EFFINGHAM FALLS — Who doesn’t love a good general store? It’s a place not only to grab some hot coffee, maybe a muffin, pick up supplies for your home or a bit of old time kitsch, but also for some good conversation.

Just look at Zeb’s, the mercantile wonder situated on Main Street in North Conway Village, which since 1990 has been selling counter candy, maple syrup and jams, mustards, salsa, pancake mixes and other New England products that harken back to an earlier time. Right next door is the North Conway 5 & 10, recently purchased by the Berry Companies, in partnership with local entrepreneur Matt Braun.

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