Okay Snicker McSnickerstein. Let’s get this out of the way: The name of the forthcoming Big Bottom Market in Guerneville refers to the river town’s 1860’s moniker as “The Big Bottom”. As in an alluvial flood plain. Not your granny’s gadunkadunk in the trunk.

But owners Crista Luedtke (boon eat+drink, boon hotel) and Michael Volpatt (of PR firm Larkin Volpatt) aren’t exactly shying away from the cheeky double entendre. “When we heard it we just though it was fun. It’s definitely got a lot of people talking,” said Volpatt.

Opening in mid-July, this small-town market isn’t you usual cigs, beer and Slim Jim kind of joint. Instead,  it’s a gourmet general store focused on artisanal food wine and micro brews for the beach-bound and picnic-set. In addition to deli items and prepared foods, Big Bottom Market will also sell its own blend of red wine, Sonoma County olive oil and sea salt. The duo hopes to expand the operation in Sonoma County and possibly Palm Springs.

But that’s not what’s got my attention. “Visitors to the market can also anticipate getting their hands on one of the best biscuits ever tasted. In the words of the market partners, ‘The biscuit is the new cupcake and ours are off the hook delicious.‘” Plus the promise of a decor that’s “lumberjack chic.”

Akin to Jimtown Store owner Carrie Brown, Crista has already proved her food mettle at boon eat + drink, a simple eatery that embodies everything I love most about Sonoma County — unfussy, fresh and wildly creative dishes that taste as good as they look.

Stay tuned for more details. The location is set to be 16228 Main St. in downtown Guerneville.