Bayley Ugstad, a Monsoon Market collaborator for two years, juggles administrative and sales work to attract people from the local community.

“The owners here wanted to create a local market where people could not only seek out local goods, such as fresh Noble Bread or Sorella cookies, but also enjoy a visually pleasing store and a selection of retail wine, snacks, and beverages of all kinds,” Ugstad said.

While popular brands may be hard to find elsewhere, this marketplace offers a chance to discover new products without the additional expense of shipping. One standout offering is natural wine, a popular item the market proudly promotes in response to the growing interest in the ingredients in food and drink.

“As we get older, our bodies change, and I think some of these foods and beverages that we're used to drinking don’t resonate with us anymore, or we become curious about what we’re consuming and want to feel good in our bodies,” Ugstad said. “Mass-produced wines are made with pesticides and chemicals that aren’t good for you. All of our wines are the opposite of that.”

The market houses wines from within the U.S. and countries like Italy, Spain, and France. One popular wine is from Cactus Cru — Arizona’s first natural wine production label. Timo Geis, the founder of the company, specializes in low-intervention wines made from locally grown grapes.

“Our natural wine production focuses on minimal intervention from vineyard to bottle, emphasizing organic or biodynamic viticulture, spontaneous fermentation, and avoiding many modern winemaking techniques,” Geis said. “Natural wine is important because it aligns with contemporary values around health, sustainability, and cultural authenticity.”

Monsoon Market introduced Cactus Cru to its consumers, leading to an increase in their wine brand’s exposure.

“Not only have I been able to create a healthy relationship with the amazing gals over at Monsoon Market, but they’ve also helped educate their customers on the importance of natural wine and its place in the wine industry,” Geis said. “They also make it a point to support local businesses that are doing cool and creative things in Arizona.”

Kensey Lubin, an ASU graduate student, first experienced natural wine at Monsoon Market when she sampled  Cactus Cru’s product during one of the market’s wine-tasting events. She learned about the contrast between large wine companies driven by profit and local brands passionate about their products.

“I never really thought that the wine I was drinking had unhealthy chemicals. Monsoon Market introduced me to Cactus Cru’s natural wine and why it’s important,” Lubin said. “I love knowing that what I’m drinking not only tastes incredible, but it was made with intention.”