Be sure to check out their website for more locations. They have 11 locations in the Portland Metro area, and they are all awesome!
It is right across the parking lot of the Hanna Andersson Outlet and just down the way from the Columbia Sportswear Outlet, so you can get a little shopping in while you are in the are!
They tout themselves as the 'Friendlist Market in Town' and I have never seen anything that would make me argue that. The folks that work at all of their locations are genuinely nice people. We frequent one location and they know our names and chat to us every time we come in. When I don't have my son with me, they always ask where he is and what is new with him.
On top of the friendly staff, the food is amazing. They really like their shoppers to focus on buying locally and they give us lots of opportunity to do that. They also bring things in from other places, so they have a really excellent selection. I think their produce and meats are some of the best in town.
Another little secret locals know: they have the best deli and I often meet friends for lunch at New Seasons. They have a huge selection of items (from stir-fry made to order to sandwiches to mac and cheese to soup to pasta to salads and so on). They always have areas to sit and eat and at most of the stores, they have highchairs or booster seats (the Sellwood store is a bit smaller, so they only have a couple of counter seats).
After lunch you can get a gelato right there (they have several flavors) or check out their amazing dessert case. I stand there in awe everytime.