Member Interview: Natural Choices for Healthful Living
By Alice Shindelar, Member Services Manager
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Carolyn Berhman, one of INFRA’s newest members, opened her store in Natural Choice’s for Healthful Living in Columbus, Indiana thirteen years ago. For years before she opened her store, in her free time Carolyn’s researched and read about the kind of store she imagined she would one day own. Now her 5,300 square foot space is a hub for the community and one of a kind in its area.
Why did you choose to go into natural foods?
It wasn’t really the food that interested me first. It was supplements. I learned that you can’t get well eating junk food regardless of how many supplements you’re taking.
What are some of the challenges you’ve faced as an owner?
The whole retail end of things; that for me has really been challenging. I had no previous experience in retail. I tend to have more of a scientific background, rather than a creative and idea generator type of background. The INFRA listserv has been really helpful because people can help you with the process piece. Trying to figure out how to increase you customer base, improve your deli; all those skills have really been things that I have learned by word of mouth.
Did you always know that you would be an owner of a natural food store?
I always wanted to do this. My background is in telecommunications and computing. For the most part I was already an eater of natural foods and have always believed in the importance of supplements as an alternative to conventional medication.
What are some of your more memorable moments as an owner?
Moving my business. Seeing how much eating naturally can really help people. Finding out that there are other options for people who are facing health problems. We can eat differently and have a different life style through supplements. Introducing Columbus, Indiana to a different type store has also been a memorable challenge. We have a GNC and a Kroger’s here already that are trying to carry more organic but we are the ones who really promote lifestyle changes.
What do you see yourself going in the future?
Where else would I go? I’m going to be 62 this year. I run two miles three times a week. I have a Total Gym in town that I visit three times a week. My goal right now is not continue to work six days a week. The only way I would ever expand the store is if we suddenly had so many people coming in here that is became obvious Columbus, Indiana wanted it. The art is determining where you niche is and if you really want to get bigger. Right now we could probably increase our customer base by 400 a month and still be able to handle it, but we do it for Columbus so if they need it I’m open to do it.