By Phoebe Swetish.
The founder of Nurcha Foods LLC, Jim Watkins, commits to maintaining a sustainable brand that sets it apart from others in the industry. The company advocates for a diet of locally sourced food that nourishes the body with naturally occurring nutrients. Although Jim’s entrepreneurship is essential to the brand, his deep-rooted passion for the meaning of sustainable eating drives the company forward. It attracts those seeking more thoughtful eating habits than the standard American diet has to offer. His home-grown produce not only nourishes himself, but as well as his friends, family, and loyal clients.
Jim Watkins, photo from his website https://www.gotnurcha.com/
Nurcha Foods: An Update
Since Edible Southeastern Massachusetts last touched base with Jim in 2023, a few things have changed. He no longer carries Tempe or any other fermented foods. This adjustment is giving Jim more time to focus on what he originally intended for Nurcha. In the coming year, he hopes to diversify his produce selection further, providing customers with more unique food options that will bring life to their diets. All Nurcha produce, (besides occasional exceptions), are grown in Jim’s home garden. He recently added American Spikenard, a native berry that tastes pleasantly like Chinese five spice. He also plans on introducing more edible flowers into his food and believes they will offer something new and surprising to the markets.
In today’s age, stores package food in larger loads than necessary, leading to unnecessary waste. At markets, Jim has something he calls a “right-sized bundle” which refers to the small but appropriately sized bunches of herbs he offers to his clients. Nurcha as a business operates by maintaining this sustainable mindset, only packaging realistic portion sizes depending on the client’s needs. Additionally, much of the produce lasts longer than average due to Jim’s farming methods. He is sure to harvest food from his garden on the day of the market whenever possible, keeping the food as fresh as possible for buyers. This luxury of buying and selling locally is simply not possible for larger suppliers and gives Nurcha Foods a leg up in the game. Most significantly, shoppers can purchase still-rooted and growing microgreens. (Cutting the microgreens before selling them tends to wilt them, decreasing nutrients and shortening their shelf life.) When customers can bring home a live group of microgreens, they can enjoy them at their leisure.
Nurcha Foods is truly a testament to the value of eating thoughtfully. The brand consistently pushes buyers out of their comfort zone, which is the most rewarding benefit for Jim. He was quick to comment on the enjoyment of speaking with clients about their health conditions and watching them open their minds to new foods that may alter their lives for the better. Many of the mushrooms Nurcha Foods offers are unheard of to the average person and tend to be avoided by skeptical people despite their health benefits and delicious taste. At markets, Jim can converse with clients and help them find the best fit for their diet, constantly helping people become excited about new things. Be sure to find Nurcha at the Brockton and New Bedford Farmers Markets to find health and happiness in your diet.
This farmer profile is sponsored by The Brockton Farmers’ Market and made possible through a grant from Massachusetts Agriculture.
