Dayton, Tennessee, September 30, 2025
News Summary
Jonathan Einwechter, manager of the Naturally a Deal food co-op, has decided to prioritize online operations over the storefront in Dayton, Tennessee. Since its inception in 2014, the co-op has seen growth from a small pallet of food to an extensive online model with 75 drop-off locations across 11 states. This strategic shift comes after facing challenges managing physical store operations effectively, especially post-pandemic, with increased sales seen in online segments.
Dayton, Tennessee – Jonathan Einwechter, who has managed the Naturally a Deal food co-op since 2014, has shifted the co-op’s focus to prioritize its online operations over its storefront. This change comes after three years of balancing both operational models, which posed challenges in managing the storefront effectively.
Einwechter launched Naturally a Deal with modest beginnings, starting with a single pallet of food and a few family friends. Over the years, the co-op expanded significantly, culminating in the opening of a storefront in 2019, alongside an already established online component. However, operational complexities in managing a physical store, which necessitate a high level of attention to detail for advertising and inventory, have led Einwechter to refocus his efforts on the online co-op.
The online co-op operates on three-week cycles and boasts 75 drop-off locations across 11 states, including Tennessee, Alabama, Virginia, North Carolina, South Carolina, Ohio, Michigan, Indiana, Pennsylvania, Mississippi, and Georgia. The drop-off location in Powell, Tennessee, is strategically located near Emory Road and Dry Gap Pike, facilitating greater accessibility for customers.
Co-op participants can place email requests for food items once every three weeks, accessing over 2,000 close-out and farm-fresh food items, ranging from fresh fruits and vegetables to bulk staples like flour, sugar, rice, beans, and frozen meat. Orders are processed at the company’s warehouse in East Knoxville and then dispatched to the various drop-off locations. Typically, drop-off events take about 30 minutes from unloading to distribution, enhancing efficiency in the delivery process. Two semi-tractor trailer trucks and one box truck are utilized for the co-op’s logistics, enabling approximately 25 deliveries each week within the three-week cycle.
Einwechter, who has a farming background in Lancaster, Pennsylvania, aims to provide quality food at reasonable prices to customers. The co-op began with one vendor and has now expanded to about 20, including significant produce suppliers like Mennonite farms in Tennessee for vegetables and farms in Georgia and Pennsylvania for peaches and apples. However, Einwechter acknowledges that logistical coordination with vendors and customers remains a major challenge in operations. To address these complexities, the company employs a six-person management team overseeing its activities.
Notably, the COVID-19 pandemic has had a positive impact on the online segment of Naturally a Deal, with increased sales reported during this period, in contrast to stagnant storefront sales. This shift has also seen several former storefront customers transition to online ordering, further solidifying the co-op’s online presence and customer base.
Individuals interested in exploring the available food options or placing orders can find more information at naturallyadeal.com.
FAQ
What is Naturally a Deal?
Naturally a Deal is a food co-op managed by Jonathan Einwechter that started with one pallet of food and a few family friends in Dayton, Tennessee.
How does the Naturally a Deal co-op operate?
The co-op operates on three-week cycles with 75 drop-off locations across 11 states, allows participants to place email requests for food items once every three weeks, and offers a variety of over 2,000 close-out and farm-fresh food items.
Where are the drop-off locations for Naturally a Deal?
Naturally a Deal has 75 drop-off locations across 11 states, including Tennessee, Alabama, Virginia, North Carolina, South Carolina, Ohio, Michigan, Indiana, Pennsylvania, Mississippi, and Georgia.
What types of food items are available?
Customers can access over 2,000 close-out and farm-fresh food items, including fresh fruits, vegetables, and bulk items such as flour, sugar, rice, beans, and frozen meat.
How has the COVID-19 pandemic affected Naturally a Deal?
The COVID-19 pandemic positively impacted the online segment of Naturally a Deal, with increased sales, while storefront sales did not grow, leading to a transition of several former storefront customers to online ordering.
Key Features of Naturally a Deal
| Feature | Description |
|---|---|
| Management | Jonathan Einwechter has managed Naturally a Deal since 2014. |
| Founding | Started with one pallet of food and a few family friends. |
| Storefront Launch | Opened a storefront in 2019 while operating an online component. |
| Focus Shift | Prioritized online operations over storefront due to management challenges. |
| Drop-off Locations | 75 locations across 11 states. |
| Operational Cycles | Operates on three-week cycles. |
| Food Offerings | Over 2,000 close-out and farm-fresh food items. |
| Delivery | Approximately 25 deliveries per week. |
Deeper Dive: News & Info About This Topic
HERE Resources
Additional Resources
- Knox News: Shopper News
- Wikipedia: Food Cooperative
- Fox News: Glen Powell on Sauce Line
- Google Search: Naturally a Deal
- Variety: Barry Jenkins and Glen Powell
- Encyclopedia Britannica: Food Distribution
- Deadline: The Natural Order
- Google News: Food Co-op
Author: STAFF HERE KNOXVILLE WRITER
The KNOXVILLE STAFF WRITER represents the experienced team at HEREKnoxville.com, your go-to source for actionable local news and information in Knoxville, Knox County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Dogwood Arts Festival, Big Ears Festival, and Knoxville Asian Festival. Our coverage extends to key organizations like the Knoxville Area Chamber Partnership and United Way of Greater Knoxville, plus leading businesses in healthcare, education, and energy that power the local economy such as Covenant Health, University of Tennessee, and Tennessee Valley Authority. As part of the broader HERE network, including HEREBristol.com, HEREChattanooga.com, HEREMemphis.com, and HERENashville.com, we provide comprehensive, credible insights into Tennessee's dynamic landscape.
