Choices Natural Market

What Choices Natural Market does

Choices Natural Market is an independent, family-owned natural foods grocery store operating since 2017 from a single 6718 Broadcast Parkway location in Loves Park, Illinois, serving the Rockford and Northern Illinois community. The store sells organic and non-GMO grocery items, fresh produce, meat, dairy, vitamins and supplements, bulk goods, artisan foods, and prepared meals, with every product personally screened by management against standards including organic certification, non-GMO verification, local/regional sourcing, grass-fed and humanely treated animal products, sustainable production, and minimal processing. The assortment is differentiated by deep local supplier partnerships — Publican Quality Bread (Chicago), White Oak Gourmet ready-to-eat meals (Long Grove, IL), Raines Honey Farm (Davis, IL), and Kopp's Krops Farm (Shopiere, WI) — and by the store's own private label value brand, Cadia, supported by an Inflation Busters price-lock program and bi-weekly sales flyers. Beyond products, the business is built around a community-ecosystem GTM motion: free in-store events (Sample Saturdays, wellness classes, farmer meet-and-greets), a content/newsletter program (Good Food Good Mood Journey), and a Pay It Forward Reusable Bag Program that channels customer donations to three local charities (Habitat for Humanity Rockford, Carpenter's Place, United Way Rock River Valley). The revenue model is straightforward retail grocery: in-store purchases plus online ordering fulfilled through the third-party Mercato marketplace for local pickup and delivery. There is no proprietary technology platform, no app, no API, and no disclosed AI/ML capability; the online presence runs on Squarespace. Headcount sits in the 11-50 band with hiring limited to part-time roles (~15 hours/week), indicating a deliberately lean labor model.

Name

Choices Natural Market

Legal name

Choices Natural Market

Website

https://choicesnaturalmarket.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Choices Natural Market is an independent, single-location natural foods grocer in Loves Park, Illinois, selling curated organic, non-GMO, and locally-sourced groceries, supplements, and prepared meals to health-conscious consumers in the Rockford and Northern Illinois community.

Ownership category

akta.pro rank

Product category

Natural and Organic Grocery Retail

NAICS

Specialty Food Retailers (4452), Other Specialty Food Retailers (44529), Food (Health) Supplement Retailers (456191)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Organic grocery retail
• Natural food store
• Vitamins supplements
• Local produce sourcing
• Wellness grocery

Headquarters

HQ city

Loves Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Traditional retail grocery model selling organic produce, vitamins, supplements, bulk goods, artisan foods, and prepared items. Revenue generated through in-store purchases and online orders via Mercato marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Choices Natural Market is an independent natural grocery retailer that sells carefully curated organic, non-GMO, and locally-sourced food products, alongside vitamins, supplements, bulk goods, artisan breads, ready-to-eat meals, and specialty items. Every product on the shelves is personally screened by store managers against demanding quality standards covering organic certification, Non-GMO verification, humane animal treatment, sustainable production, and minimal processing. The store also offers its own private-label value brand Cadia and runs community wellness programming including free classes and sampling events.

Product overview

Choices Natural Market is a single-location natural grocery store and wellness retailer in Loves Park, IL. The store operates as a unified retail offering centered on curated organic, non-GMO, and locally-sourced food products, complemented by a wellness section. The product portfolio includes fresh organic produce, vitamins and supplements, a bulk department, and the store's own private label brand Cadia. The store also features partnerships with local food vendors including White Oak Gourmet ready-to-eat meals, Publican Quality Bread, and Raines Honey Farm. Additional offerings include promotional programs such as bi-weekly sale flyers and an Inflation Buster price-lock program.

Differentiator

Problem solved

Functional benefit

Brands

• Cadia: Independent value brand with everyday value pricing offered at Choices Natural Market.

Products and services

• Organic Produce Fresh organic and certified naturally grown fruits and vegetables sourced from local farmers such as Kopp's Krops Farm, selected to meet store standards for clean ingredients and quality. Sold to individual grocery shoppers at the Loves Park, IL storefront.
• Vitamins and Supplements Wide selection of vitamins, minerals, and dietary supplements including brands such as Terry Naturally, covering cardiovascular, digestive, and immune health needs. Targeted at health-conscious individual consumers.
• Bulk Department Bulk section offering a variety of grains, beans, nuts, coffee, tea, and spices sold in flexible quantities for value-oriented and sustainability-minded shoppers.
• Cadia Private Label Brand Store's own independent value brand offering everyday value pricing across pantry staples including organic canned goods, frozen vegetables, and other pantry items. Designed to compete on price with large grocery chains.
• White Oak Gourmet Ready-to-Eat Meals Fresh ready-to-eat meals from White Oak Gourmet of Long Grove, IL, including Pad Thai Tofu, Mediterranean Chicken Bowl, Vegan Chickpea Salad, Moroccan Lentil Bowl, and Thai Quinoa Salad. Many options are gluten-free and vegan. Weekly pickup at Choices.
• Raines Honey Farm Local Honey Pure, premium local honey sourced from Raines Honey Farm in Davis, IL. Flavor derived from local flowers, primarily clover; never cooked, pressure-filtered, or altered. Owned and operated by Phil and Sharon Raines for 24 years.
• Publican Quality Bread Artisan bread offerings from Chicago-based Publican Quality Bread, including Spence Sourdough, Honey Oat Porridge, Seeded Rye, Sourdough Sandwich Bread, Seeded Rye Sandwich Bread, and 1979 Multigrain Sandwich Bread. Head baker Greg Wade won James Beard Baker of the Year in 2019. Delivered fresh every Monday and every other Thursday.
• Inflation Buster Staples Program Price-lock and discount program covering staple items including bread, milk, eggs, butter, juice, frozen vegetables, and local organic ground beef at reduced pricing. Designed to maintain affordability on essentials amid broader grocery price inflation.
• Bi-Weekly Sale Flyer Bi-monthly sales schedule replacing monthly sales, offering savings on carefully selected products twice as often with a wider product range and fresh inventory. Available on the store's website.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Publican Quality BreadcoreStrategic or Co-development PartnerChicago-based artisan baker supplying fresh bread deliveries to Choices. Head baker Greg Wade won James Beard Baker of the Year in 2019. Products include Spence sourdough, honey oat porridge, seeded rye, and various sandwich breads. Delivered fresh every Monday and every other Thursday.
• White Oak GourmetcoreStrategic or Co-development PartnerReady-to-eat meal provider from Long Grove, IL offering fresh bowls, salads, and wraps. Many options are gluten-free and vegan. Thomas and Lori Leavitt founded the company with commitment to locally sourced, sustainably produced ingredients. Weekly pickup at Choices.
• Raines Honey FarmcoreStrategic or Co-development PartnerLocal honey supplier from Davis, IL owned by Phil and Sharon Raines. Beekeeping for 24 years with hives across Northern Illinois. Pure, premium honey with flavor from local clover flowers. Never cooked, filtered, or altered. Products picked up at local farmers markets.
• Kopp's Krops FarmcoreStrategic or Co-development PartnerCertified naturally grown produce farm in Shopiere, WI operated by Tim and Marianne Kopp since the 1960s. Land has been in family since 1915. Supplies organic local produce harvested hours before delivery to preserve nutrients.
• Habitat for Humanity - RockfordminorOthersCurrent charitable partner in Pay It Forward Reusable Bag Program. Donations from reusable bag tokens support their mission of affordable housing for families in the Rockford community.
• Carpenter's PlaceminorOthersCurrent charitable partner in Pay It Forward Reusable Bag Program. Provides tools for rebuilding lives of homeless adults through case management, employment training, and housing assistance. Receives 93 homeless guests daily.
• United Way - Rock River ValleyminorOthersCurrent charitable partner in Pay It Forward Reusable Bag Program. Supports United for Literacy initiative ensuring every young child has tools to read, learn, and succeed.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Plum Market: Small-format specialty natural and organic grocer offering curated groceries, prepared foods, and local sourcing. Closely comparable in store size, product curation philosophy, and prepared/local vendor partnerships.
• MOM's Organic Market: Mid-Atlantic regional chain of family-owned organic grocery stores emphasizing local sourcing, community events, and rigorous product standards. Closely comparable in independent, community-focused natural food positioning though slightly larger footprint.
• Natural Grocers: National chain of natural and organic grocery stores focused on organic produce, vitamins/supplements, and bulk foods with strict quality standards. Highly comparable in product mix (organic, Non-GMO, supplements, bulk) and curated-screen positioning, though at far greater scale than Choices.
• Thrive Market: Online-only membership-based retailer offering organic, non-GMO, and natural products at wholesale-style pricing with delivery. Directly comparable on curated organic/Non-GMO assortment and value positioning, but bypasses physical retail entirely.

Regional players

• Green Zebra Grocery: Small-format neighborhood natural grocery focusing on organic, local, and specialty products. Comparable in single/small-store footprint, neighborhood-market positioning, and curated natural product assortment.
• Lucky's Market: Regional natural and organic grocery chain emphasizing local sourcing, organic produce, and natural products. Similar product mix and natural-food positioning to Choices, though operating in different geographic regions.
• New Seasons Market: Regional Pacific Northwest chain of neighborhood natural grocery stores emphasizing local sourcing, community events, and organic standards. Highly comparable independent-grocer model with similar curated, community-driven approach.

Broad incumbents

• Whole Foods Market: Amazon-owned national natural/organic supermarket chain with strict quality standards and broad assortment including produce, supplements, and specialty diets. Comparable organic/Non-GMO curation philosophy, but with vastly broader scale, owned technology, and delivery infrastructure.
• Sprouts Farmers Market: Large specialty grocery chain emphasizing natural and organic products, fresh produce, vitamins, and bulk foods at value pricing. Overlaps with Choices on product mix and inflation-conscious value positioning, but operates at national scale with hundreds of locations.
• Fresh Thyme Market: Midwest-focused natural/organic grocery chain with emphasis on fresh produce, bulk foods, supplements, and value pricing. Geographic overlap with Choices' Midwest base and direct competition on value-oriented natural grocery positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/choicesnaturalmarket
• LinkedInlinkedin.com/company/choices-natural-market

Revenue estimate

Valuation estimate

Number of profiles

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 Choices Natural Market