What Earthfare does

Earth Fare is a regional natural and organic grocery retailer operating 16 physical stores across the Southeast United States — North Carolina, South Carolina, Virginia, Tennessee, Florida, and Georgia — with its headquarters and original 1975 flagship in Asheville, NC. The company sells certified organic produce, responsibly sourced and American Humane Certified meats and seafood, in-store bakery and prepared foods (sushi, pizza, roasted chickens), bulk foods, vitamins and supplements, and body care products, all curated against its proprietary 'Boot List' quality standard that bans 70-100+ ingredients including artificial colors, flavors, preservatives, and high fructose corn syrup. The customer base is primarily health-conscious consumers and families seeking clean-label and transparent food sourcing, segmented horizontally rather than by industry verticals.

The business model is straightforward brick-and-mortar grocery retail: revenue is generated almost entirely through point-of-sale transactions at owned storefronts, supplemented by an Instacart partnership for online ordering and delivery. Supporting commercial mechanisms include the Your Healthy Rewards loyalty program, a Daily Deals rotation by day-of-week, a Weekly Ad promotional flyer, and Monthly Features digital savings booklets. There is no subscription model, no enterprise/B2B sales motion, and no disclosed e-commerce platform of its own. Vendor relationships — exemplified by the Local Roots regional supplier program and the recent onboarding of Frankie's Organic Snacks into 14 of 16 stores — supply category differentiation and local provenance.

The company filed for bankruptcy in 2020 (operating briefly as Earth Fare 2020 Inc. in legal records) and relaunched under founder Roger Derrough and CEO Frank Scorpiniti with a leaner footprint and a 'back to basics' positioning. Earth Fare remains a private, founder-led company with no disclosed institutional investors, parent company, or subsidiaries. Headcount is reported at 1,001-5,000 employees; no financial figures are publicly disclosed.

Name

Earthfare

Legal name

Earth Fare

Website

https://www.earthfare.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Natural and Organic Grocery Retail

NAICS

All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

akta.pro primary industry

Grab-and-Go Packaging, Merchandising & Food Safety Programs (Retail Ops) (CRAHAKAL)

akta.pro secondary industry

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

Keywords

• Natural grocery retail
• Organic supermarket chain
• Specialty food stores
• Clean label groceries
• Regional grocery chain

Headquarters

HQ city

Fletcher

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Grocery Sales: Earth Fare generates revenue through direct retail sales of natural and organic groceries, fresh produce, meats, seafood, and prepared foods at its 16 physical store locations across the Southeast U.S. Customers purchase products at point-of-sale in stores, with no subscription requirement.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Earth Fare is a supermarket operator that sells all-natural, organic, premium, and specialty foods and products through 16 physical store locations across the Southeast U.S. Merchandise includes certified organic produce, American Humane Certified meats and seafood, in-store bakery items, prepared foods, wellness products (vitamins and supplements), and body care items, with all products screened against a proprietary list of 100+ banned ingredients.

Product overview

Earth Fare is a natural and organic grocery store chain operating 16 stores across the southeastern United States (North Carolina, South Carolina, Virginia, Tennessee, Florida, and Georgia). The company offers a unified retail grocery experience centered on clean, healthy eating. Its product portfolio includes fresh organic produce, natural and conventional groceries, responsibly sourced meats and seafood, in-store bakery, prepared foods (sushi, pizza, salads), wellness products (vitamins, supplements), and body care items. Earth Fare differentiates through its proprietary Boot List quality standard, which bans over 100 harmful ingredients from all products. Supporting programs include Your Healthy Rewards loyalty program, Daily Deals and Weekly Ad promotional features, Monthly Features digital savings booklets, The Fare Share recipe blog, and the Local Roots vendor program supporting regional producers.

Differentiator

Problem solved

Functional benefit

Brands

• Earth Fare Wellness: Earth Fare's proprietary wellness product line including vitamins and supplements
• The Fare Share
• The Boot List
• Your Healthy Rewards
• Fresh Forum

Products and services

• Earth Fare Grocery Store Natural and organic grocery store offering fresh produce, organic goods, natural foods, responsibly sourced meats and seafood, bakery items, prepared foods, wellness products, and body care items across 16 store locations in the southeastern United States, with all products screened against the Boot List quality standard.
• Your Healthy Rewards Customer loyalty program offering exclusive deals, promotions, and discounts to members, with deals valid through 6/30/26. Membership registration is conducted through the StoreByWeb portal.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Frankie's Organic SnacksminorChannel Partner/ Reseller/ Distributor · 14 May 2026Frankie's Organic Snacks, a family-owned Canadian snack company founded in Quebec, launched its Organic PuffCorn product into 14 Earth Fare store locations across the Southeast as part of a broader U.S. expansion strategy. The rollout features multiple flavors including Avocado Oil & Himalayan Pink Salt, BBQ, White Cheddar, Vegan Cheddar, Churro, and Jalapeno varieties in 4-oz bags priced at $3.99.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Whole Foods Market: Amazon-owned natural and organic grocery chain. The dominant national specialty grocer and the benchmark for the category Earth Fare competes in, with far greater scale, private label depth, and digital infrastructure.
• Wegmans: Large regional grocery chain with a strong natural/organic, fresh, and prepared foods offering. Overlaps Earth Fare on quality positioning and prepared foods, though Wegmans is far larger and more capital-intensive.
• Kroger: Largest U.S. pure-play grocery operator with a deep natural/organic private label (Simple Truth) and robust digital ecosystem. A scaled competitor that increasingly competes on Earth Fare's clean-label turf at lower prices.

Direct peers

• Sprouts Farmers Market: Public specialty grocer focused on natural and organic fresh produce, bulk foods, vitamins, and clean-label grocery. Closest publicly traded comparable in product mix, customer demographic, and store-format economics.
• The Fresh Market: Specialty grocery chain with a similar curated natural/organic assortment and small-box store format. Direct peer for product positioning, and notably a prior company led by Earth Fare's current CEO Frank Scorpiniti.
• Natural Grocers (Vitamin Cottage): Public natural and organic grocery chain with a strict ingredient quality philosophy. Closest like-for-like comparable on clean-label positioning, loyalty program depth, and educational content marketing.
• Trader Joe's: National specialty grocer known for curated natural/organic and private-label assortment at value price points. Competes for the same health-conscious, ingredient-conscious shopper that anchors Earth Fare's customer base.

Regional players

• Publix: Employee-owned Southeast grocery chain with expanding natural and organic assortment. Direct Southeast competitor that draws on the same shopper base in markets where Earth Fare operates.
• Harris Teeter: Kroger-owned Southeast/Mid-Atlantic grocery chain with a premium positioning and growing natural/organic assortment. Regional competitor for the same health-conscious Southeast shopper.

Emerging players

• MOM's Organic Market: Mid-Atlantic organic grocery chain with an even stricter ingredient philosophy than Earth Fare. Comparable on customer demographic, education-driven content, and clean-label merchandising, though smaller and more geographically concentrated.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MyEarthFare
• Facebookfacebook.com/earthfare
• LinkedInlinkedin.com/company/earth-fare---the-healthy-supermarket

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Earthfare