From farm gate store to impressive food emporium: Kelly started selling her family’s beef products direct to the public at the back of a fruit and veg market. Before she knew it, with huge public support for her approach to organic goodness, she added a health foods and natural goods store. This is like a familiar Fitzroy fave in the middle of country Victoria. It’s a hub for locals who want local, ethical food, but it also carries all your regular natural products. It’s possibly the biggest organics, natural products, and food market we’ve ever seen.