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Founded in December 2010 by Simon Gorman, Wise Choice Market’s mission is to provide our customers with the finest selection of fermented foods, nutrient-dense real foods and starter cultures.


Simon’s interest in raw cultured vegetables began several years ago, when he discovered that a diet rich in unpasteurized fermented foods greatly improved his health, digestion, and well-being.

“I was inspired by Sally Fallon’s book ‘Nourishing Traditions’ and the principles of the Weston A Price Foundation,” says Simon, “but it was almost impossible to find the foods that I needed to keep myself and my family in the best of health. So I started making my own sauerkraut and cultured vegetables at home, with varying degrees of success.

I researched the subject on the internet and saw an article about the Wise Traditions conference held by the Weston A Price Foundation in 2006, and the presentation given by Gary Caldwell and Dr Tony Savard, titled 'Myths and Facts about Lacto-Fermentation'. I ordered the video, and was very impressed by this unrivalled combination of practical knowledge and scientific expertise on the specific topic of raw cultured vegetables.”

In 2011, the international Practical Action organization invited Simon to write an article for the Food Chain journal, outlining the potential of fermented vegetables to improve nutrition and food security in the developing world. 

“I started using Caldwell’s starter culture for home use as soon as it was available,” continues Simon, “and noticed a huge improvement in the quality and stability of the vegetables that I fermented at home – and my kids love ‘Daddy’s cabbage’ too!”

“Aware of how difficult it is for most families to find good quality raw cultured foods, I decided to set up our own online store to offer the best raw cultured vegetables and juices to everyone who wants to enjoy these delicious healthy fermented foods, and/or to make their own.

My plan was to gradually expand the store by offering our customers an ever-increasing range of superior quality real foods.”

And so Wise Choice Market was born. We use a specialized fulfillment center in central USA with frozen storage and insulated shipping, to insure that the orders arrive at their destination quickly and in perfect condition.

Since 2012 we have been adding new real foods to our store on a regular basis, and we have plans to add many more.

If you would like us to carry your products, or if there are any other real foods that you are currently unable to buy online, please email