Bob Stone is a man of his word. His fabulous store has done Right By Nature, bringing a selection of natural, organic, fresh and homemade foods to the Strip District. The full-service grocery store opened this week in the Cork Factory Shops, adding a whole new level of attractive and affordable shopping to the region.

A native of Lawrenceville, Mr. Stone has been away for 25 years, working for several large organic produce companies and getting to know the small farmers who supply them. Coming home has had great advantages -- the market here is ripe for healthful foods and for competition. High prices in some stores have led to the misconception that natural and organic foods are expensive. But that doesn't have to be the case, says Mr. Stone, who promises fair pricing on a vast array of items in Right By Nature. His contacts nationwide and the relationships he has developed over time also give him access to foods produced in limited amounts.

That's especially true of the produce that greets customers when they walk into the sleek space, a city block long and half as wide. Tucked into the corner is the floral section, which features organic flowers and offers delivery on floral arrangements. Shelves are stocked with an astonishing variety of just about everything, from teas that will make you skinny, put you to sleep or cure a cold, to almond milk, soy milk, whey milk, hemp milk and mother's milk -- which is a tea! Several aisles feature non-grocery items, including paper, cleaning and beauty products, vitamins and supplements, and a fresh take on the usual drugstore necessities.

The fun really begins when you hit the seafood, meat and cheese counters, and a prepared-food section boasts hot (as in soups made daily) and cold prepared-from-scratch foods section. You can eat in the cafe area, or take it out -- grabbing a Mediterra loaf on your way through the breads.

"Pittsburghers are still getting used to indoor parking," Mr. Stone says with a grin as he points to the elevator that deposits shoppers in the store from the parking lot above it. For the die-hards there is surface parking across the street -- and both lots offer free two-hour parking. Such a luxury in the Strip gets even better -- employees from Achieva will carry your groceries to your car when you pull up and flash your check-out ticket.

"Pittsburgh is a friendly city. It's nice to be chummy with your customers but it should go beyond that," says Mr. Stone. "A lot of places, you get the banter at the deli case and go to the checkout, and the cashiers are talking to each other. To have a really good shopping experience, it starts from the moment I walk in and doesn't stop until I get into the car. I want to feel content that I spent my money wisely."

The 22,500-square-foot store will add 110 jobs to the region and is committed to hiring the disabled, as well as low-income clients from Educational Data Systems. With his five partners, Mr. Stone, who serves as president, says Right By Nature intends to give back to the community and will donate a percentage of its profits to one of seven charities each day.

"We are going to be clean, courteous and convenient while still being affordable. We want everybody to shop here. We're not an exclusive store. We opened up in the middle of the city for a reason."

Right By Nature is at 23rd and Smallman streets and is open daily from 8 a.m. to 9 p.m. Call 412-454-6200.