Clark County Press, Neillsville, WI

January 5, 2011, Front Page & Page 2

Transcribed by Dolores Mohr Kenyon

Green Leaf Market

Now Open in Neillsville

Green Leaf Market

Green Leaf Market, located at 2 Grand Avenue in Neillsville, opened Nov. 30, 2010, and features a wide variety of healthy foods and products.

“The purpose of this business will be to provide a healthy shopping alternative to conventional food markets and drug stores for both the residents of Neillsville and for tourists traveling through the area,” said Green Leaf owner Jeff Selk, who runs the store with his wife, Tracy.

The Selks, who both grew up in the surrounding area, purchased their business – which was a residence at the time – in November 2009.  They began converting the house into a business in June 2010.

Although Jeff has been involved in business for over 20 years, this is the first health product business he has owned.  However, Tracy has been a nutritional consultant for many years.

“The nucleus of Green Leaf Market will be a nutraceutical or health, nutrition and natural food retail store with additional products and services available,” explained Jeff Selk.

The store will feature many different items, including vitamins and supplements, herbs, personal body care, specialty diets, gourmet coffee and teas, health related products (dry brushes, ear candles, juicers) gluten free foods, purified water, health drinks, detoxification supplements and programs, health education (books, magazines, audio and video), healing-therapeutic music, local food products (jam, jelly, syrup, cheese and wine, etc.), high-nutrition pet food and supplements and nutrition-based gift boxes.

The store will also soon feature specialty oils (grape seed and olive) a juice bar and gelato, a low-fat ice cream.

“Products to be offered for purchase will be consistent with the theme of creating alternatives to living a healthier lifestyle,” said Selk.  “This means the core products will contain natural or healthier ingredients than may be found in conventional supermarkets or even in pharmaceutical drugstores.”

“For example, Green Leaf Market will carry products such as toothpaste or shampoos that will be all natural plant-extract based and not contain preservatives, artificial colors or synthetic fragrances found in mainstream products,” explained Selk.

“The focus on our vitamin and supplement line will be in selling high quality product that contains the actual listed active ingredients and potency they are advertising,” said Selk.  “Numerous laboratory testing’s having shown many mainstream vitamin companies do not contain the active ingredients they have listed on their packaging, thus giving the consumer reduced potency for their money.”

“In our vitamin section, there will be a real emphasis on children’s vitamins due to the market demand in this area,” said Selk.  “All available singular vitamins, multi-vitamins, whole foods multivitamins will be offered.  Supplements will consist of powder and capsule forms of products, such as zinc, CQ10 and omegas.”

“Herbs such as red yeast rice, grape seed and golden seal are products that will be available in bulk and packaged form,” explained Selk.

Green Leaf will soon offer a commercial kitchen, which will have a service window where customers can purchase gelato ice cream, fresh-squeezed juices, healthy smoothies and all-natural food items.

In addition, Green Leaf will also have a wine cellar in the downstairs of the building, which will feature wine and wine-making supplies.

Green Leaf features a variety of locally made products, including coffee from Eau Claire, maple syrup from Neillsville and lean meat from Granton, said Tracy, who explained the store also has honey made in the area and Amish rugs for sale.

Health-related food is the fastest growing segment of the food industry over the past 10 years, explained Jeff.

“Awareness of natural foods and supplements is on a dramatic increase, as is evident by nationwide sales,” said Jeff, who explained a 20 percent national increase took place over the past two years. “[That increase] is partly driven by the high costs of conventional medicine, forcing consumers to seek alternatives to medical treatment, but mainly by consumers wanting to promote their own wellness.”

 “As FDA inquiries and frightening side effects continue to plague the Rx and the over-the-counter drug industries, consumers are quietly shifting to more natural solutions for common ailments and symptoms, particularly for children,” concluded Jeff.

Store hours are from 9 a.m. to 6 p.m. Monday through Friday and from 9 a.m. to 4 p.m. Saturdays.  Store hours may be expanded during peak seasons.

Jeff (Left) and Tracy Selk pose at their new store, Green Leaf Market, located at 2 Grand Avenue in Neillsville.  The store opened Nov. 30, 2010, and features many healthy foods – many of which are made locally – and other health products.  (Photos by Peter Spicer/Clark County Press)

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