Nurturing Natural: Online Retailer Abe's Market Blends Etsy and Whole Foods This Web hub helps companies communicate their uniqueness and sell their goods.
By Jason Daley •
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On the supermarket rack, FullBloom Baking Company's oatmeal cookies are laid out next to boxes of mass-produced baked goods. That could make it a bit tough for customers to get that the products are natural and organic and made in a sustainable factory, or that the company that makes them gives back to the community.
That was a big problem for 21-year-old San Francisco-based FullBloom when it decided to shift gears and sell its fresh and frozen all-natural baked goods directly to the public instead of supplying cafés and restaurants. But recently FullBloom found a solution for getting its marshmallow bars and feel-good story to the masses: Abe's Market, an online hub for natural products that focuses on telling the stories behind the small businesses they partner with.
