Healthy Appetites Natural Foods

About Us

Jeff and Ilene Hills

Listen to us every Mon. at 8:10am on WATD 95.9 FM for tips on Healthy Living!! 

It all started with sushi. A craving for sushi, that is. We used to frequent a great Japanese restaurant when we lived on the North Shore. It was 1995, Ilene and I were new to Plymouth, and at the time there weren’t any sushi restaurants in the area. But, I already had sushi rice and wasabi, I could make some maki rolls myself if I could find some nori, the sheets of seaweed that are used to wrap the rice and fillings. I struck out at the local supermarkets and fared no better at the few gourmet shops listed in the local Yellow Pages. This was pre-Google.

I remembered that I found nori several years earlier in a health food store. There were two natural retailers, both owned by big chains, in the local mall. No nori, though. I had spent so much time and burned through so much gas that we could have just driven back to the North Shore and gone to our old haunt. But the phone book (really, how did we get anything done before the internet?) listed an independent health food store just over the Sagamore Bridge. I would take one last stab at finding the elusive sea vegetable. I ventured into the small, inviting store and there it was, nori! I always enjoyed poking around in health food stores, so I poked and found some other interesting items. Then, a few months later, that store closed.

I thought to myself, “I can’t be the only one looking for things like sea veggies, bulk spices, and “exotic” foods like jasmine rice. (I’m not making this up! It was not available in the local supermarkets back then!) And I was willing to drive all over the South Shore. Other people must be doing the same thing.” And now there was nothing from Hanover to Hyannis.

After several months of research and some financial alchemy, Healthy Appetites Natural Foods opened in May of 1996 on Main Street in Plymouth. Three years and many sleepless nights later, we moved to a our current location, a bigger place with better parking, albeit on a less travelled road. In 2002, Ilene left her successful corporate career and brought her considerable skills to the company. The store got busier. The road got busier. This idea, born from a sushi scavenger hunt, turned out pretty well. A decade later, there is no place we would rather be. We love our work, we hope that shows. Thank you for letting us serve you.


When we redesigned this website, we couldn’t bear to leave this piece of the old site behind. In 2004, the viewers of Boston’s WHDH Channel 7 News voted us New England’s Best Health Food Store. This was our response.

We have always done our best to supply the Plymouth area with best possible service and selection. We have always appreciated each and every customer and, of course, we hoped that you felt that in the level of care and attention we strive to provide you everyday. But we were completely blown away when you voted us the Best Health Food Store in New England. We can‘t begin to tell you what an honor it was to win that poll. Also, how much it means to a small store like us to beat out the big box, corporate giants and to top the many more established independent stores in larger towns throughout the six state region. We are still stunned. We wanted to say thank you. Very much. We have always said the best people shop here. You are the best. We will try to prove ourselves worthy of you.

Thanks to the readers of South Shore Living Magazine for voting us the South Shore’s BEST NUTRITION CENTER. We pride ourselves on the quality of our selection of products and the caliber of our customer service.

Gluten Free is our specialty! We’re not jumping on the gluten-free “bandwagon”. In fact, one of the natural products industry’s most respected trade magazines named us the Store of the Month for our dedication to bring our customers the best selection of gluten-free foods. That was February 2006. We’re more dedicated than ever.

“Like” us on Facebook! Ilene has turned the page into one of most active, informative and entertaining pages around.