The company planted its flag at 356 Millburn Ave. in Millburn, N.J., declaring its mission: "turn the unremarked details of day-to-day life into small but authentic pleasures and in doing so, promote and encourage the cause of real food."

How do they plan to do it? Through the sale of organic specialty food and beverage products made by artisans from around Europe and the United States. These products include jam, marmalade, scones, jam, coffee and – of course – tea.