Join us in this episode of Untold Stories as Aaron Gottlieb, the founder of Native Sun Natural Foods Market, takes the stage to share the compelling narrative behind his Jacksonville-based business. Aaron’s journey begins in his teenage years with a lesson from his father about the importance of thinking globally and acting locally, a mantra that would later define his business philosophy.

Aaron recounts his early days working in a small health food store in Atlanta, where he developed a deep knowledge of natural foods and customer care. This experience laid the foundation for the opening of Native Sun in 1997, a store that quickly became known for pioneering organic and non-GMO groceries in Jacksonville.

As Native Sun grew, Aaron faced mounting challenges from national competitors like Whole Foods and the shifting landscape of the natural foods industry. Despite these hurdles, he expanded his business, opening multiple locations across Jacksonville. However, the intense competition and economic pressures ultimately forced him to close all three stores in 2019—a devastating blow.

In an unexpected twist, a conversation with a fellow business owner and support from his father encouraged Aaron to reopen a single location in early 2020. Just as Native Sun was poised for a comeback, the COVID-19 pandemic hit, bringing new obstacles. Yet, Aaron’s commitment to community and his focus on supporting local vendors helped him adapt and succeed in a changing world.

Aaron's story is a testament to perseverance and the importance of staying true to one's values. Through his candid and heartfelt storytelling, Aaron invites listeners to reflect on their own journeys and the impact of their choices on the local community.

Untold Stories is a production of the historic Florida Theatre.
Barbara Colaciello is the Artistic Director and the host of the show. Numa Saisselin is the President of the Florida Theatre.

Jeremy Moore and Eric Stanfield made the live recordings of Untold Stories. Saul Lucio is the Technical Director of the Florida Theatre.

WJCT Producers are Brady Corum, David Luckin and Letisha Bereola.

The live performances of Untold Stories were made possible by a generous gift from the Wolfburg Family.

To see all of WJTC's Podcasts, click here.