Until Mayne Island Tru Value opened its doors in 1996, fresh meat and quality produce on the island were in scant supply. But in less than a decade the organic market blossomed on the island, and Tru Value became known for its emphasis on freshness and organic produce. Islanders found they didn’t have to leave the island to buy food: Tru Value is now competitive with Victoria and Vancouver in both pricing and availability. The store’s credo of customer satisfaction – “If you don’t see it on the shelves, just ask!” – continues to serve them well.