A fourth-generation California grocer, Martin Goodwin has focused his new store on supplying fresh fruits and vegetables and preparing meals free of the chemicals, sugars, and fats rampant in processed foods. Inside the store, shoppers can explore grocery aisles or check the deli counter for organic salads, sandwiches, pizza, sushi, or soups. A juice bar serves up cool, healthy drinks, as well as Goodwin's own line of locally roasted Vitalita coffee. Baristas make each cup with a rare Clover machine, an $11,000 device that the New York Times called “standard equipment at some of the country’s most progressive cafes.”
With healthy, fast fare and drink in hand, guests can slide into one of Goodwin's lounge seats and plug in electronics at nearby outlets, which let students focus on their work rather than spurring on the hamster jogging inside their laptop’s charging wheel.