Healthy Way Market, a longtime natural foods grocery store rooted in Sturgeon Bay, is expanding to Green Bay.
The business plans to open a second location in the former Austin’s/Sal’s Foods building in Allouez.
“This building has been a part of Green Bay’s fabric since 1965,” said owner Adam Goettelman. “We’re honored to continue its legacy as a true neighborhood grocery store. You can walk here, ride your bike, push a stroller, or send your kids as a rite of passage—just like in Sturgeon Bay.”
Healthy Way Market has deep roots. Goettelman’s connection to the grocery trade dates back to 1916, when his great-grandfather, Henry Goettelman, co-founded a dry goods company in Sturgeon Bay. Adam Goettelman came to grocery through farming, operating a communitysupported agriculture farm—one of whose many wholesale customers was Healthy Way Market.
Goettelman purchased the store in 2015, and under his leadership, the Sturgeon Bay location has expanded twice from its original 800-square-foot home, becoming an anchor business in downtown Sturgeon Bay. Through that slow and intentional growth, the store has become a trusted source for local produce (with a focus on organic), natural and organic groceries, locally raised meats, supplements, and made-from-scratch deli offerings—all served up by a friendly crew and a great playlist.
“This new location is a chance to bring that same thoughtful approach to Allouez,” said Goettelman.
Goettelman’s wife Caitlin Oleson is formally joining the team after a career in the natural grocery industry. “This is more than a second store—it’s an opportunity to strengthen both locations,” she said. “More vendors, better pricing, and greater access to Wisconsin-made products will benefit customers in both Green Bay and Sturgeon Bay.”
The team is aiming to open the Green Bay store in October or November 2025, with plans for continued improvements in Sturgeon Bay as well.
