By Mark Schmerling
Just in front of Nature’s Storehouse (427 S. Trade St., Tryon), sits a wooden pew from an old church in Campobello.
On it, co-owner, John Cash, “ministers” to many of the store’s customers, counseling them one-on-one and helping guide them through difficult times. Occasionally, the pew serves as a stage for less serious conversation.
It is this kind of personal service and caring that owners John Cash and his wife, Diane provide that keeps people returning for advice, healthy food, supplements, natural remedies and Diane’s massage therapy, in which she has 18 years’ experience.
The Cashes live their philosophy. John, a runner and one of the area’s premier bicyclists, and Diane, who runs every day (some 35 miles weekly), inspire others to emulate them and to live healthy, energetic lives.
John has also organized, conducted and led grassroots fundraising bicycle rides to benefit Livestrong, and the Gibbs Cancer Center (in Spartanburg).
John and Diane will celebrate 15 years of ownership of Nature’s Storehouse, having bought the store on Sept. 1, 1999.
Shortly before that, John, a native of Spartanburg, had been a design specialist with Lockwood-Greene Engineering in Spartanburg. Diane, originally an Oklahoman, has lived in the Foothills Region since the mid-1980s. At that time, John was traveling a great deal for Lockwood-Greene, and considered changing careers to be able to spend more time at home.
When the store came up for sale 15 years ago, purchasing it made lots of sense. “As an athlete, and having a keen interest in supplementation and eating right,” John knew it was a good move. “I’m very careful about what I eat, and put in my body. I feel that God led us to this,” he said, (for him and Diane) “not just providing a service, but also a ministry. I feel like this is a mission field.”
The store was not always busy. “Our business has had its ups and downs,” John noted, but “we probably have the most loyal (customer) base of any community I’ve known. I consider our customers and employees our extended family.”
Nature’s Storehouse has provided something otherwise lacking in the Tryon area. “We are a full-service health food store,” John Cash said. Customers can find supplements, herbs, homeopathic and other natural remedies, many organic products (including bulk foods), sports nutrition, natural and organic groceries and health and beauty products.
Cash, who trains hard (and often alone) on his bicycle, averaging at least 200 miles a week including some of the region’s steepest and most challenging climbs, enjoys returning to human companionship. “I’m a social being,” he stated. I thrive on social interaction. I spend two to four hours a day on my bike by myself, just me and God.”
Soon after he returns to the store, however, he is generally fielding questions from customers, suggesting healthful remedies or food or counseling some of those customers. If John is not in the store, he and his dog Brew might be visiting area schools and care centers. Both are therapy trained to provide services to students and patients. “We will be involved in an after-school reading program at Tryon Elementary School this fall. Brew loves his ministry, and so do I!”
At Nature’s Storehouse, “The most important part of my job,” John said, “is to be socially interactive with my customers. We (many humans) don’t socialize enough in person. People want counseling. Knowledge is a wonderful thing when shared. I love to share knowledge.”
Not all of Nature’s Storehouse’s customers are dealing with difficult challenges. Serious cyclists, book authors and a wealth of others pass through the doors, enlivening and enlightening.
Another of the Cashes’ goals is “providing employment opportunities for young people” especially those, John said, who are transitioning from high school to college, or from college to the next stage of their lives. Tryon, John said is billed as the “Friendliest Town in the South.”  “We need to live it,” he said. “I think we mimic that in our store.”
Typically spending much of each business day providing massage therapy to seven clients, Diane while less visible, is no less vital. “John is the supplement buyer,” she said. “I’m the food buyer.” She tries to provide “what people want to eat that’s healthy.” She particularly searches for healthy snacks “to fit busy life styles.”
Diane’s massage clients often arrive by word of mouth. “Most of my clients have been told by one of my clients,” she noted. Most are local, but some travel from as far as Hendersonville and Greenville. She provides therapeutic, trigger point and deep-tissue massage. “Most of my clients are regulars,” Diane added. “They are active people who find that massage helps them keep active and enjoy the things they like to do.”
Diane admits that many individuals find it challenging to make changes for healthy eating, but adds, “If people could feel the difference, they’d probably make changes . . . You can break the cycle (of unhealthful eating) enough to feel better.”
How does it feel to see positive changes in their customers?
“To me,” Diane Cash said, “it’s humbling, and a privilege. When we hear that someone feels better after they come in, it’s an honor and a privilege that we helped somebody.”
John notes, “We are very humble, grateful, content and blessed to live and work in such a special community.”