Despite pending change in location, Cornucopia owners plan to stay true to mission

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2 days ago

NORTHAMPTON — Cornucopia Natural Wellness Market will close its doors in Thornes Marketplace on June 30 in preparation for a move to a more sustainable location.
Jade Jump and Nate Clifford, owners of the natural market that has been a mainstay in the Northampton community since 1980, are actively searching the region for a more affordable site. So far, when considering the realities of post-pandemic retail spaces, Holyoke and Easthampton are contenders, they said.
'Our mission has always been to bring good, clean, organic food to people who don't have easy access to it,' said Clifford, 'and that's part of the reason why Holyoke is so appealing.'
The couple bought the natural grocery store in 2019 and, according to Jump, had 'the best year ever.'
Then the pandemic hit. Cornucopia closed for three months and then reopened for curbside delivery before it was able to fully reopen as a store. According to Clifford, sales haven't been the same since then.
Clifford said that, despite keeping a good profit margin and a tight expense record, sales have still been down 35% since 2019.
'The only way that we survived has been just being extremely scrappy,' said Clifford. 'Two years ago, we were like, 'This is what we need to get to in order to survive,' and we never got there. So we had to make the decision to leave before the decision was made for us.'
Cornucopia is not an anomaly in downtown Northampton, though. Since 2019, it has been estimated that at least 20 local downtown businesses have closed their doors, according to local reports, altering the face of the shopping and restaurant mecca in the Valley. This total does not include local businesses that have moved to neighboring towns like Easthampton.
When queried about the closures, Mayor Gina-Louise Sciarra's office issued a statement, wishing the business well in its endeavors.
Vince Jackson, executive director of the Greater Northampton Chamber of Commerce, said that, while he is heartbroken to see Cornucopia leave, he doesn't believe high rents are a problem, as some new businesses continue to open their doors.
'Commercial rents on a square-foot basis have remained stable for well over 10 years,' said Jackson, citing chamber tallies.
From his perspective, Clifford had to disagree. He said that, while people are shopping less post-pandemic, commercial rents in Northampton have stayed the same as pre-pandemic times.
'Retail is fundamentally different.' he said. 'We can only go by the numbers, and the data shows that we're down nearly 35% from a foot-traffic standpoint.'
To prepare for moving costs, Cornucopia is having a storewide sale and has set up a GoFundMe account. While they are able to move without the GoFundMe, Clifford said that having an extra cushion will determine how much they can do in their new space.
Throughout this change, both Clifford and Jump still value the community that has been a market pillar for decades. Clifford reflected on how the care from customers got him through when his father died unexpectedly last year.
'I just got hugs and support for weeks and weeks and weeks,' he said. 'I don't think people realize how much that helped me get through it.'
Jump recalled pandemic times, when they were doing curbside deliveries while she was pregnant, working up until the day she gave birth.
'I think people see and realize that we are authentic, and we genuinely care, and we genuinely love what we do, and we want to make a difference,' she said.
Community has long been an integral piece of the store's ethos. Jump and Clifford often have hand-delivered orders if a customer has a mobility or health problem and is unable to come to the store.
The care has been reciprocal. Jump said 98% of the response to their move announcement has been supportive, with customers stating, 'wherever you go, we will follow.'
Read the original article on MassLive.