South Haven Market
Meet Michelle O’Neil, Owner of Haven Market
As a woman-owned startup founded in May 2025, Haven Market is more than a store—it’s a mission. Inspired by our owner’s background as a nurse, we are committed to providing the community with a vital alternative to processed foods.
The following interview was originally published in the South Haven Regional Business Hub.
Why did you decide to start Haven Market?
My husband John and I and our three boys Brennen, Keannen & Jude have been vacationing in South Haven for years, even owning a vacation home here, which we eventually sold to fund this venture. As a self-proclaimed ‘foodie’ dedicated to health, I consistently struggled to find high-quality, locally made produce, meat, and dairy outside of the traditional farm market – and I truly dislike grocery shopping. I observed that consumers often prioritize convenience over awareness when it comes to food choices, and I knew there was a better way. I opened Haven Market in May of 2025.
What personal experiences influenced your decision to open a market focused on healthy choices?
As a Hospice nurse, I witnessed a distressing rise in gastrointestinal diseases, particularly among young people. It made me reflect on our food industry, which often feels like a ‘joke,’ especially when compared to how older generations thrived on healthier, less processed diets. We’ve become too reliant on processed foods due to busy lifestyles, neglecting whole, nutritious options. Living in Michigan, it just made perfect sense to bring my personal lifestyle and commitment to whole foods into a store for the South Haven community. There was a genuine void for the kinds of local, healthy foods my family and I wanted right here in the immediate area.
What attracted you to the specific building for Haven Market?
I actually loved this building even before we bought it! I’m drawn to the old architecture and sincerely hope they don’t extensively ‘redo’ the downtown area. It was incredibly welcoming when neighboring businesses stopped by to say hello. Plus, the availability of free street parking was definitely a bonus for our customers.
Who is involved in the business and in what capacity?
It’s truly a family and friends affair. Primarily, it’s myself, my husband John, and my high school best friend of 37 years, who’s a teacher and comes down on weekends to help us run things. Our first official employee is also fantastic – she’s the daughter of a neighboring business owner, which adds to the community feel.
What makes Haven Market different? What’s your ‘special sauce’?
Our difference lies in our deep knowledge and personal connection to our products. I personally meet the farmers, truly get to know their practices, and have a robust background in the food and health industry, backed by extensive research. I believe we’ve lost touch with the essential vitamins and nutrients naturally present in food. We used to get everything our bodies needed from what we ate. If it grows from the ground, we are fundamentally made to consume it. I grew up with a mother who always said, ‘eat a piece of fruit!’ Snacking has gotten out of control; we should eat when we’re genuinely hungry and focus on natural fats and glucose sources. Back in the ’90s, I lived on Lean Cuisines and Diet Coke, but I was raised on whole milk, so I’ve seen both sides. Ultimately, I want to educate the community about the importance of eating well and healthy, emphasizing that buying local provides the most nutrient-rich foods possible. Currently, about 75% of our merchandise comes directly from local producers in the area, which is a fantastic result.
This seems like a significant personal investment. Can you speak to that?
Absolutely. This business represents our life’s savings. I gave up our vacation home to be able to live in an apartment right in the back of the store. We also have a wonderful 3-bedroom, 2-bath rental unit directly above the store.
Food Desert Solution
Real Food for South Haven Residents
– Michelle O’Neil, Owner
Shop Local
Local, Healthy Options at Haven Market
Our commitment to South Haven goes beyond the shelves. We’ve designed every service and partnership to directly improve the health and well-being of our community.
- Year-Round Essential Groceries: We provide a stable, consistent source for staples like organic foods and freezer package meats, making bulk, high-quality shopping an option, not a distant trip.
- Local Sourcing Commitment: We partner with over 75% Michigan-based vendors (like Jake’s Country Meats and Evergreen Lane Creamery). This shortens the supply chain, guarantees freshness, supports our local economy, and helps keep the cost of quality food stable for our community.