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Exploring Life & Business with Matt and Ashlea Hogancamp of Herban Market

Today we’d like to introduce you to Matt and Ashlea Hogancamp.

Hi Matt and Ashlea, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
When it comes to food, we live by the quote: “Let Food be thy Medicine, and Medicine be thy Food.” In the spirit of having our food heal us, it is even more imperative with today’s modern food supply to KNOW that you’re truly buying CLEAN, HEALING FOOD. Our commitment is to do just that: Provide clean, locally sourced, organically-grown food and products.

Prior to opening the store, we found ourselves, as parents, with little access to truly clean, healthy foods to feed our family. We spent the extra money for the ‘higher quality foods, only to realize afterward that the ingredients and sourcing of the food were not any better than the ‘value’ brands on the plastic-lined, fluorescent-lit shelves.

Upset by this, we realized there was a huge void in what was available to us as consumers, and more importantly, as new parents. So, we decided to fill that void – in some small way – and provide an option for our community, friends, family, and neighbors to find truly clean, organically-grown, responsibly-raised food. Food that is void of pesticides, herbicides, hormones, antibiotics, GMOs, artificial sweeteners, artificial coloring, synthetic fillers, and petroleum by-products. With that decision, and from that point on, we immediately began making plans. We quit our jobs. We sold our house and furniture.

And 1 year later, opened an all-organic, organically-grown, locally-sourced grocery, health food, real food market, now restaurants open seven days a week for breakfast, lunch, and dinner.

Here, we are insanely focused on quality and local, and allowing local, high-quality artisans and vendors a place to sell their products. Regardless if they have beautiful packaging and bar codes. If their product is clean and high quality, we want other families to have access to it, too. For moms and dads that can’t get to the farmers market on the weekend to access the wealth of local vendors, we are that resource for them – fitting into a busy, modern-day parent’s schedule. We’re open 7 days a week.

​It goes without saying, that it is utterly important which ingredients we put into and onto our own family’s bodies. If we wouldn’t feed it to – or lather it on – our family, it’s NOT going into our store. Period. This is our passion. This is our life.

​We want it to be a healthy, happy one. And we hope for others to have the same opportunity. Here, we feel like we’re giving people a truly viable option for REAL food, and that makes us really happy.

Welcome to Herban Market!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Woah, no way! We’ve had SO many bumps and bends along the way, but God has carved a path for us that we’ve committed to achieving His will. Through tireless days and nights, many tears, fears, sweat, exhaustion, and loads of prayers from the entire community and our family, Herban has grown into a beautiful resource for a beautiful community. It was needed more than Matt and I ever imagined!

Being the sole owners of Herban Market, with pennies (literally) of start-up capital, and no investors (on purpose) we’ve had chapters at Herban where we’ve used our children’s savings & college funds to make payroll. Talk about tough! Those were some of the most stressful. But, we obeyed God through it all, and he always provides!

We made tough decisions and had faith, and now we’re growing faster than we can barely keep ahead of. It’s overwhelming how much Herban Market is loved by our community!

Thanks – so what else should our readers know about Herban Market?
One-of-a-kind family-owned operated, organic market, restaurant, bakery, olive oil bar, a coffee shop located in Franklin, TN. All ingredients are organic or organically grown, sourced locally when possible, and all prepared food items are made in-house to control the highest level of quality.

All syrups and sauces for our coffee bar are also made in-house, using locally roasted, organic coffee beans and local milk. This level of attention and care to quality is very rare, especially in the restaurant and coffee world. It’s more labor-intensive, has a lower profit margin, and is very challenging to have the consistency of ingredients.

But, it’s our mission and one we don’t skimp on!

What matters most to you? Why?
Real food and real people matter most. And our mission is to serve them both incredibly well.

Contact Info:

  • Email:
  • Website:
  • Instagram: @herbanmarket1
  • Facebook: herbanmarket1

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