by Liz Daube
Staff Writer
As the nation’s largest organic and natural food retailer, Whole Foods, prepares to open its first Jacksonville location in Mandarin, James and Jack Robison have launched a new, independent, natural food market in Riverside.
The brothers and co-owners say their Grassroots Natural Market can draw local business despite corporate competitors like Whole Foods and expanded organic offerings at chains like Publix. The Robisons are counting on the Riverside neighborhood’s demand for two things: a wider variety of natural groceries and a more intimate, unique setting than chains can provide.
“We wanted to create a neighborhood shopping experience,” said James. “This is one of the few neighborhoods where people actually walk places.”
The store at 2007 Park St. features exposed brick walls and ducts, a look James calls “modern industrial.” The brothers say their knowledge of natural foods will also set them apart from larger retailers – and it runs in the family.
“We certainly grew up with it,” said James. “We’ve known these (natural food) sales reps for years ... I’ve looked into doing other things, but this is really what I like the best.”
Their father and uncle own four other health food stores around Jacksonville, but the brothers grew up just down the street from the new Grassroots store. Jack said Grassroots is an independent venture, although their family connections helped them put together a store full of certified organic and all-natural groceries in under two years.
Unlike some chain supplement stores, he added, Grassroots employees – five right now, up to 10 planned for next year – aren’t working on commission.
“Our staff is genuinely interested and lives the lifestyle,” said James. “One guy is a certified botanist ... More often than not, we’ll talk people out of things.”
The Robisons said their customers have ranged from vaguely interested passersby to dedicated health food enthusiasts looking for specific products. Customers have filled up four pages with handwritten special requests so far, which the brothers plan to order in the coming weeks.
James said the store’s main goal is to provide quality food without chemical additives or colors. They’ve purposely catered to the large population of vegetarians and vegans in Riverside, although both brothers eat meat in moderation. They say many small organic markets tend to focus too much on creating a store that strictly reflects their personal values.
“It’s fine to have your own viewpoint and philosophy,” said James. “But you’re in business to serve the customer.”
He said Grassroots aims to offer “artisan” rather than “industrial” products from baby food to coffee to frozen meals.
“I want it (the store) to have everything you need,” said James. “It’s not just healthy for the sake of healthy ... Pure food tastes better.”
Ultimately, the brothers said, larger stores like Whole Foods don’t worry them. They think one-on-one customer ties and a convenient location will make them popular. More natural food options just raise awareness and make product prices lower and more competitive, Jack added.
“We’re not threatened by it right now,” said James. “We’re in an isolated pocket here.”
The brothers said local ownership means they can adapt quickly to market demands without any corporate bureacracy.
“We can be decisive and tactical,” said James. “We don’t have to wait six months for some old men to tell us it’s okay to change something ... I’m glad it (Whole Foods) is coming. I’ll buy meat there.”
Right now, Grassroots offers a variety of goods, including supplements, frozen foods, tea and coffee and allergy-sensitive bath and laundry products. By their grand opening week, which begins Jan. 22, the brothers plan to have added a coffee and fresh juice bar, organic produce, natural beer and wine, organic milk and bulk herbs and spices. To-go sandwiches and salads should be added within a few months.