Community Efforts Not Enough to Save Local Business

When Dawn Fletcher learned that Nature’s Best Cafe was at risk of closing last November, she quickly took action to help save the local business. She launched a GoFundMe campaign that raised over $5,000. Fletcher also created promotional magnets and distributed more than a thousand letters in the neighborhood. Other community members contributed as well. One neighbor offered marketing expertise, while another conducted a survey among the cafe’s patrons.

Despite these efforts, the rising cost of food proved insurmountable. Nature’s Best Cafe announced via social media that it would close on July 31. “We had bingo nights and trivia nights, and hosted various events,” said Evonne Cruz, co-owner of the cafe. “We’ve been catering, but working seven days a week isn’t sustainable. We’re still operating at a loss.”

The small, family-owned cafe opened a decade ago in a strip mall located at 1904 Brookdale Road off Route 59. Evonne’s husband, Simitrio, had long worked in the food industry, but wanted a restaurant focusing on healthy, gluten-free options. His wife and two of their three children have gluten allergies, motivating him to create such a menu.

The cafe expanded its offerings to attract a broader clientele. The menu boasts hand-tossed pizzas, sandwiches, and salads, all crafted from scratch. The business aimed to source local ingredients whenever possible, a key aspect that increased costs. “Prices have only risen. Basic items, including meats and vegetables, have become exceptionally expensive,” said Evonne Cruz, noting that tomatoes had been particularly costly.

In September 2023, co-owner Simitrio Cruz was photographed outside the cafe at 1904 Brookdale Road. Despite community support to raise awareness, foot traffic dwindled. “We focused on catering, which was paying our bills,” Cruz stated. “What we truly need is a consistent flow of regular customers.” Analysis showed a yearly decline in customer visits. Cruz speculated that the economy might play a role.

Evening visits were notably down despite efforts to boost business with events and an increased social media presence. Although closing the cafe is tough, Evonne Cruz is trying to remain positive. “It’s sad; it’s part of our family history. Our kids grew up here, interacting with local kids, and seeing them move on to new phases in life,” she said. “Simitrio worked tirelessly, dedicating long hours and giving his best. It’s a challenge to move on.”

Dawn Fletcher also finds the cafe’s closing difficult. She had previously helped the cafe during the pandemic. “Simitrio was my youngest daughter’s first employer. He felt like family,” she said. “Every young person deserves a patient and considerate boss to start their working life.” Fletcher intends to keep the GoFundMe page active to assist Simitrio during this transition.