Meet New Earth Market:
Good Food, Caring People and Deep Local Roots
From a family-inspired beginning to two thriving Northern California markets, community has always been at the heart of the story.
“Our mission is to offer the healthiest, highest-quality products available while fostering the health of our community and environment.” — New Earth Market |
For New Earth Market founder Kevin Cotter, the idea for a natural-foods store began at home. When his young daughter, Jordan, experienced recurring health challenges, the family worked with a healthcare professional and discovered that certain foods did not agree with her. Changing her diet transformed the way Kevin thought about food and wellness—but finding groceries that fit the family’s needs often meant traveling outside the area.
So Kevin decided to bring those options closer to home. After nearly 30 years in the trucking business, he opened New Earth Market in Yuba City, California, in March 2011. A second market opened in Chico in April 2016. Both stores remain independent, locally owned and committed to high-quality products, a healthy workplace and stronger communities.
Helping Shoppers Find the Right Fit
One of the people carrying that commitment forward is Diana Coggan, Health & Beauty buyer for both locations. Diana has worked in the natural-products industry for more than 30 years and joined New Earth Market in 2024. She loves the science behind wellness products, but her approach to customer care starts with something refreshingly simple: listening.
When someone asks about probiotics, Diana and her team first ask why the shopper wants to add one to their routine. That conversation helps the staff understand the customers’ goals and offer more personalized guidance. Diana was introduced to Dr. Ohhira’s Probiotics® many years ago and says she continues to value the research behind the products. She also sees many shoppers return to purchase Dr. Ohhira’s again.
Her own favorite is Dr. Ohhira’s Propolis PLUS®, a formula combining Brazilian green propolis, probiotics, omega-3 fatty acids and astaxanthin to support immune and digestive health.*
Small Choices, Meaningful Impact
The New Earth Market experience reaches far beyond the products on its shelves. Through Nickels for Charity, customers receive a wooden nickel when they reuse a grocery bag and can donate it to one of four local nonprofits. Since 2015, shoppers have contributed more than $60,000 through the program.
The stores also donate food to local food banks, support children’s museums, participate in Adopt-A-Highway cleanups and welcome small groups for educational store tours. Even younger community members can practice “shopping” for healthy foods at miniature New Earth Market storefronts in local children’s museums.
Sustainability is visible at the Yuba City market, too. Solar panels on the roof and parking-lot shade structures provide approximately 93% of the store’s power, while LED lighting, refrigerated-case doors and electric-vehicle charging stations help reduce energy use and support more sustainable travel.
More Than a Grocery Trip
Visitors can explore chef-prepared deli foods, house-made sushi, abundant salad-bar choices and coffee bars operated with local partner Tin Roof Bread. The Chico store is also expanding its produce and deli areas, with the project expected to be completed in October 2026.
Whether you stop in for fresh food, wellness guidance or simply a friendly conversation, New Earth Market offers something increasingly special: a neighborhood market where passion and purpose are part of the everyday experience.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
