Distribute our goods from Potter County?… Naturally!
L arry and Diana Hinrichsen were

American Gothic, perhaps? In fact, Diana and Larry Hinrichsen have lived the American Dream after taking the plunge in opening their Genesee Natural Foods business. Thirty years later, they're still going strong.

sunbathing in a remote

section of the Delaware Water Gap, minding their own business, when someone rudely intruded on their solitude.

That was all it took.

The New Jersey couple pulled out a Pennsylvania map, looked for the most remote location they could find and, soon, they were off to explore Potter County.

Thirty years have passed and the Hinrichsens are comfortably entrenched in the headwaters, operating their thriving natural foods store and continuing the gradual development of the nearby Genesee Environmental Center.

Those divergent operations symbolize the couple's commitment to the twin goals of sound business management and social responsibility.

More than a quartercentury ago, a beaming Diana Hinrichsen told a newspaper reporter, "We love living in this area." They have since proven it.

Genesee Natural Foods handles tons of the popular Celestial Seasonings products out of its central warehouse just south of the Potter County village of Genesee.

Farewell, Harrisburg

Just recently, the Hinrichsens took another gigantic leap of faith. They shut down the store they had opened in remodeled schoolhouse near Harrisburg back in 1984. It's part of their plan to consolidate operations even more in Potter County.

That means yet another expansion of the local Genesee Natural Foods complex.

"Maybe that's a good sign for the area, in the wake of what has happened with Adelphia and Time Warner in Coudersport," Larry Hinrichsen said. "It's just a couple of jobs, but it has to be refreshing to see jobs moving from an urban area to Potter County, rather than vice versa."

The modest hiring at Genesee Natural Foods may be more important for its symbolism. Since the late 1980s, much of Potter County's economy has been anchored by the growing presence of Adelphia Communications Corp. in Coudersport. There's a growing call for the county to go back to its roots: agriculture, tourism and smaller businesses based on the area's bountiful natural resources.

Genesee's own Julie Wunderlich produces "Wunderbar Soaps," which have been popular sellers at the retail center for Genesee Natural Foods.

Anyone who has heard Larry share his ideas for the region's future will recognize his passion. He's also no stranger to hard work, or putting his money where his mouth is.

Millions in sales

What started as a community food cooperative soon after the Hinrichsens arrived in 1976 became a business less than three years later.

"We wanted quality foods at reasonable prices and found that by forming our own cooperative, we could accomplish that," Larry explained.

It didn't take long for a small, but faithful, local customer base to convince the Hinrichsens that the business could prosper. They added a warehouse, struck deals with manufacturers, pounded the pavement for retailers interested in quality products, and were off and running.

Genesee Natural Foods does millions of dollars in annual sales through deliveries to dozens of stores and co-ops in a wide area.

Larry Hinrichsen checks the vitamin inventory at the Genesee store. The business is unique in is offering of vitamins and supplements from multiple suppliers, sold at the retail center and in bulk to suppliers.

Meanwhile, the retail outlet along Rt. 449, between Genesee and Gold, sees a steady stream of customers, each of them greeted by a friendly dog adopted as a stray after roaming the streets of Genesee for several days.

Vast potential

"Everyone said we couldn't have a distribution center in a place like Potter County," Larry said proudly. "They were wrong. Now, companies are sending the people here to see how we do it."

Inventory is limited only by space constraints and a commitment to freshness. Genesee Natural Foods carries organic and whole grain products, herbs and spices, preservative-free beverages, natural vitamins, cheese, juice, teas, naturally sweetened snacks and cereals and other products too numerous to mention.

The items purchased directly from major suppliers such as Celestial Seasonings are complemented by locally produced goods. Two of the most popular are WunderBar Soaps from Genesee's own Julie Wunderlich and Grade A maple syrup produced by Jacobson Farms of Westfield.

From modest beginnings at a remote site along Pa. Rt. 449, the business has continued to expand. It still maintains its rural charm despite servicing dozens of dealers and co-ops.

The Hinrichsens see vast potential for other producers in the Potter County area to effectively market their goods, perhaps even globally. They cite the popularity of organically grown potatoes and other chemical-free crops. Genesee Natural Foods is also linked with cooperatives and trade organizations to advance its own business and track consumer trends.

Every bit as important to the Hinrichsens as the quality of their products is the opportunity to educate the public on the increasingly complex business of "natural foods."

"There are a lot of myths, misconceptions and deceptive marketing tactics," Diana Hinrichsen explained. "We have plenty of books and pamphlets, as well as practical advice we can share with anyone who is looking to live a healthier life through better eating habits."

It's service with a smile from Claire Miller (right), who helps out at the Genesee Natural Foods retail store. Here, she exchanges pleasantries with faithful customer Barb Heimel of Coudersport.

Environmental Center

Close to Genesee Natural Foods as the crow flies, but a couple of miles away by highway, is the Genesee Environmental Center. Developed as Penn Valley Resorts in the 1970s and later operated as the Riverbend Inn, it's a spacious property with a large building, complete with a kitchen, for public gatherings.

A tributary to the Genesee River meanders through the grounds, not far from a pond and an open field which has been the site of several music festivals -- with more to come. A local conservation group recently performed stream improvements, with the Hinrichsens' enthusiastic support.

They foresee a wide variety of activities at the Genesee Environmental Center, with a major focus on public education and conservation.

With the slightest nudge, Larry freely shares his vision for concepts as broad as a county park system and innovative use of the national media, or an Interstate 80 marketing blitz to promote Potter County's assets.

Among the product lines that have expanded in recent months at the Genesee business is the herb and spice section. Diana Hinrichsen keeps close watch of supplies to assure freshness.

Skeptics, he adds, need only look at what has happened at the tiny food co-op that began with two Genesee families in 1976.