Our Social Responsibility Statement

New Morning Market works to create an environment where trust and care are at the center of all we do. From our customers, to our employees, to the way we source our products, and to our community, we strive to learn and share ways to support each other and the planet and work towards an environment of fairness, diversity, respect.

Please revisit this page as we share the ways that we put our values into action.

Our Projects

Round-up for a Cause

When you checkout you will be able to choose one of three organizations to support. These organizations are grouped into the following categories reflective of New Morning Market’s Guiding Principles

Local & Community
Environment & Agriculture
Animal & Wildlife Rescue

Every quarter, we’ll feature three new organizations, giving you more ways to make a meaningful impact throughout the year. Even better—New Morning Market will match all customer donations up to $500, doubling the power of every round-up contribution!

October 1 – December 31, 2025

Audubon Center at the Bent of the River
Audubon Center at Bent of the River is a 700-acre preserve in Southbury, CT. The Center’s mission is to conserve land, promote biodiversity and to protect birds and the places they need, today and tomorrow.

Food Rescue Northwest CT
Food Rescue US – Northwest CT disrupts the cycle of food waste by directing nutritious, surplus food to those in need. We leverage technology and a network of volunteers to streamline food rescue and distribution while fostering strong community connections and ensuring easy accessibility for participants.

A Place Called Hope – CT Raptor Rescue/Rehab
A Place Called Hope is a volunteer-run, non-profit organization dedicated to rescuing and rehabilitating birds of prey (raptors) through community support and education. Their mission includes promoting respect for wildlife and releasing rehabilitated birds back into the wild, a moment they consider their greatest reward.

Our Commitment to Sustainability

New Morning Market is committed to sustainability—from the ground up. In 2012, owner John Pittari tore down a defunct bowling alley and built New Morning’s fourth and final storefront using recycled materials, including those salvaged on-site, and local resources. New Morning’s polished concrete floor and pine paneling were sourced from nearby towns, and our distinct barn wood decor was reclaimed from a 1792 barn! From our environmentally conscious lighting to refrigerator coolant, we considered the ecological footprint of the store’s blueprint with every square foot. Sustainability in design even expands into New Morning’s unpaved parking lot! Rain water filters through the gravel lot and native plant border to replenish the groundwater below. This level of environmental consideration is the cornerstone of New Morning Market’s mission and is evident in everything we do—from our community initiatives to our product offerings.