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We believe in a new kind of shopping experience—one with better ethics, and better products.  What's the secret? 

Shopping exclusively at multi-generational family businesses that haven't sold out. 

So go ahead... browse businesses, use them, rate them, and let's build this community. 

shopping  +  family businesses  =  love





​Having mastered the art of baking in Sicily, while apprenticed to a baron, Mario Isgro then came to America and eventually founded Isgro Pasticerria in South Philly in 1904.  Over a century later, the third and fourth generation of Isgros are at work preserving the legacy. The family is immensely proud of this fact.  And so is all of Philadelphia, which frequently bestows high honors on the bakery as the best in town.  Famous for cannoli, pizza rustica (filled with meat instead of fruit), and anything with ricotta (a cheese they make on premises), they're also well-known for being situated in one of the most colorful neighborhoods in the country, where the cultural flavor in the air nicely complements the flavors of the pastries.  On a recent Sunday, I visited Isgro's after mass at a nearby church, where the priest made sure to pray for some of the things that matter most, things like "supernatural healing" for the recently fired Phillies manager "and all other people who find themselves unemployed."     - Christian D'Andrea

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The mission



People worry (rightfully) that big multi-nationals are usurping the marketplace, killing the little guy, homogenizing offerings, and lowering quality.  The artisan merchant, the craftsman businessman, the guy or gal who has their trade or business in their blood... they’re all under siege.


So I'm doing something about it.  I launched ShopFamily™, a shopping resource that allows you to stand up for something, with every purchase you make.  First, the site enlists all of you in helping identify the great multi-generational family businesses out there—businesses that are still in the family.  And then ShopFamily™ aggregates them in one easy-to-use depot—searchable by location and type of product or service.  So you can effortlessly learn about, and shop from, established family businesses.


These family-run businesses make great stuff, from candy bars to bicycles to rockets to wine to the world’s purest apple vinegar.  And yes, each business showcased by ShopFamily™ consists of more than one generation of family members directly involved in the business.   That’s what makes them special.  They care more deeply, because it’s a legacy.  And that passion benefits the consumer.  Let's be honest, wouldn't you rather buy from someone who considers her business a matter of family honor?


Do yourself a favor, and get it from the good guys... get it from the families.  It’s the right thing to do, and on top of that, the goods and services are better!  Because the people making them really care. 


So, click, buy, and stand up for something.


                                                                                           - Christian D'Andrea

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