Cliff Metcalf has worked in the produce industry his whole life. His dad sold produce locally when he was growing up, and he started his own business in 1993 with an old pick-up and a few half-bushel baskets, working out of a Sears parking lot in downtown Caldwell. Fast-forward to 1997, when Cliff decided to open his own brick-and-mortar grocery store in downtown Caldwell on Blaine Street – Cliff’s Country Market. Today his business operates a unique model; Cliff’s Market has two full bakeries (one is dedicated gluten-free when the demand rose about 10 years ago), and the store is almost 100% non-GMO (genetically modified). Besides the bakeries, they also make their own jam and salsa in-house, and have lots of private label products. Additionally, Cliff tries to source locally whenever possible – in the summertime, he’s loaded up with local produce like cantaloupe, watermelon, cherries, peaches and corn. They also stock local meat, eggs and dairy products year-round, making it easy to pick up all the ingredients for an entirely Caldwell area-produced meal. Cliff is passionate about his business and making life better for those in his community. “People in Caldwell deserve the opportunity to buy non-GMO and gluten-free products without having to drive to Boise or other nearby towns, where these same items tend to be more expensive. No one deserves to be hit with paying higher prices based on the way they have to eat.”That type of passion for his customers has no doubt been a huge factor in Cliff’s Country Market’s success.