Gluten-free products are showing up increasingly in local supermarkets and specialty grocers, but Jennifer Keschner wanted to open a big, easy-to-navigate market where every item would be gluten free. And she wanted it to feel "like a normal store."
Eat Good, which debuted last week in the 2,000-square-foot space that used to house Bottles & Cases, has wide aisles, shopping carts and more than 700 products, from soup to nut-free candy.
Keschner's middle child, Sophia, 10, was diagnosed in April with celiac disease, an autoimmune condition that renders sufferers unable to digest gluten, a protein found in wheat, barley and rye.
That's when Keschner, a registered nurse-turned-stay-at-home mom, decided to add "entrepreneur" to her resume.
Choice is Keschner's byword: Scores of cookies, cereals, snacks and pastas; hard-to-score items such as frozen Chinese dumplings and frozen cookie dough. "It's not the most affordable diet," she concedes, "so we try to sell different price levels." For example, Eat Good stocks brownie mixes from Stonewall Kitchen ($10.95), King Arthur ($8.46) and Pamela's ($7.67).
Many of its gluten-free products are also formulated without nuts, dairy, soy and other allergens. Many more are organic and free of highly processed ingredients.
"Regular Heinz ketchup is gluten-free," Keschner said, "but I sell Organicville, which is organic and contains agave syrup instead of high-fructose corn syrup."
For many people, she explained, getting a celiac diagnosis is a time to re-evaluate their whole diet, to try to "eat better all around."
Mon - Fri: 9:00 am - 7:00 pm
Sat: 10:00 am - 5:00 pm
Sun: 12:00 pm - 5:00 pm