An Interview with Michelle O’Neil, Owner of Haven Market
Q: Why did you decide to start Haven Market?
A: “My husband John and I and our three boys Brennen, Keannen & Jude have been vacationing in South Haven for years, even owning a vacation home here, which we eventually sold to fund this venture. As a self-proclaimed ‘foodie’ dedicated to health, I consistently struggled to find high-quality, locally made produce, meat, and dairy outside of the traditional farm market – and I truly dislike grocery shopping. I observed that consumers often prioritize convenience over awareness when it comes to food choices, and I knew there was a better way.”
Q: What personal experiences influenced your decision to open a market focused on healthy choices?
A: “As a Hospice nurse, I witnessed a distressing rise in gastrointestinal diseases, particularly among young people. It made me reflect on our food industry, which often feels like a ‘joke,’ especially when compared to how older generations thrived on healthier, less processed diets. We’ve become too reliant on processed foods due to busy lifestyles, neglecting whole, nutritious options. Living in Michigan, it just made perfect sense to bring my personal lifestyle and commitment to whole foods into a store for the South Haven community. There was a genuine void for the kinds of local, healthy foods my family and I wanted right here in the immediate area.”
Q: What attracted you to the specific building for Haven Market?
A: “I actually loved this building even before we bought it! I’m drawn to the old architecture and sincerely hope they don’t extensively ‘redo’ the downtown area. It was incredibly welcoming when neighboring businesses stopped by to say hello. Plus, the availability of free street parking was definitely a bonus for our customers.”
Q: Who is involved in the business and in what capacity?
A: “It’s truly a family and friends affair. Primarily, it’s myself, my husband John, and my high school best friend of 37 years, who’s a teacher and comes down on weekends to help us run things. Our first official employee is also fantastic – she’s the daughter of a neighboring business owner, which adds to the community feel.”
Q: What makes Haven Market different? What’s your ‘special sauce’?
A: “Our difference lies in our deep knowledge and personal connection to our products. I personally meet the farmers, truly get to know their practices, and have a robust background in the food and health industry, backed by extensive research. I believe we’ve lost touch with the essential vitamins and nutrients naturally present in food. We used to get everything our bodies needed from what we ate. If it grows from the ground, we are fundamentally made to consume it. I grew up with a mother who always said, ‘eat a piece of fruit!’ Snacking has gotten out of control; we should eat when we’re genuinely hungry and focus on natural fats and glucose sources. Back in the ’90s, I lived on Lean Cuisines and Diet Coke, but I was raised on whole milk, so I’ve seen both sides. Ultimately, I want to educate the community about the importance of eating well and healthy, emphasizing that buying local provides the most nutrient-rich foods possible.”
Q: This seems like a significant personal investment. Can you speak to that?
A: “Absolutely. This business represents our life’s savings. I gave up our vacation home to be able to live in an apartment right in the back of the store. We also have a wonderful 3-bedroom, 2-bath rental unit directly above the store.”
South Haven Regional Business Hub: A Partnership in Success
Q: How did you first encounter the South Haven Regional Business Hub?
A: “I believe I initially reached out to Debi Howe, the Executive Director. I was actively looking for support in the area as a new business owner, and when I contacted her, she was incredibly available and receptive.”
Q: How did the South Haven Regional Business Hub assist you?
A: “They provided excellent coaching and truly valuable ideas. This is my very first business, although my husband’s family built a successful business from the ground up back in Detroit. So, while he has that background, I was navigating new territory.”
Q: What was the most valuable takeaway from your experience with the South Haven Regional Business Hub?
A: “The most valuable thing, especially heading into winter, was the profound respect and support they foster among local business owners. The genuine focus on supporting each other – it was truly overwhelming. I even got a little tearful at the sheer amount of willingness of people to step in and see you succeed. When you’ve been a bit sheltered or suspicious of people, experiencing that level of support is incredible. I’m choosing to ‘lead with my heart,’ and I believe good things will come from it. My next-door neighbors even helped fix things around the shop, and the neighbor across the street approached me with a fantastic cooperative venture idea. From electricians to plumbers, everyone we’ve encountered has been genuinely great, not trying to ‘take advantage.’ That willingness to help with no expectation of anything in return, just doing it because it’s the right thing to do – it’s truly remarkable.”
Q: What tactics have you implemented since working with the South Haven Regional Business Hub, and what results have you seen?
A: “A key tactic has been reaching out to and sourcing from as many local producers as possible. They’ve been incredibly easy to work with. Currently, about 75% of our merchandise comes directly from local producers in the area, which is a fantastic result.”
Q: Do you have any words of wisdom for aspiring entrepreneurs or mentors?
A: “I would reiterate the importance of simply being a good person. Early on, I had discussions with one of my distributors about pricing. It’s about not taking advantage of being in a supply-and-demand environment. Of course, I need to make money, but gouging people is absolutely not the way to do business. I’m a nurse, for Pete’s sake! I do this because I genuinely love it, and I want to provide healthy alternatives in what I saw as a ‘food desert’ downtown.
A Quote from Michelle O’Neil:
“This is our life’s savings. I gave up my vacation home to live in an apartment in the back of the store, because I truly believe in what we’re doing here. My advice to other entrepreneurs is simple: Go slow, stay focused, and remain within your lane. There will always be new ideas, but stay true to your core purpose, and then you can thoughtfully expand.“
The success story of Haven Market, even in its very first year of operation, stands as a powerful testament to the vibrant entrepreneurial spirit fostered in South Haven, significantly bolstered by the South Haven Regional Business Hub. Through invaluable coaching, strategic insights, and an unwavering commitment to supporting local ventures, the Hub plays a pivotal role in nurturing new businesses like Haven Market. It cultivates an environment where collaboration thrives, experienced guidance is readily available, and a strong community network ensures that small businesses not only survive but are set up to flourish, proving to be an indispensable asset for the economic vitality and shared success of the entire region.