For more than two decades, New Morning Market has proudly supported the work of the Pomperaug River Watershed Coalition (PRWC) a local nonprofit dedicated to protecting and preserving the vitality of the Pomperaug River and its surrounding watershed.
This year marks PRWC’s 25th anniversary, and we’re honored to celebrate alongside them. From our earliest days, New Morning Market has championed environmental causes, and our ongoing support of PRWC’s mission has become an important part of that community work. At the heart of our partnership is the belief that the life sustaining clean waters we need requires vigilant care and use of the lands, rivers, lakes, ponds, and wetlands in our watersheds.
New Morning Market’s owner, John Pittari, helped build the foundation of this collaboration through decades of dedicated advocacy. As PRWC shared, “John’s passion for conservation and local stewardship has shaped a generation of environmental awareness in our region”.
John recalls the early days of the partnership with fondness—the first time PRWC tabled at Woodbury Earth Day, hosted at New Morning Market’s Middle Quarter location. “It was the very first year of the Pomperaug River Watershed Coalition’s formation,” he remembers.
That first Earth Day marked more than just a tabling event—it was the beginning of a partnership grounded in mutual respect, shared values, and a love for the rivers, forests, and farmlands that make this region home. John continues: “Early on PRWC trained volunteers to do Stream Surveys in the watershed. And soon a New Morning team was formed and dove right in. We learned so much and gathered lasting memories as well as important stream data by walking our rivers and tributaries for the surveys. This was just the start of good things to come.” Today, that partnership continues to flourish, reminding us all that true environmental change begins with local action—and the belief that, together, we can protect what matters most. As John aptly states, “Watching PRWC grow into the trusted guardian of our watershed has been extraordinary. Their 25 years of dedication and stewardship have created ripples of impact that will flow for generations.”
Their shared legacy of environmental leadership was recognized by Aquarion Water Company, which honored PRWC as the 2020 Environmental Champion in the non-profit category, and New Morning Market as the 2021 Environmental Champion among small businesses. This dual recognition speaks to the lasting impact of their work—and the powerful connection between community-driven advocacy and ecological stewardship
Give Local is Coming – and We’re Matching!
On April 29th, New Morning Market will once again participate in Give Local Greater Waterbury & Litchfield Hills, supporting PRWC’s fundraising efforts with a dollar-for-dollar matching donation—up to a surprise amount we’ll announce soon! It’s our way of celebrating PRWC’s 25 years of watershed protection and inspiring our community to help them continue their vital work for the next 25.
Stay tuned for more details and join us in honoring a partnership rooted in care for the earth, clean water, and community.
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