Howard and Harriet Frey opened a small vitamin shop in downtown Hellertown in 1983. Four decades later, Frey's Better Foods at 1575 Main Street has grown into one of the most trusted natural food stores in the Lehigh Valley, and the family is still running it.
Three Generations Deep
In 1998, Howard and Harriet's daughter Diane and her husband Bruce Haas took over the business. Their son Jeremy is now the third generation working behind the counter. That kind of family continuity does not happen by accident. It happens because the community keeps coming back, and the family keeps showing up.
What They Carry
Frey's has evolved far beyond its vitamin shop origins. Today the store stocks a complete line of vitamins and supplements, organic produce, hormone-free and antibiotic-free meats, raw milk, naturally baked breads, gluten-free products, bulk foods, hemp and CBD products, and specialty health beverages. The staff is known for being genuinely knowledgeable, not just about what they sell but about nutrition and wellness in general. Ask a question and you will get a real answer, not a sales pitch.
Community Roots
The Haas family is deeply embedded in Hellertown. They hire workers through Via of the Lehigh Valley, a nonprofit serving individuals with disabilities. They support Judith's Reading Room, sponsor Meals on Wheels routes, and were an original sponsor of the Saucon Valley Farmers Market. In 2015, Frey's received the Small Business Leadership Award from the Hellertown/Lower Saucon Chamber of Commerce for demonstrated integrity in everyday management.
In a world of big box health food chains, Frey's Better Foods is the real thing. Family owned, community rooted, and stocked with products you can trust. After 40 plus years, that formula still works.
