Established in 2008 as Organic to Home (O2H) as an independent grocery store focusing on organic food. The organic concept at that time differentiated them from the general market. However, over the next 5 years, their competitors and major grocery stores eventually offered organic food and products. O2H's competitive advantage weakened and so was their brand recognition. The organic market trend shifted to glutton-free, and will continually shift as consumer wants evolve overtime. So by having "organic" as part of the name has turned into a brand liability. Cornerblock is the rebrand and this is their story.