It’s Just Natural: NB’s Sequoia and Healthier Communities
MONCTON–Sequoia isn’t your run-of-the-mill local natural and organic food store. With three locations in the Moncton area, Sequoia owners pride themselves in a staff of registered holistic nutritionists and a focus on taking the time to help customers find exactly what they need to get well.
Sequoia began in 2004 in a single small location and soon expanded to a bigger space on Highfield Street. Then in 2011, Shane Scott bought that location and rebranded it. Sequoia now has two additional locations, one in Dieppe and one on Mountain Road. Each location has a separate owner, with Scott continuing to serve as franchisor.
Silvy Moleman, owner of the Sequoia location on Mountain Road in Moncton, says their attention to customer service is what sets them apart from the big box stores just around the corner.
“It’s hard sometimes,” she says. “But we just try to shine with our customer service, make it different. That way we give people the attention they need and we’re not rushing people. We have to stay in business and make the sales, but really it comes down to helping support people and education.”
The Sequoia owners strive to create a strong presence community through outreach and education sessions that help promote a healthy lifestyle. With a city as large and spread-out as Moncton, each location is serving a different community with its own list of wants and needs.
“I want to get somewhere where the community knows us around,” Moleman says. “They think of us when there’s certain questions or concerns that they have related to their health. They come see us because they know they can get some help and good quality products. Just really be a part of the community.”
Danielle Gauvin is the owner of the Highfield Street location. She says her previous work experience with Halifax and Charlottetown chambers of commerce made her realize how much people value local businesses.
“I really saw how much people enjoy supporting local and how important it was to their community. I just thought that was something we could do here, that’s something Moncton could have,” Gauvin says.
“It’s just really that community store where you can come and you can get the help you need and the questions answered … It’s an open place to have open conversations about how you’re feeling. We deal with everything from people wanting grass-fed meat to people coming in who’ve been diagnosed with cancer. It was just something I knew I could own and I could run and I could feel really good about.”
Gauvin and Moleman face similar challenges. She says that since you’ve got to drive to get practically anywhere in Moncton, people are drawn to convenience of the big box stores. But, she also thinks that the health food industry is a fast-growing one, and that people are starting to go out of their way to find good service and high quality products..
“People are starting to read the label and understand ingredients and understand the importance of organic and grass-fed meat,” Gauvin says. “People are starting to realize it’s important to support local. When you support local, the money goes back into your economy … I know my generation is starting to care a lot more about that.”
Chantel Gaudet, owner of the Sequoia location in Dieppe, got into the business a bit differently. She and her husband own an established home building company in the Greater Moncton area. Looking to get into commercial properties, L.C. Builders built what now houses Gaudet’s yoga studio Pura Vida and her Sequoia location.
“It just made sense that we opened up this Sequoia brand,” Gaudet says. “It fits well with what we do upstairs as far as the yoga. People usually start with their physical well-being and then follow into wanting to eat better and having different options for issues they’re having with their health.”
Gaudet says Sequoia is about developing a healthy community and having a place where people can take control of their own wellbeing. She says Moncton is slowly catching up to larger cities where this lifestyle is more established.
“It’s not a store where you rush in and ask your two questions,” Gaudet says. “We’re really going to look into more than just maybe the initial reaction.”
“People are much more open to different nutrition plans or seeking other options. I do feel and I see that we have a very vibrant community that is very active and their health is very key to them.”