Tucked away in the mountain town of Truckee, California, New Moon Natural Foods is more than a natural grocery store. It’s a beacon of community connection, sustainable agriculture, and fresh, seasonal California-grown food.
With roots tracing back to 1997 and a deep commitment to supporting local farms and small producers, New Moon has become a cornerstone of the Truckee and greater Lake Tahoe food scene.
The California Grown team recently visited New Moon Natural Foods to learn the story behind this beloved grocer. New Moon is a must-visit for anyone seeking an authentic taste of California agriculture in the Sierra Nevada, from its vibrant organic produce department to its collaborations with family-run farms and nonprofits.
A Natural Foods Store With Deep California Roots
Founded by Billy Griffin in 1997, New Moon Natural Foods evolved from an earlier community co-op that began in the 1970s.
Today, with locations in Truckee and Tahoe City, it is a lifeline for locals and visitors seeking 100% organic produce, natural wines, California craft beer, and fresh grab-and-go meals.
“We’re a very community-started and community-focused natural food store with the intention of having incredible produce,” says New Moon Natural Foods marketing outreach manager Taylor Murphy Geisler. “People love our natural produce—it’s 100% organic at both locations.”
And while the store has evolved over the years, its mission remains clear: “To nourish and strengthen healthy communities by offering exceptional local food and produce.”
That mission is visible in every aisle—from the house-made meals at the Crescent Café to the bagged greens from Natural Trading Company, one of their longtime farm partners.
Many of New Moon’s team members have personally visited the farms they source from, forging direct relationships with producers and ensuring top-quality seasonal offerings.
Supporting Local Agriculture Year-Round
Though it’s situated deep in the Sierra Nevada, New Moon maintains close ties to California’s farming regions. “We’re a 45-minute drive from some of our nearest vendors in the foothills,” says Taylor. “And some of our vendors are driving from as far as 100 miles away.”
Through partners like the Tahoe Food Hub, New Moon accesses a wide range of growers and can offer customers hyperlocal foods year-round.
Their produce selection is a seasonal love letter to California: sweet summer apricots from Sunset Ridge Fine Fruits in Newcastle, fall heirloom apples from the Sierra foothills, and winter citrus like pixie tangerines and Caracara oranges.
One standout favorite? The Hachiya persimmons from Natural Trading Company, which Taylor uses to make Hoshigaki, a traditional dried fruit snack, featured in the store’s newsletter.
As Taylor puts it, “Natural Trading Co. brings us great produce all year round, and it’s always the best of what’s seasonally available.”
A One-Stop Shop in the Mountains
Beyond fresh produce, New Moon Natural Foods offers an exceptional lineup of local products: natural wines, small-batch cheeses, organic dairy, and a well-curated craft beer selection.
“Our craft beer selection is exceptional,” Taylor notes. “It’s locally targeted—within 50 to 100 miles—and just a lot more fresh.” The wine department is equally noteworthy, showcasing California’s diversity beyond Napa and Sonoma. “I do love California wines,” Taylor says. “They’re so much broader than people give them credit for.”
The Truckee location also houses the Crescent Café, beloved for its sandwiches, juices, and grab-and-go meals. With an outdoor seating area perfect for picnicking after a lake day, it’s no surprise the café gets calls “throughout the day” from hungry locals and visitors alike.
A Community That Lives Its Values
Part of what makes New Moon Natural Foods special is its deep integration into the local community.
Staff regularly partner with nonprofits like SWEP (Sierra Watershed Education Partnerships) to support school programs, and they offer special orders for small local businesses that might not meet distributor minimums.
“There’s a cool ecosystem of other businesses that we’re able to collaborate with and support,” says Taylor. “We know a lot of the businesses. We’ve been here for almost 30 years. It’s a small town—people’s kids go to school together, they’re on the same sports teams.”
New Moon’s commitment to sustainability extends beyond food sourcing. All compostable food scraps from the produce department go to local farmers raising pigs or chickens.
Glass milk bottles are returned to Strauss and Claravale dairies for reuse. The Shane McConkey Foundation’s Don’t Drop The Top initiative involves upcycling plastic bottle caps into benches and garden beds.
“We were recently nominated as the greenest local business,” Taylor adds proudly. “We’re just really mindful about where all our products come from.”
The Heart of Truckee’s Food System
The team at New Moon understands that working in food means working at the intersection of land, labor, and love.
“Our food systems rely on farm workers,” Taylor reminds us. “And the challenges they face are really unique. Everyone should have to work on a farm at least once to understand what goes into it.”
New Moon aims to educate shoppers on seasonality, food systems, and sustainability. That could be through helping customers choose the right citrus or simply offering California-grown produce at its peak.
As Taylor says, “We’re lucky to see where so much of our food comes from. That creates a unique relationship between yourself and the food, its seasonality, and how we steward the land.”
How To Visit, Support, or Connect With New Moon Natural Foods
If you’re visiting North Lake Tahoe, a stop at New Moon Natural Foods should be on your itinerary, whether fueling up for a hike or grabbing provisions for a lakeside picnic.
Are you not sure where to start? Pop by the Crescent Café in Truckee for a sandwich and picnic supplies. Or stop by the Tahoe City location on Saturdays for house-made sushi and handmade donuts.
Want to support from afar? Simply spread the word about this gem of California agriculture.
As Taylor puts it: “California Grown really looks like small farmers to me… California Grown may feel like a love letter to anyone who gets to eat the produce from our land.”
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This article was written by Aida Mollenkamp, @aidamollenkamp, all photos by Team Salt & Wind Travel