Nurturing Natural: Online Retailer Abe's Market Blends Etsy and Whole Foods This Web hub helps companies communicate their uniqueness and sell their goods.

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.