After departing from Prana House, John Mackey, driven by an entrepreneurial spirit, embarked on a new venture. Busy with work and seeking a fresh challenge, Mackey, along with Renee, conceived the idea of launching their own natural foods store. This vision materialized into Safer Way, a natural foods store established in Austin, Texas, cleverly named as a play on the supermarket chain Safeway. Securing $45,000 in funding from family and friends, they transformed their rental duplex into a makeshift warehouse, eventually making the unconventional decision to reside above the store itself on the third floor.
The initial year of Safer Way proved to be a steep learning curve for John Mackey. Many preconceived notions about business were quickly dispelled as they navigated the realities of entrepreneurship. Despite encountering significant financial losses, depleting half of their initial capital, they faced criticism from anti-business circles, including former co-op associates. Accusations of greed and exploitation through high prices and low wages were leveled against them. However, Mackey felt this perspective on capitalism was fundamentally flawed and unjust. Struggling to make ends meet, he didn’t perceive his entrepreneurial endeavors as inherently driven by greed.
Safer Way became an invaluable educational experience for John Mackey, revealing the essence of business as rooted in cooperation and voluntary exchange, rather than exploitation and coercion. This realization marked a pivotal moment, challenging the narrative of business as a zero-sum game. Mackey was determined to demonstrate that business could be a force for positive collaboration and mutual benefit. This period was a transformative “unlock” for his understanding of commerce and set the stage for his future business philosophy.
