FARE (4838 Magazine St., 504-302-9171; www.facebook.com/FAREFoodForHealth), a "food apothecary" focusing on healthful food products, opened Uptown last week at Magazine and Lyons streets.

"I am all about promoting clean eating," says owner Alicia Murphy (who is married to Irish House chef/owner Matt Murphy). FARE offers prepared foods, juice, smoothies, dried vegetables, coffee, tea and baked goods, and Alicia plans to include salads, soups, entrees and takeaway meals.

"The whole premise is that we'll be focusing on foods that are dairy-free, soy-free and gluten-free, what's known as an 'anti-inflammatory diet,'" Murphy says.

For Murphy, the idea of moving toward a more healthful diet doesn't necessarily mean giving up the food you love. "I'm in the food business," she says, "and I never want to be about depriving myself or my family of great things to eat. So when my children say to me, 'Mom, I want a PB&J,' I make the bread, I give them a different nut butter and jam. ... I want to be able to give my kids all the great food, but it should be healthy food."

FARE is open 9 a.m. to 6 p.m. daily.