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

Bags For Change

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!
Pomperaug River Watershet Coalition

July 1st – September 30th, 2025

Safe Haven of Greater Waterbury

At Safe Haven of Greater Waterbury, our vision is a world free of suffering. We work to empower survivors of violence to rebuild their lives with dignity and hope. Together, we can make a difference.

Steep Rock Association

Steep Rock Association is a nationally accredited land trust whose mission is to conserve ecologically and historically significant landscapes and riparian corridors in and around Washington CT and to enhance the community’s connection to nature through outreach, education, and passive recreation.

Pet Assistance Inc. 

At Pet Assistance Inc., saving pets’ lives is what we do. Our mission is to help pets stay with the families who love them—even during financial or medical crises. Providing support for emergency vet care is not only more humane, it’s also more cost-effective than surrendering pets to shelters. No one wants to give up a beloved pet, but with high veterinary costs and limited shelter options, many feel they have no choice. We’re here to change that.

Our Commitment to Sustainability

New Morning Market is committed to sustainabilityfrom 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 dofrom our community initiatives to our product offerings.

Our Guiding Principles 

Environmental Protection

Food & Nutrition Security and Hunger Relief

Environmental Protection

Environmental Protection

Environmental Protection

Care & Education of Children

Environmental Protection

Sustainable Agriculture

Environmental Protection

Social Justice