Appleton, Wisconsin Goes Organic

"We're very picky," said Rousseau, who owns the store with husband Kelly.

"We've been investigating every ingredient. Just because it's natural doesn't mean it's safe. We're doing the legwork for people. We investigated the companies to know if animals were treated humanely," she said.

"..We've traveled around the nation for a year and a half looking at other stores. When we saw something we liked, we asked, 'Where did you get that?' We tasted things. We don't want it to taste like the box it came in."

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