Cheryl Augusma says the story behind Pure Choice Organics is one of love. Love for the health and wellbeing of her family. Cheryl’s husband is one of more than 200-million people around the world who suffer from psoriasis and eczema. Cheryl wanted to make something for her husband that wouldn’t aggravate his skin. She began developing products that were paraben- and preservative- free. Within one year, they went from one farmer’s market to five. Since opening Pure Choice Organics at Artegon, Cheryl has stayed true to her #1 principle – “If my kids and husband can’t use it, we don’t make it.