For The best Deals on Green Goods

SHOP ONLINE at Just Act Natural

About Us

We are no longer taking online orders, and we are working on a new website altogether.  We apologize for any inconvenience.

A Dream Come True

Photo courtesy of the

Fox Cities Convention and Visitors Bureau

Hi there, this is J.C. and Dianne Paustian, owners of Just Act Natural – the Fox Valley’s first all green goods retail store.

When we married in 2003, we got serious about green living and started converting our conventional products into green products, but it was difficult to find all things green in one place. That’s why we started Just Act Natural. It was a long, three-year road writing the business plan on nights and weekends and in between full-time jobs and one child at the time (we now have two). But it all paid off when we opened on Earth Day 2009 (April 22nd) in downtown Appleton, Wisconsin. Since then, we have seen a tremendous response by the community, and we thank every one of our customers.

A Dream In Progress

It is your commitment to a healthy and sustainable lifestyle that inspires us. You’re the reason we strive to find new and innovative solutions to help you live healthy, happy and green.

We’d Love To Hear From You

Your product feedback and new product suggestions are invaluable. Any questions, just let us know! We invite you to follow our blog to read reviews of eco-friendly products and environmental news.

Our Green Mission

Our mission is to offer all green, eco-friendly products in one online green store and under one roof at our physical store in Appleton, WI. We are committed to bringing you affordable & natural home products and knowledge that will benefit the well-being of your body, home, community and planet.

We research and support manufacturers who create their natural goods in a sustainable and socially responsible manner using natural, organic, non-toxic or recycled materials.  We hand-select every green product and sell a variety of organic products including organic clothing, kitchenware, natural household cleaners, natural body care, eco-friendly cleaners and laundry soaps, recycled cards and stationery, stainless steel water bottles, dental care, baby items, cosmetics, towels, gifts and more.

We are committed to being an active and invested member of our community, and we hope our enthusiasm and efforts will be contagious.

Everything Is Connected

In order to understand how we got here, we have to go back to 1996 when I moved to the Florida Keys for two years. I found a job as a buyer for a small gift shop operated by Dolphin Research Center – a research and educational non-profit facility for dolphins (this is where the original Flipper resided in the 1960s). There, I worked and socialized with true environmentalists who possessed values and beliefs I had never encountered before. Their beliefs rubbed off on me. I got it; I understood it: Everything is connected. I soon found myself weaving around crabs and turtles on the road to avoid hitting them with my car. I’ve been a tree hugger ever since.


Dianne was born and raised in Horicon, Wisconsin (think Horicon National Wildlife Refuge). After graduating from college, she spent 12 years as an art director, designer and production artist. Dianne is the creator of our brilliant logo, family caricatures, business cards and all promotional items. We had our first child in 2005 and we decided Dianne would be a stay-at-home mom. Although Dianne has been freelancing her graphic design skills for more than 10 years, her first love and priority is being the mother of our two children. She often brings the kids to the store to make sure that the products J.C.’s stocking to save the environment also help protect the health of her family and community.