About Us

About Us

The New Frontiers Story

The seed of New Frontiers began in the common enthusiasm of its founders to create an environment in which everyone involved— customers, Team Members, and suppliers— could make positive, healthy changes in their lives. The company had its humble beginnings in 1987 with the purchase of two small natural foods stores in Salt Lake City. Our desire was to provide high-quality nutritional foods in a setting that would appeal to a wide range of customers.

In 1988 New Frontiers expanded to Arizona with the purchase of a small store in Flagstaff.

The early 1990’s were spent formulating a company culture, which could best be characterized by the phrase, “New Frontiers, a place where people grow!” We empowered our team leaders to run their area of responsibility as if it was their own little business. This, in turn, created a feeling of “caring,” not only for our business and Team Members, but especially for our customers. We began to exemplify the idea that to succeed in business, we must treat each of our Team Members with the same excellent care that we would want them to give to each of our valuable customers.

In the spring of 1992, New Frontiers expanded to Sedona, Arizona, and over the years we have grown and moved to our current Sedona location.

We at New Frontiers have always been enthusiastic supporters of organic foods. It is our belief that growing and supporting organics is one of the best things we can do for ourselves, for our children, and for our earth. New Frontiers had been organically farming several acres in the Salt Lake City area, and in 1991 we took a big leap and purchased a 53-acre ranch near Buellton, California. The idea was to create a year-round growing environment, providing our shoppers with fresh, affordable organic produce. By the fall of 1992, the New Frontiers Farm (also called Nojoqui (NAH-hoe-wee) Farm) was shipping our own organic produce to our stores in Arizona and Utah.

Between 1993 and 1995 we moved both our Salt Lake City, UT and Flagstaff, AZ stores to larger locations, purchased an additional store in Salt Lake City and opened a store in Prescott, AZ.

1996 was a pivotal year for New Frontiers. Since we had our organic farm in Santa Barbara County, California, and there seemed to be opportunities to expand our store concept there, we sold our three Utah stores to Wild Oats in May of 1996.

1997 began with opening our Solvang, CA location, directly adjacent to our Home Office, and later that year our San Luis Obispo, CA store opened.

Our organic farm also continued to grow, and by 1999 we had 85 acres in full organic production.

In order to better serve the growing needs of our customers, in May of 2008 we relocated our Flagstaff, AZ store to a new, larger building, and in November 2010 we moved our San Luis Obispo, CA store to its new, bigger home.

As we look ahead to the future of New Frontiers, we see many exciting opportunities, in both the retail and agricultural arenas. We continue to strive to make our stores and farm places where all the people we associate with can grow in ways which will bring them a greater sense of well being.