Island Naturals

What Island Naturals does

Island Naturals Market Inc. is a privately held, founder-owned specialty natural and organic foods retailer operating three physical storefronts on the Big Island of Hawaii: Hilo (the original 1998 store in the Hilo Shopping Center), Pahoa (east side), and Kailua-Kona (Kona Commons, west side). Founded by Russell Ruderman, who has been in the health food and organic farm industry since 1975, the company employs between 11 and 50 people and serves health-conscious consumers, residents with special dietary needs, and Hawaii Island visitors and residents seeking local and organic products.

The product portfolio spans ten retail departments: grocery (shelf-stable organic and natural packaged goods), supplements and body care (vitamins, herbal remedies, and the company's own Island Naturals label), deli (fresh daily prepared foods, hot buffet, salad bar, smoothies, sandwiches, bento boxes, juices, and catering), produce (organic fruits and vegetables from local Hawaiian farmers and mainland suppliers), bulk foods (organic beans, grains, nuts, seeds, and spices), bakery (in-house daily-baked goods including gluten-free and vegan options), refrigerated and frozen (organic dairy, dairy alternatives, frozen meals), local products (Hawaii honey, Kona coffee, mac nuts, fresh fish, grass-fed beef), beer and wine (organic wines, microbrews, sake), and housewares (sustainable cleaning, reusable bags, water purifiers). The company also operates a paperless rewards program earning 1 point per dollar (beer and wine excluded per Hawaii law), with $5 off for every $250 spent.

The business model is direct-to-consumer retail with all sales occurring in-store across the three locations; no e-commerce, delivery, or mobile app is offered. Marketing combines organic social (Facebook and Twitter), website content (recipe library, departments, monthly specials calendar), in-store merchandising, and the rewards program. The company has invested in sustainability infrastructure — solar panels, co-generation systems, computerized rack refrigeration, water refilling stations, reusable container programs, and plastic-bag-free operations since Earth Day 2008 — which earned Recycle Hawaii "Keeping it Green" awards in 2008 and 2010 and has supported recognition as the best health food store on the island for 23 consecutive years.

Name

Island Naturals

Legal name

Island Naturals Market Inc.

Website

https://islandnaturals.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Island Naturals Market Inc. is a privately held, founder-owned natural and organic foods retailer operating three storefronts on the Big Island of Hawaii (Hilo, Pahoa, Kailua-Kona), serving health-conscious residents, special-diet consumers, and visitors with groceries, deli, bakery, produce, supplements, bulk foods, beer and wine, and local Hawaiian products.

Ownership category

akta.pro rank

Product category

Natural and Organic Food Retail

NAICS

Food and Beverage Retailers (445), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400)

akta.pro industry

PRIMARYCRAHAEAA

Natural/Organic Supermarkets & Chains

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

SECONDARYCRAHAEAE

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly)

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

Keywords

• Natural foods retail
• Organic grocery store
• Deli and bakery
• Health food market
• Supplements retail

Headquarters

HQ city

Hilo

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Island Naturals generates revenue through retail sales of physical products including organic groceries, fresh produce, deli items, bakery products, refrigerated and frozen foods, supplements, body care products, bulk foods, beer and wine, and local products. All sales occur in-store at their three Hawaii Island locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Island Naturals is a multi-store natural and organic food retailer operating three physical storefronts on Hawaii Island. It sells groceries, supplements, body care, fresh produce, bulk foods, an in-house deli and bakery, refrigerated and frozen items, local Hawaiian products, beer and wine, and housewares directly to consumers shopping in store. The business is supported by a free points-based rewards program and recognized sustainability initiatives.

Product overview

Island Naturals Market and Deli is a health food grocery retailer operating three store locations on the Big Island of Hawaii (Hilo, Kailua-Kona, and Pahoa). The company offers a unified retail experience combining grocery, produce, deli, and bakery departments under one roof. The product portfolio centers on natural and organic foods with departments for grocery, supplements and body care, fresh produce, bulk foods, in-house deli, organic bakery, refrigerated and frozen items, local Hawaiian products, beer and wine, and housewares. The company also operates a rewards program. Founded in 1998 by Russell Ruderman, Island Naturals has been recognized as the best health food store on the island for twenty-three consecutive years.

Differentiator

Problem solved

Functional benefit

Products and services

• Grocery department Shelf-stable packaged organic and natural groceries including pastas, sauces, soups, beans, cereals, snacks, beverages, teas, and condiments, with extensive specialty sections for organic, raw, and gluten-free products. Targeted at health-conscious grocery shoppers on Hawaii Island.
• Supplements and Body Care department Vitamins, supplements, homeopathic and herbal remedies, and natural body care products, including the company's own Island Naturals brand supplements and a special-order service for items not in stock. Targeted at health-conscious consumers and shoppers seeking natural personal care.
• Deli department Fresh daily prepared foods including hot buffet, salad bars, sandwiches, smoothies, bento boxes, and freshly squeezed juices, with healthy catering services and raw food options for vegans and vegetarians. Targeted at in-store diners, takeaway customers, and catering clients on Hawaii Island.
• Produce department Fresh organic produce sourced from local Hawaii farmers and mainland suppliers, featuring in-season local fruits and vegetables including exotic varieties like Rollinia. Targeted at shoppers seeking fresh, organic, and locally grown produce.
• Bulk Foods department Bulk organic and natural foods including beans, legumes, grains, nuts, seeds, dried fruits, snacks, granolas, herbs, and spices sold in bins at competitive prices. Targeted at price-sensitive natural foods shoppers and households that buy in quantity.
• Bakery department Fresh daily baked goods including croissants, bagels, breads, puddings, pies, cakes, cookies, muffins, and specialty items like lilikoi scones, with gluten-free and vegan options plus special orders for celebrations. Targeted at retail bakery shoppers and event/celebration customers.
• Refrigerated and Frozen department Organic dairy and meat products, frozen yogurt, dairy-free alternatives, vegan cheeses, sour cream, and frozen meals including pizzas, calzones, and Indian curries. Targeted at shoppers seeking organic, dairy-free, and specialty frozen meal options.
• Local Products department Hawaii-made products including local honey, macadamia nuts, Kona coffee, chocolate, fresh fish, grass-fed beef, goat cheese, tropical massage oils, and specialty deli items. Targeted at residents and visitors seeking authentic local Hawaiian goods.
• Beer and Wine department Organic, sulfite-free, and sustainable wines, microbrewed beers from around the world, and sakes, with weekly 20% discounts on Fridays and everyday low prices on select items. Targeted at adult shoppers seeking organic and craft beer and wine.
• Housewares department Sustainable home products including natural cleaning supplies, recycled paper products, pet food, reusable bags, bottles, water purifiers, candles, and clothing. Targeted at shoppers seeking eco-friendly household goods.
• Rewards Program Free loyalty program where customers earn 1 point per dollar spent and receive $5 off a future purchase after accumulating $250 in spend, with points redeemable as soon as earned and tracked paperlessly via email. Beer and wine purchases do not earn points under Hawaii law. Targeted at repeat Island Naturals shoppers.

Quantifiable outcome

• Reduced waste significantly through recycling programs, reusable container policies, and biodegradable packaging

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Down to Earth Organic & Natural: Down to Earth is a Hawaii-based chain of organic and natural foods supermarkets operating multiple locations across Oahu, Maui, and Hawaii Island. It is the most direct peer to Island Naturals, sharing the same product mix (organic groceries, produce, deli, supplements), customer base (health-conscious Hawaii residents), and regional footprint.
• New Seasons Market: New Seasons Market is a Pacific Northwest natural and organic grocery chain emphasizing local products, fresh prepared foods, and an in-house bakery. It shares Island Naturals' positioning as a community-anchored natural foods retailer with strong local sourcing and prepared foods offerings.
• Jimbo's... It's a Market Thing: Jimbo's is a small Southern California chain of natural and organic grocery stores with a similar in-house deli, bakery, bulk department, and supplements focus. It is a directly comparable small-chain natural foods retailer with overlapping format and category mix.
• Natural Grocers (Vitamin Cottage): Natural Grocers is a US specialty retailer focused exclusively on natural and organic groceries, dietary supplements, and body care, with strict ingredient quality standards. It is a directly comparable specialty natural foods retailer with a similar department mix to Island Naturals (grocery, produce, supplements, bulk).
• Lazy Acres Market: Lazy Acres Market is a Southern California natural and organic foods grocer offering organic produce, specialty groceries, a full-service deli, and supplements. It is comparable to Island Naturals in its small-chain natural foods retail model, store format, and product assortment.

Broad incumbents

• Trader Joe's: Trader Joe's is a national specialty grocer offering natural, organic, and gourmet products at value prices with a curated assortment. It operates on Hawaii Island and competes with Island Naturals for health-conscious and value-oriented grocery shoppers.
• Whole Foods Market: Whole Foods Market is a national natural and organic grocery chain owned by Amazon, offering a comparable assortment of organic groceries, produce, supplements, deli, and bakery. It serves as the dominant broad incumbent in the natural foods category and competes with Island Naturals for health-conscious shoppers on Hawaii Island where it operates.
• Sprouts Farmers Market: Sprouts Farmers Market is a large US chain specializing in natural and organic groceries at value prices, with expanded fresh produce, bulk, vitamins, and deli departments similar to Island Naturals. It is a broad incumbent in the same category and a comparable scale model for natural foods retail.
• Costco Wholesale: Costco operates warehouse clubs on Hawaii Island carrying organic groceries, supplements, and bulk foods at scale. While not a natural foods specialist, it is a broad incumbent competing for the same household grocery wallet share as Island Naturals.

Regional players

• Foodland Super Market: Foodland is Hawaii's largest locally owned grocery chain with broad island-wide presence and a 'Foodland Farms' premium format that overlaps with natural and local products. It is a regional player that competes with Island Naturals for general grocery spend on Hawaii Island while operating at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/islandnaturals
• Facebookfacebook.com/pages/Island-Naturals/225464365808

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Island Naturals