Oxford’s buzzing community spirit 

Round & About

We chat to Matt Sage & Jessica Howie, founders of Wild Honey 

Q. Hello! How long have you lived in Oxford? “For 30+ years. I founded the city’s performance space, The Catweazle Club, in 1994. I’m a musician, my wife Jessica is a dancer. We’re both passionate about community.”  

Q. How was Wild Honey born? “When we got together, we felt there was a lack of vibrant health food stores in Oxford, and so – with no previous experience – in 2014, we took over the old Inner Bookshop, in Magdalen Road, east Oxford and opened the first Wild Honey. We were one of the first businesses instrumental in creating the wonderful, rich independent foodie hub into which it has now grown. Our first Wild Honey quickly proved a real love for what we offer: a carefully curated cave of treasures of healthy food, organic produce, supplements, vitamins, skincare, lovely things for the home, gifts and treats, plus everything for the weekly shop. There was really nothing else like it. We’ve since opened two more: one in South Parade in Summertown, and one in Little Clarendon Street. All shops are deeply embedded in the local communities and champion local, ethical, and organic produce.” 

Q. Why should we all shop locally? “As well as being passionate about health and local community, we also care deeply about the concept of local economy. When someone spends £5 with a local, independent business such as ourselves, we can pay the carpenter, who can pay the window cleaner, who can pay the café owner; round and round it goes. That fiver stays in the community. When you spend it in one of the big multi-chain stores, that £5 disappears from the local community forever. So for me, shopping with local independents is a small, simple and hugely revolutionary act! I support local businesses all the time, not to mention the producers, growers and makers we go out of our way to source and sell in our shops. We sell locally made bread, cheese, fruit and veg, candles, soap, skincare, cards. The list goes on and on. We want to be a part of meaningful change in our local environment.” 

Q. What are your favourite local pubs or restaurants? “I love Oli’s Thai, Arbequina and The Magdalen Arms: all fantastic, local, independent businesses. We’re friends with the owners, and we all support each others’ businesses. It is a thriving, healthy ecosystem.” 

Q. What highlights are you looking forward to later this year? “It’s hard work, but we love Christmas time at Wild Honey: it’s all so sparkly and cosy!” 

Q. What do you most love about where you live? “The strong sense of being a part of – and at the heart of – community.”