CELEBRATING 50+ YEARS OF GOODNESS
New Morning Market has been committed to the good food lifestyle since opening our doors in 1971. With a team of over 100 employees working with countless local producers as well as partnering with dozens of local nonprofit organizations throughout the year, we ensure that the environment and the community continues to be at the forefront of our vision.
VOTED BEST HEALTH FOOD STORE IN CONNECTICUT
New Morning Market is always working to bring new, exciting, and healthful foods & products to our customers. We believe good food is key to a good life, that a good life is one shared among good people, that good people are good to the earth and that goodness is all around. The Goodness is In @NewMorningMarket.
Your guide to help your good food stay good (and avoid going bad)
Welcome to the world of natural and organic food, where flavor, freshness, and feel-good ingredients come together.
Without proper care, even the finest natural and organic groceries can go bad before you’ve had the chance to enjoy them.
The good news? It’s easy! We’ve rounded up simple, practical tips to help your food stay delicious and make sure nothing goes to waste.
Your veggies and fruits work hard to stay fresh, but they need a little help from you:
• Ditch the plastic (responsibly)!
Plastic bags trap moisture, turning your crisp greens into soggy sadness. If you’re using plastic when shopping, make sure to recycle the bags properly after use. Better yet, take advantage of our compostable produce bags, which are an eco-friendly alternative. Store leafy greens like lettuce and spinach in a breathable container or wrap them in a damp paper towel and place them in a perforated bag to maintain freshness and reduce waste.
• Fridge vs. Counter:
Apples and oranges can chill on the counter for a few days, but berries like strawberries, raspberries, and blueberries need to go straight to the fridge. For bananas, keep them on the counter—but away from other fruits unless you want everything ripened in record time!
• Herbs Need TLC:
Treat fresh herbs like flowers. Trim the ends and place them in a jar of water on the counter or in the refrigerator (except for basil— refrigeration turns it black!). Cover the jar loosely with a bag for extra freshness.
Bulk items are the backbone of natural food stores, but improper storage can invite unwelcome results.
• Seal the Deal:
Transfer grains, oats, and nuts into airtight containers as soon as you get home. Glass jars or sturdy plastic bins work wonders.
• Cool Storage:
Nuts and seeds love the fridge or freezer— they’ll stay fresher longer and avoid rancidity.
• First In, First Out:
Label your containers with the date you bought them and use older items first.
Scan here for New Morning Market’s Classic Overnight Oats Recipe
Raw milk is delicious and nutrientpacked, but it’s also delicate.
Cold is Key: Always keep raw milk refrigerated at or below 40°F. Once opened, aim to finish it within 7-10 days.
Keep it Sealed: Store it in its original container or transfer to a clean, airtight glass bottle to maintain freshness.
Scan here for New Morning Market’s Raw Milk Ice Cream Recipe
Fresh proteins are a centerpiece of many meals, but they require special attention:
• Timing Matters:
Plan to use fresh seafood and meat within 1-2 days of purchase. If that’s not possible, freeze them immediately.
•Wrap it Right:
For freezer storage, double-wrap meat and seafood in plastic wrap and foil or vacuum-seal for the best results.
• Thaw Like a Pro:
Thaw in the fridge—not on the counter! For a quick thaw, place sealed items in a bowl of cold water, changing the water every 30 minutes.
Scan here for New Morning Market’s Roasted Chicken 101 Recipes
• Clean Your Fridge Regularly: A clean fridge helps reduce spoilage. No one wants yesterday’s spills ruining today’s groceries.
• Know Your Zones: Use fridge drawers for produce (humidity control is key!) and keep raw meat on the bottom shelf to prevent drips.
• Shop Smart: Buy what you can reasonably consume in a week. Even the most organic, artisanal goodies won’t last forever!
By giving your organic groceries the love and care they deserve, you’ll extend their shelf life and get the most bang for your buck. Remember: good food doesn’t have to go bad! Happy eating!