The first thing to say about this place is that it is indeed actually in Fortuna, not Ferndale. The Happy Cow Android app pointed me at the latter, not the former.
A second thing to say is that it is a deli, albeit one that could probably use its floor space better, stocking more items. That said, while the mushroom sandwich I had (I forget what they call it on their menu) was satisfying in every way, and came with a salad, the prices seem a bit high. This is, after all, a deli.
Still, for what one would expect to be a relatively slow time of day, the place seemed to have decent traffic. There is, it seems, a market for vegan food in Fortuna, which is certainly good news. And I think the idea of a 'vegan store' is a good one; it doesn't take long to tire of peering at ingredient labels and wondering what some ingredients even are.
Cons: no wifi, needs to stock more items, a bit expensive