Down to Earth Organic & Natural

What Down to Earth Organic & Natural does

Down to Earth Organic & Natural is a privately held, founder-owned specialty retailer headquartered in Honolulu, Hawaii, operating six brick-and-mortar stores across Oahu (Honolulu, Kakaako, Pearlridge, Kailua, Kapolei) and Maui (Kahului). The company traces its origin to a 1974 Maui buying cooperative (Community Coop) and has operated under the Down to Earth brand since 1977, maintaining a 100% vegetarian assortment from inception. Its operational scope is narrow but deep: produce, bulk foods, grocery, chill/frozen, deli and bakery, and a wellness department (vitamins, supplements, natural body care, natural living). A published prohibited-ingredient list (excluding high fructose corn syrup, artificial colors/flavors/preservatives, hydrogenated oils, and similar additives) anchors the chain's product standards, and eight recognized certifications (USDA Organic, Non-GMO Project, Fair Trade USA, Certified Vegan, Cruelty Free, Regenerative Organic Certified, Animal Welfare Approved, Certified Humane) are surfaced on-shelf.

The technology layer is built on commodity SaaS rather than proprietary infrastructure: each store runs its own Shopify storefront at shop.downtoearth.org, deli orders route through an Olo-powered mobile app (DTE Deli App), and back-office customer engagement, marketing, and feedback are handled via Campaign Monitor, Adroll, Tattle, FreshDesk, and Eventbrite. The DTE Perks loyalty program and a content-marketing ecosystem (Lifestyle Hub blog, health articles, recipes database, Earth News newsletter, video content) drive engagement. Revenue mechanics consist of in-store retail, per-location e-commerce (delivery and pickup), deli-app prepared-food sales (in-store pick-up, curbside, delivery), and a Personal Shopper service that carries a 3% picking fee (waived for EBT orders). Customer segments are persona-based and long-tailed: health-conscious consumers, vegetarians and vegans, environmentally conscious shoppers, and Hawaii residents prioritizing local sourcing.

The go-to-market is exclusively direct-to-consumer in Hawaii - no franchise, wholesale, or out-of-state distribution. Pricing is transaction-based retail with no disclosed subscription or membership tiers beyond the free DTE Perks loyalty program. Recent strategic activity has shifted from store expansion (last new store 2018, last major relocation 2019) to product-line velocity, with three chain-wide deli SKUs launched across 2025-2026 in collaboration with social media influencers Bretman Rock and @fiveftfoodie. Ownership is concentrated (no identified parent, no institutional investors, no funding rounds), and the company is led by Mark Fergusson as CEO and CFO.

Name

Down to Earth Organic & Natural

Legal name

Down to Earth Organic & Natural

Website

https://downtoearth.org

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

51–100 employees

Short description

Down to Earth Organic & Natural is a privately held Hawaiian specialty retailer operating six stores on Oahu and Maui selling 100% vegetarian organic groceries, deli foods, and wellness products. It serves health-conscious consumers, vegetarians, and local residents via in-store retail, per-location Shopify e-commerce, and the DTE Deli App.

Ownership category

akta.pro rank

Product category

Natural & Organic Food Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Specialty Food Retailers (4452), Food (Health) Supplement Retailers (456191)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), Organic Produce & Farm Market Retail (CRAHAEAD), Bulk Food & Refill Stores (Package-Free/Zero-Waste) (CRAHAMAA)

Keywords

• Organic grocery retail
• Natural foods store
• Plant-based deli
• Vegetarian supermarket
• Wellness supplements retail

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Store Sales: Physical retail sales of organic and natural foods, groceries, deli items, and wellness products across 6 retail locations in Hawaii.
2. Online Grocery Orders: Online ordering system with delivery and pickup options for grocery items across all store locations.
3. Deli Food Orders: Made-to-order deli items ordered via DTE Deli App or phone for in-store pickup, curbside pickup, and delivery.
4. Personal Shopper Service: Personal shopping service with 3% picking fee for orders requiring special handling or alternative payment methods.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Down to Earth Organic & Natural operates a chain of physical retail stores selling 100% vegetarian/plant-based organic and natural foods, produce, deli items, bakery goods, bulk foods, and wellness products across six locations in Hawaii (five on Oahu and one on Maui). The company complements in-store shopping with per-store online grocery ordering (Shopify), a mobile deli ordering app (DTE Deli App powered by Olo), phone ordering, and a personal shopper service. A DTE Perks loyalty program supports repeat engagement across all channels.

Product overview

Down to Earth Organic & Natural is a retail grocery chain operating 6 store locations across Hawaii (Oahu and Maui). The company offers a unified in-store and online shopping experience consisting of physical retail stores with departments for produce, deli & bakery, bulk foods, grocery, chill & frozen items, and wellness (supplements, body care, natural living). Online services include per-store Shopify-based grocery shopping and an Olo-powered DTE Deli App for mobile deli ordering with pick-up and delivery. Additional offerings include a DTE Perks loyalty program, Personal Shopper service, and the Super Saver promotional flyer. All products sold are 100% vegetarian/plant-based.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Grocery Shopping Per-store online grocery shopping service allowing customers to order groceries for delivery or in-store/curbside pickup. Each of Down to Earth's 6 store locations operates its own dedicated Shopify-powered storefront at shop.downtoearth.org. Credit/debit card payment only.
• DTE Deli App Mobile ordering application for made-to-order deli items including hot bar, salad bar, sandwiches, smoothies, juices, and baked goods. Supports in-store pick-up, curbside pick-up, and delivery. Powered by Olo and available on iOS and Android.
• Personal Shopper Service Personal shopping assistance service for customers who need to pay with cash or alternative payment methods. A 3% picking fee is added to orders (waived for EBT orders), with orders processed within 2 hours during business hours.
• DTE Perks Loyalty Program Customer loyalty program providing members with exclusive deals, access to special sales, and surprise offers. New members receive a one-time $5 coupon automatically applied to their account.
• Deli & Bakery 100% vegetarian deli offering freshly made, locally sourced food crafted from scratch in each store. Includes hot bar, salad bar, made-to-order sandwiches and burgers, fresh juices, smoothies, organic espresso drinks, and baked goods including vegan and gluten-free options.
• Produce (Local Fresh Organic) Fresh produce department featuring local organic produce from Hawaii farmers, including seasonal fruits and vegetables sourced from local farms.
• Bulk Foods Bulk foods department allowing customers to purchase desired quantities of beans, grains, flours, cereals, candies, and more, reducing unnecessary packaging and marketing costs.
• Chill & Frozen Refrigerated and frozen food products including dairy alternatives, frozen meals, and temperature-sensitive grocery items.
• Grocery General grocery aisle featuring organic and natural packaged foods, pantry staples, and household items.
• Wellness Department Health and wellness products including natural supplements, vitamins, herbs, homeopathic remedies, natural body care products, and natural living items.
• Da Island Dragon Smoothie Vegan smoothie blending tropical flavors including pineapple, banana, Vita Coco Pressed Coconut Water, Organic Dragon Fruit Sorbet, Nana Seamoss Gel Piña Colada, Koko Kai Simple Coconut Yogurt, Organic Agave, Coconut Flavor, Organic Coconut Shreds, and Activated Charcoal. Dairy-Free, Gluten-Free, 100% Vegan. Co-created with social media influencer Bretman Rock.
• Mango Sticky Rice Smoothie Tropical smoothie blending frozen mango, agave, rice milk, coconut cream, Sunwarrior Collagen, and probiotics. Created in collaboration with local food influencer @fiveftfoodie (Corina). Available at all 6 Down to Earth deli locations.
• Mango Sticky Rice Bowl Layered dessert bowl with coconut tapioca pudding, coconut sorbet, mango, passion mango juice, coconut cream, toasted coconut, and fresh mint. Transforms the popular Mango Sticky Rice Smoothie into a spoonable dessert format. Available at all 6 Down to Earth locations.

Quantifiable outcome

• 100% vegetarian products - no meat, fish, eggs, or animal-derived ingredients
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered regional, core and flagship.

• Hawaii Farmers Union Foundation (HFU)regionalOthers · 1 January 2010Foundation supporting farmers' right to create and sustain vibrant agricultural communities. Represents 16 regional chapters across 6 Hawaiian islands. Fastest growing state chapter within National Farmers Union.
• Independent Natural Food Retailers Association (INFRA)coreOthers · 1 January 1977Purchasing cooperative of independent organic and natural food and wellness retailers serving communities across the United States. INFRA champions local ownership, sustainable practices, and community-first values. Down to Earth is a member supporting the independent natural food retail movement.
• Organic Trade Association (OTA)coreOthers · 1 January 1977Leading membership-based business association representing the U.S. organic sector. Members span the entire organic supply chain including growers, processors, certifiers, and retailers dedicated to advancing organic agriculture and trade.
• Hawaii Food Industry Association (HFIA)regionalOthers · 1 January 1972501(c)(6) non-profit trade association improving conditions in Hawaii's food and beverage industry through advocacy, networking, education, and community relations.
• Aloha HarvestcoreOthersCommunity partner receiving food donations from Down to Earth. Organization works to reduce food waste while addressing food insecurity in Hawaii.
• Ma'o Organic FarmscoreStrategic or Co-development PartnerLocal Hawaii organic farm partner featured in video content. Down to Earth supports local organic growers and regenerative agriculture practices through partnerships with farms like Ma'o.
• Tolentino Honey CompanyregionalStrategic or Co-development PartnerLocal Hawaii honey company featured as a preferred local vendor. Down to Earth supports local producers and small businesses through dedicated vendor partnerships.
• Ulu ManaregionalStrategic or Co-development PartnerLocal Hawaii-based company featured as a preferred local vendor partner supporting the local food system and sustainable agriculture.
• Small Kine FarmsregionalStrategic or Co-development PartnerLocal Hawaii farm featured as a preferred vendor partner for fresh, locally sourced produce.
• Ko FarmsregionalStrategic or Co-development PartnerLocal Palolo-based farm partner dedicated to organic, sustainable, and non-GMO production. Featured during Non-GMO Month.
• Bretman RockflagshipGTM or Marketing PartnerCo-created Da Island Dragon smoothie with local Westside personality and global social media influencer Bretman Rock. Fusion of island flavors with plant-based ingredients. Exclusive smoothie available at all Down to Earth deli locations.
• Corina @fiveftfoodieregionalGTM or Marketing PartnerCollaborated with local food influencer to create the Mango Sticky Rice Smoothie. Her passion for wholesome, flavor-packed eats inspired the playful take on traditional favorite.

Scale indicators3 records

Recent moves14 records

Expansion highlights4 records

Direct peers

• Whole Foods Market (Amazon): National natural and organic supermarket chain and the clearest direct competitor to DTE's positioning, operating physical stores plus strong digital delivery and 365 private label; directly competes for the same health-conscious shopper in Hawaii via its Honolulu locations.
• Sprouts Farmers Market: Specialty natural and organic grocer operating ~470 stores across the U.S. with a produce-heavy, health-forward assortment and in-store nutrition emphasis; DTE operates at a smaller scale but mirrors Sprouts' focus on fresh, natural, and plant-based departments.
• Natural Grocers (Vitamin Cottage): Public natural and organic grocery chain with a strict ingredient standards program and a strong supplements/wellness department; functionally DTE's closest comparison in being a multi-store natural foods chain with rigorous product standards.
• New Seasons Market: Independent-style natural foods grocer on the West Coast with prepared deli, bulk, and local sourcing as core pillars; closely comparable to DTE's neighborhood-grocer, scratch-deli, and local-farm model.
• Lazy Acres Market: California-based natural foods grocer emphasizing organic produce, bulk, supplements, and a scratch deli; mirrors DTE's assortment depth and vegetarian-friendly mix on a smaller regional footprint.

Regional players

• Foodland (Hawaii): Dominant Hawaii supermarket banner with full grocery offerings across the islands; competes with DTE on core grocery trips, produce, and prepared foods within the same local market.
• Safeway (Hawaii – Albertsons Companies): Mainstream grocery banner with multiple Hawaii locations; directly competes for weekly grocery basket spend while gradually expanding organic assortment, making it a regional competitive threat.
• KTA Super Stores: Hawaii Big Island-based regional grocery chain emphasizing local produce and prepared foods; comparable to DTE as a community-rooted Hawaii grocer, though on a different island and at slightly broader mainstream positioning.
• PCC Community Markets: Seattle-area natural foods co-op widely regarded as a benchmark for community-owned, certified-organic grocery retail; relevant as a peer organization that also wins loyalty through standards, provenance, and education.

Others

• Independent Natural Food Retailers Association (INFRA): Buying cooperative and trade body for independent natural food retailers of which DTE is a member; comparable through shared merchandising standards and group purchasing dynamics that shape DTE's assortment and cost of goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/downtoearthfood
• Facebookfacebook.com/DownToEarthHI

Compliance8 records

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 Down to Earth Organic & Natural