In the heart of downtown Batavia, Illinois, a woman-owned, 100% plant-based bakery is quietly rewriting the rules of indulgence—and recently, it picked up major recognition for its creativity, community spirit, and place in the state’s foodie landscape.
The Moment of Recognition
In November 2025, New Moon Vegan was inducted into the Illinois Made Program, an initiative by the Illinois Office of Tourism that spotlights small businesses whose experiences and products make Illinois a destination. The honor marks New Moon Vegan as not just a great bakery—but a tourism asset.
Located at 119 S. Batavia Ave., the bakery stands out for its all-plant-based menu, scratch-made approach, and commitment to local sourcing. It’s clear the award recognises more than tasty treats; it recognises atmosphere, community, and what the business says about a place.
The Bakery Backstory
Founders & Roots
New Moon Vegan was opened by the married pair Jo Colagiacomi and Jay Weichun, who brought their Italian-American background from Staten Island, New York, to the Midwest. Their heritage shows up in menu details—think focaccia, artisan breads, and pastries inspired by family recipes.
According to the business’s “About Us” information, Jo describes herself as a third-generation Italian-American and lifelong New Yorker, aiming to make vegan baked goods that aren’t just “good for being vegan” but delicious enough to compete with the non-vegan versions.
What Makes It Unique
- 100% plant-based: Every treat—from breads and pastries to savory items—is dairy-free and egg-free.
- Small-batch & scratch-made: The bakery emphasises hand-crafted methods, including house-made plant-based butter and almond-milk-based pastries.
- Italian-American inspiration: The menu leans into favorites like artisan rolls, black & white cookies, and focaccia, re-imagined as vegan.
- Community & local sourcing: The bakery sources seasonal and local ingredients whenever possible, and the founders selected Batavia’s downtown for its small-town charm and neighbourhood vibe.
- From incubator to destination: New Moon Vegan began via the City of Batavia’s Boardwalk Shops small-business incubator program. That history adds a narrative of growth from local startup to statewide recognition.
Why the Tourism Award Matters
Elevating Local Business to Destination Status
The Illinois Made Program selects businesses that deliver an “authentic Illinois” experience—somewhere visitors might make a special trip. For New Moon Vegan, this means that beyond locals dropping by for the donuts, the bakery now has a tourism-draw profile: people coming in because they’ve heard about it.
Signalling Plant-Based Growth
Plant-based food is not new, but a dedicated vegan bakery being recognized for tourism underlines how much the vegan segment is maturing. New Moon Vegan is showing that vegan doesn’t have to mean niche: it can mean premium, experiential, destination-worthy.
Community & Economic Impacts
For Batavia, this is a win. A local business being highlighted helps raise the profile of downtown, may drive foot traffic, and can encourage other local makers and shops. It also helps position Batavia as not just a commuter suburb, but a place worth visiting.
Added Details Not Fully Covered in the Original Announcement
While the prior coverage captured the major facts, here are some deeper insights:
- Allergen-friendly facility note: The bakery states that while it is dairy- and egg-free, cross-contact may occur with other allergens (gluten, nuts, soy); the commercial kitchen works with many ingredient types.
- Menu breadth: Beyond pastries, the bakery offers savory lunch options (e.g., breakfast sandwiches using house-made rolls), soups, and bread loaves—making it more than just a sweet stop.
- Opening timeline: The founders launched their brick-and-mortar storefront after participating in the incubator (which started back in 2021). The physical café was opened in 2023.
- Recognition leading to marketing edge: Being part of Illinois Made can boost the business’s visibility among state-wide tourism channels—potentially bringing folks from outside the immediate region rather than just Batavia or the Chicago metro.
- Sourcing & sustainability: While many businesses pay lip service to “local sourcing,” New Moon Vegan emphasises seasonal ingredient changes and small-batch production. That means flavour variety tied to time of year—giving repeat visitors incentive to come back.
- Atmospheric detail: Reviews mention that despite being vegan, many non-vegan customers frequent the shop simply because the quality and flavour are outstanding. The décor and vibe are described as warm and welcoming rather than austere or “green lifestyle only.”
- Tourism ripple effect: Because the bakery is in downtown Batavia—which includes other shops, restaurants, and the Batavia Farmers Market—visitors coming for the bakery may also explore nearby businesses, making the impact wider than just one storefront.
What This Means for You (Visitor, Resident, or Fellow Business)
- As a visitor, you now have a destination hit for vegan and non-vegan alike—plan a trip to downtown Batavia, make New Moon Vegan a stop, and wander around.
- As a resident of the region, this shows that locally-owned, niche businesses can win state-level honours—so check out your neighbourhood gems.
- As a small business owner, the story is inspirational: starting in an incubator, focusing on quality, developing a strong brand (plant-based + Italian-American roots + community), and then being recognized. The takeaway: specialty + story + craft can gain traction.
Frequently Asked Questions
Q1: Is New Moon Vegan strictly vegan, or are there any animal by-products?
Yes — the bakery describes itself as 100% plant-based in all menu items (no dairy, no egg). However, they also note that while they do what they can for allergens, the kitchen handles other ingredients (nuts, gluten, soy), so full allergen-safety requires inquiry.
Q2: What does the Illinois Made Program recognise, exactly?
The program honours small businesses that produce unique, authentic experiences or products in Illinois that can attract visitors and highlight the state’s identity. Induction signifies you’re part of a curated group seen as tourism assets.
Q3: When is the best time to visit New Moon Vegan?
They are open Wednesday through Friday from around 9 a.m. to 4 p.m., Saturday from 9 a.m. to 2 p.m., and Sunday from 10 a.m. to 1 p.m. (Note: always check current hours before you go.) It’s wise to visit earlier in the day—many items especially fresh breads or pastries—sell out.
Q4: Can non-vegans enjoy the bakery?
Absolutely. Many reviewers and the business itself say that a significant portion of their customers are not strictly vegan—they simply like the taste, quality, and creativity of the menu offerings.
Q5: Do they use local ingredients?
Yes. New Moon Vegan emphasizes using seasonal and locally-sourced ingredients whenever possible, which adds freshness and ties the bakery to the regional food ecosystem.
Q6: Can I bring home baked goods for a group or event?
Yes – they have a retail and online component (via their website) for gift cards and online orders. If you’re planning for an event, it’s best to contact them ahead of time to check availability and lead times.
Q7: How did the business launch?
The founders participated in a local incubator program (Batavia MainStreet’s Boardwalk Shops) that allowed micro-retail in downtown Batavia. From there they scaled into a full storefront, and ultimately earned recognition via the Illinois Made Program.
Q8: Is the bakery part of a broader vegan movement in Illinois?
Yes—it reflects the growing presence and popularity of vegan bakeries around the state, where plant-based isn’t just a niche but a growing mainstream appetite with quality craftsmanship.
Q9: Does this recognition impact Batavia as a whole?
It does. Having a business in Batavia earn statewide tourism recognition helps position the downtown area as one worth visiting—it may attract visitors who then also explore nearby shops, restaurants, and markets, boosting the local economy.
Wrap-up
New Moon Vegan isn’t just another bakery—it’s a launchpad for storytelling, tourism, craft food, and community. The combination of plant-based integrity, artisan technique, local sourcing, and regional recognition makes it a model for what a modern, purpose-driven small business can be.
Whether you’re a vegan foodie, a local business enthusiast, or just someone chasing a great pastry outside the big city, this is a destination worth pencilling in.
Sources Chicago Tribune
