According to the Colorado alternative newspaper, Westword, the Iselys then began what was originally called Vitamin Cottage after Margaret Isely became chronically ill and became interested in the growing field of supplements and health food. Ahead of its time, the store focused on organic, local food and the practice of butchering and using the whole animal. The Isley family meals were filled with tongue, heart, liver and other offal after the prime cuts were taken to sell at the store. The store name changed to Natural Grocers in 2008 to highlight its grocery selling and move away from vitamins.