About Us


Thank you so much for taking the time to learn more about Natural Selection. I hope to be able to share my vision and motivation for creating a unique of the kind box that enables small businesses to shine and allows local, family-owned companies to not only survive but thrive!

Natural Selection was Founded for a very simple reason: To promote and support local communities’ small businesses. As an active member in the community, I’ve always felt that there was a big problem with the way small independent local businesses suffered in the face of giant retailers with virtually unlimited budgets for advertising. I realized, like many others before me, that small businesses’ are the backbone of our economy and it was my duty to not allow them to disappear!

In fact, it was with that in mind Natural Selection was created! Our “Locals Only” Community Chest is unlike ANY other service out there for a lot of reasons, the top one being that we partner ONLY with small local businesses. This ensures that the products and companies we promote are small-batch, and of the highest quality. Another huge factor that sets us apart is the fact that Natural Selection does not resell featured partner’s products.- Instead, we offer small businesses a way to promote their products and businesses in our monthly Community Chest curated by Natural Selection, allowing you as a member to re-order DIRECTLY from them. This gives us all the opportunity to support small businesses and keep them going.

As a member of Natural Selection, your monthly Community Chest will contain a curated selection of local goods in categories of your choice, as well as the featured companies’ contact and reordering information within a “meet the founder” bio sheet. We do this as a way to put a face with a name so to speak. That bio is meant to introduce local business owners to you, the members who can proudly support your communities while finding superior products you wouldn’t otherwise find.

All that being said, the Natural Selection Team has worked incredibly hard, spending our time, efforts, countless trips to local farmers’ markets, late nights finding local partners, determining the quality of products, and building community relationships, in order to bring our members the best of the best. We sincerely hope that you can find it as rewarding as we do to support small businesses while receiving amazing local products. We encourage you to give us a try! Sit back, relax and let Natural Selection do its thing!


Eric Caballero

Founder/CEO, Natural Selection