Our Social Responsibility Statement

“Do your little bit of good where you are;

 it’s those little bits of good put together that overwhelm the world.”

― Desmond Tutu

New Morning Market works to create an environment where trust and care are at the center of all we do.  From our customers, to our employees, to the way we source our products, and to our community, we strive to learn and share ways to support each other and the planet and work towards an environment of fairness, diversity, respect.

Please revisit this page as we share the ways that we put our values into action.

Our Guiding Principles 

Environmental Protection

Food & Nutrition Security and Hunger Relief

Environmental Protection

Environmental Protection

Environmental Protection

Care & Education of Children

Environmental Protection

Sustainable Agriculture

Environmental Protection

Social Justice

Our Projects

Round-up for a Cause

We so are excited to be partnering with Steep Rock Association of Washington, CT for the month of September!

Cafe & Juice Bar

Steep Rock Association |  Washington, CT

This month we are excited to be partnering with Steep Rock Association, a land trust whose mission is to conserve significant landscapes in and around Washington, CT and to enhance the community’s connection to nature.


  • 5,300 acres total between SRA preserves and conservation easements
  • 4 nature preserves (nearly 2,400 acres) open to the public: Steep Rock, Hidden Valley, Macricostas, Johnson Farm


  • 960 acres (36.8% of SRA total holdings)
  • 175 acres of old growth forest
  • 70 acres of floodplain forest
  • 7.75 miles of the Shepaug River
  • 33 rare or endangered species


  • 46.75 miles of hiking trails
  •  21 miles of equestrian trails
  • 6.7 miles of bicycling trails
  • 3 primitive campsites in Steep Rock Preserve
  • 3.2 miles of public fishing on the Shepaug River


  • 3,300+ pounds of organic produce per year grown and distributed by Judea Garden to food pantries and residents in need
  • 185+ volunteers annually
  • 2,000+ volunteer hours annually

A Huge Thank You to Our Community!

With our customer donations and store matching, we were able to raise $670.01 for Two Coyotes Wilderness School.

We thank you all for your continued support.

Bags For Change

Bags for Change 

Bring a reusable bag and you will reduce your environmental impact while supporting a charity of your choice! For every reusable bag used, you will earn a wooden nickel. Select one of our featured non-profit partners to support and we’ll donate five cents per wooden nickel!

Choose to support one of our current charities:


A 700-acre nature sanctuary and education center located in Southbury, Connecticut, Bent of the River’s mission is to protect birds and the places they need, today and tomorrow.


NHS works to build strong neighborhoods and communities of choice through affordable and comprehensive housing development, financial education, and furthering home and community ownership.


Working to offer a “Safe Haven” for victims of domestic violence and sexual assault by providing free, confidential services in safe, caring environments and striving to raise awareness through community education and outreach.

Coloring Book for Safe Haven

Cafe & Juice Bar

We are excited to share the New Morning Market Coloring Book, with proceeds benefiting Safe Haven of Greater Waterbury. With images drawn by local artist Charlotte Chapman, the book is filled with fun produce pictures and witty food puns. $5 each, with all proceeds going directly to Safe Haven of Greater Waterbury. 

Safe Haven of Greater Waterbury is a nonprofit organization committed to providing free, confidential services to victims of domestic violence and sexual assault in a safe, caring environment. They rely heavily on support from the community, approximately 35% of their budget comes from fundraising events, grants, and individual donations. Just $25 can pay for a dinner of 8 women and 7 children at the shelter or a birthday party for a shelter child. And that can be done by purchasing just 5 coloring books. 

Our Commitment to Sustainability

New Morning Market is committed to sustainabilityfrom the ground up. In 2012, owner John Pittari tore down a defunct bowling alley and built New Morning’s fourth and final storefront using recycled materials, including those salvaged on-site, and local resources. New Morning’s polished concrete floor and pine paneling were sourced from nearby towns, and our distinct barn wood decor was reclaimed from a 1792 barn! From our environmentally conscious lighting to refrigerator coolant, we considered the ecological footprint of the store’s blueprint with every square foot. Sustainability in design even expands into New Morning’s unpaved parking lot! Rain water filters through the gravel lot and native plant border to replenish the groundwater below. This level of environmental consideration is the cornerstone of New Morning Market’s mission and is evident in everything we dofrom our community initiatives to our product offerings.

Our Community Partners




Safe Haven

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