukesha
to change an ordinance. He believes Good Harvest Market is the
only grocery store in the state to sell wine by the glass.
Just down the road from its old location, Good
Harvest Market will now be surrounded by a land conservancy and
offer outdoor dining with a fire pit. In all, the Nolans
purchased 23 acres of land, 17 of which are part of the land
conservancy. The other six contain the grocery store and another
lot that may eventually be developed.
A vintage counter is
incorporated into the Good Harvest Market café counter.
A natural feeling continues from outside to
inside the food store. Upon entering, shoppers will first see a
display of local products and then a produce department that is
60 percent larger than Good Harvest’s produce section in its
approximate 12,000-square-feet location.
The bulk bins have tripled in number and a liquid
bulk dispenser for such products as honey, maple syrup and olive
oil has been added. Three kinds of Wisconsin coffees - Just
Coffee from Madison and Colectivo and Anodyne from Milwaukee -
will be sold. Nolan said buying in bulk makes it less expensive
for people to eat organic.
Upstairs in the café is an
area with comfortable chairs and couches described by
co-owner Joe Nolan as a “third space” where people can
gather outside of home or work.
The seafood case has also tripled in size, Nolan
said, which is an area that his natural foods store can compete
with the larger stores in the area. All the seafood is
sustainable. The meat, seafood and cold salad containers will
have store-packaged items ready to grab-and-go or a person can
ask an employee select a certain amount of a product.
Whether its meat, produce or other items, Nolan
said Good Harvest Market strives to stock locally grown
The Good Harvest Market café
features antique chairs.
“The more local we can get, the better,” he said.
Next to the dairy cases are a specialty cheese
and olive island and a larger wine section. All beer is now
stored in coolers. One area that has not grown much is grocery
because the bigger customer draw is for the natural and organic
items and fresh products Good Harvest Market stocks, Nolan said.
Local artists painted vegetables and food items
on the wall, while Jody Nolan, a ceramic artist, created tiles
for the floral area and café.
“We want a sense of calmness. You can spend hours
if you want,” Nolan said of the new store.
A grand opening celebration will be held May 13.
At a glance
What: Good Harvest Market
Where: 2205 Silvernail Road, Waukesha
When: Opens to the public Wednesday.