New Morning
Organic natural alternatives to mass-market foods
New Morning originated in 1978 from the entrepreneurial
(and early morning!) spirit of an organic vegetable farmer.
While living in a lakeside log cabin in Ashburnham, MA,
the farmer awoke each morning at 4am, picked the freshest
produce from his five acres of organic vegetables, loaded
his truck and delivered the fresh produce to natural food
stores in Boston. During the off seasons as the amount
of produce decreased, various grocery items were added
to the early morning deliveries.
As the variety of items offered and the delivery route
expanded, so did the business. The company moved its
operations to an old apple storage building in Leominster,
Massachusetts (which they eventually outgrew!) New
Morning was even named to the “Inc 500” fastest growing
private companies in the US for 3 different years!
The entrepreneurial farmer began to focus on his favorite
part of the business– developing products! And in 1986,
New Morning became the first cereal brand to introduce
natural versions of popular mass-market children’s cereals
such as oat rings, fruit rings and chocolate puffs. Following,
New Morning introduced a graham cracker (and six line
extensions thereafter) – the first organic graham
cracker in the marketplace.