By Nature on Coventry offers healthy convenience

Photo by Kim Sergio Inglis.

Cleveland-area natives Paul and Bonnie Ursetti are the owners of By Nature, a new shop on Coventry Road that provides healthy, convenient food, beverages and snacks.

Opened in September, By Nature is still expanding its inventory, offering what Paul Ursetti describes as “conscious convenience”—a variety of food items, each with a natural, organic and environmentally responsible focus.

“We were attracted to Coventry by its diversity,” Paul said, “and the forward-thinking folks of all ages, who are conscious of what they do and eat, and the effect on the environment.”

The health-conscious, eco-friendly By Nature seems a natural fit for Coventry’s eclectic retail district; yet the Ursettis didn’t necessarily have a store in mind when they came upon the Coventry space. Instead, the Coventry store grew from a need for a warehouse for their other business, Vending by Nature. Paul recalled, “I was in Brigade when I saw the “space available” signs go up, and looked into it. Now we have the space we need, and the benefit of foot traffic.”

The couple established Vending by Nature in 2009, to supply healthy food options, via vending machines, to schools and corporations throughout Northeast Ohio. “As busy parents of four, we have always been diligent about providing our kids with healthy food choices,” Bonnie explained. “I was at a school orientation for one of our kids and I saw a coffee drink offered in the kids’ vending machine. We started Vending by Nature to offer better choices for growing bodies and minds, and the response has been amazing!"

Sourcing food products locally is a priority for them. Said Bonnie, “We offer a thoughtful selection of natural and organic products. It’s not just that we take the time to pick out things for people with special diet needs or preferences; we make a conscious decision to look for local suppliers.”

By Nature offers a rotating selection of eight soups a day, with vegan and vegetarian options always available. The soups are sold in three sizes, and prices vary, ranging from approximately $3.75 for an 8-oz. serving to $7.25 for the 16-oz. size. Paul says the soups sell out each day, and are made fresh daily by Souper Market, a local soup purveyor that uses natural ingredients.

By Nature’s coffee is roasted locally, and the store’s coffee machine grinds beans for—and brews—each cup fresh. In mid-November, By Nature will add made-to-order salads to the menu. Soups, like other items, will change seasonally, and in the spring, Paul said, “We’ll add all-natural hand-dipped ice cream from a local North Royalton company, and offer cones, shakes and smoothies.”

In the meantime, customers can get their ice cream fix in the form of organic ice cream bars from By Nature’s freezer, next to refrigerated cases holding an extensive selection of organic juices and natural sodas, and bins and shelves full of natural snacks.

“The customers who are coming in are excited,” said Paul. “Among them are vegetarians, vegans and lactose-free individuals; they can find something to eat, drink or snack on here that they can’t usually get without going to Whole Foods.”

The Ursettis’ commitment to the environment extends to By Nature’s interior, which Bonnie describes as “inspired by West Coast café style.” Paul installed much of the interior himself, using 90-95 percent reclaimed materials. He built counters from shipping pallets, and transformed recycled, corrugated cardboard into wall coverings.

Even the appliances at By Nature are environmentally responsible. Paul pointed out, “We use eco-friendly coolers, with extra insulation and sensors that adjust temperature and turn off lights when there is no one present. They use a third less energy than standard coolers.”

Bonnie is originally from Shaker Heights, and Paul was born in Tremont and raised in Bay Village. They now live in Pepper Pike with their children, Zoe, Paige, Logan and Kiersten, who range in age from 7 to 17. The kids are all involved in the store. Paul pointed to signs they made for the interior, and Bonnie added, “They had a great time taste testing things!” She emphasized, “My kids are truly my inspiration. They are the reason we moved in this direction. We started the business to benefit them and other kids.”

A former marketing professional, Kim Sergio Inglis recently relocated to Cleveland Heights from Brooklyn, NY.


By Nature

1780 Coventry Road

Cleveland Heights

216 371 0100

Open M-S, 11 a.m. – 7 p.m.


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Volume 3, Issue 11, Posted 5:09 PM, 10.21.2010