OUR ROOTS

Hello, World!

Healthy Way Market has always been about keeping things local, real, and rooted in community. For Adam Goettelman, that story starts more than 100 years ago—with a family business in dry goods and a passion for good food that’s carried through generations.

Vintage store interior with four men standing among shelves filled with various products, black and white photograph.

Family Roots (1916)

In 1916, Adam’s great-grandfather, Henry Goettelman, partnered with William Warner to open the Goettelman-Warner Company. They sold groceries and dry goods out of a shop on South Madison in Sturgeon Bay. Eventually, Henry took over the business, and when the neighboring bank moved out, the space became a full grocery store—one of the early cornerstones of the neighborhood.

An old red tractor with a white tank attached, parked on a farm field with rows of plants and a backdrop of trees and a partly cloudy sky.

From Dirt to Distribution

Before taking over Healthy Way Market, Adam spent years as a diversified vegetable farmer. He and his ex-wife ran Steep Creek Farm, a large-scale CSA that also wholesaled to many restaurants across Door County and delivered throughout three counties. Adam’s favorite part of farming was building healthy soil. That experience gave him a deep understanding of what it means to grow food and how important it is to get quality ingredients into people's hands.

Two men stand outside a green building with colorful trim, in front of a sign that reads "The Healthy Way."

Taking the Leap – Buying Healthy Way

In 2015, Adam was in a period of transition and had the opportunity to purchase Healthy Way Market, a small independent natural foods store that had been serving Sturgeon Bay since 1994. With his background in farming and a desire to keep and strengthen a localized food system, it felt like the right fit—and the right time to take a leap from producer to retailer. 

A man standing outside a health food store with a large sign reading 'HEALTHY WAY' and advertising organic groceries, supplements, and more. The store's logo features an apple with the letters 'HW' inside and the slogan 'Eat well. Be swell.'

Growing With the Community

Over the past decade, Healthy Way Market has gone through three expansions. It's grown right alongside the community, with more local offerings, new products, and a steady focus on service, sustainability, and price. It's become a trusted spot for anyone looking for natural, organic, and local groceries.

Exterior of a grocery store called Sal's Foods with a large sign on the roof and glass windows at the entrance

A Second Location – and a Familiar Building

In this line of work, you come to recognize and appreciate other independent grocery stores—and you don’t see many new ones. Austin’s/Sal’s Market has always had a certain charm to us, especially as a true neighborhood store. A second location wasn’t on our radar, but when the property became available, it felt serendipitous. We’re excited to bring a bit of Door County to Green Bay.

Adam’s wife, Caitlin, is joining him in this expansion. She brings years of experience in the natural products space and is excited to apply that knowledge to the new store.

We’re thrilled about the opportunity to open a second location—one focused on meeting the needs of the neighborhood, offering great products that support people and planet, strengthening community connections, and building a more resilient local food system by supporting more vendors. 

OUR ROOTS

Healthy Way Market has always been about keeping things local, real, and rooted in community. For Adam Goettelman, that story starts more than 100 years ago—with a family business in dry goods and a passion for good food that’s carried through generations.

Black and white photo of four men standing inside a vintage store or pharmacy, surrounded by shelves stocked with various goods and products.

Family Roots (1916)

In 1916, Adam’s great-grandfather, Henry Goettelman, partnered with William Warner to open the Goettelman-Warner Company. They sold groceries and dry goods out of a shop on South Madison in Sturgeon Bay. Eventually, Henry took over the business, and when the neighboring bank moved out, the space became a full grocery store—one of the early cornerstones of the neighborhood.

A vintage tractor with large tires working in a farm field, with sunflowers planted nearby and a row of crops extending into the distance under a partly cloudy sky.

From Dirt to Distribution

Before stepping behind the counter, Adam spent years as a diversified vegetable farmer. He and his ex-wife ran Steep Creek Farm, a large-scale CSA that also wholesaled to many restaurants across Door County and delivered throughout three counties. Adam’s favorite part of farming was building healthy soil. That experience gave him a deep understanding of what it means to grow food and how important it is to get , quality ingredients into people's hands.

Two men standing outside a green building with a colorful sign that reads "The Healthy Way".

Taking the Leap – Buying Healthy Way

In 2015, Adam was in a period of transition and had the opportunity to purchase Healthy Way Market, a small independent natural foods store that had been serving Sturgeon Bay since 1994. With his background in farming and a desire to keep and strengthen a localized food system, it felt like the right fit—and the right time to take a leap from producer to retailer. 

A man standing outside a health food store with a large sign that reads 'Healthy Way' and 'Eat well. Be swell.'

Growing With the Community

Over the past decade, Healthy Way Market has gone through three expansions. It's grown right alongside the community, with more local offerings, new products, and a steady focus on service, sustainability, and price. It's become a trusted spot for anyone looking for natural, organic, and local groceries.

Exterior view of Sal's Foods grocery store with a large sign on the building and glass doors at the entrance.

A Second Location – and a Familiar Building

In this line of work, you start to recognize and appreciate other independent grocery stores, and you don't see a lot of new ones. Austin’s/Sal’s Market has always had a certain charm—especially as a true neighborhood store. A second location wasn’t on our radar, but when the property became available, it felt serendipitous. We're excited to bring a bit of Door County to Green Bay. 

Adam’s wife, Caitlin, is joining him in this expansion. She brings years of experience in the natural products space and is excited to apply that knowledge to the new store.

We’re thrilled about the opportunity to open a second location—one focused on meeting the needs of the neighborhood, offering great products that support people and planet, strengthening community connections, and building a more resilient local food system by supporting more vendors. 

Interior of a grocery store with signs for broth, soup, beans, spices, sweeteners, vinegar, oils, and a decorative wall with colorful framing and food artwork.