The new sign hangs outside, “Wild Roots,” and for store owner Bob Locatelli this is just the beginning of telling his own story. On April 2, the formerly New Leaf grocery stores in Felton and Boulder Creek, officially became entirely independent stores under the name Wild Roots Market.
Bob Locatelli purchased the store in Felton, under its original name as Roy’s Market, several years ago. Within a year of purchasing the market, Locatelli was looking to do some remodeling. This ultimately led Locatelli to get involved with New Leaf under a licensing agreement. Soon New Leaf sold to New Seasons, a Portland-based company.
“We started realizing we were thinking about going off on our own,” said Locatelli. “So we started the process of changing our name, our logo and trademark a couple of years ago.”
According to Locatelli, the biggest challenge was coming up with a new name. Locatelli said he notified New Leaf the two stores were going to go off on their own at the end of their contractual agreement.
“We want to be rooted in the community,” said Locatelli. “We want to tell our story of our two stores in the San Lorenzo Valley.”
Once we decided to go on our own we started to look for a marketing person to help with the rebrand. The new sign, with the changed name was installed last weekend. Driving the streets of downtown Felton and Boulder Creek local neighbors will instantly notice the fresh, new look.
“The ownership, the management structure and team has not changed, most importantly our basic values have not changed,” said Locatelli.
In addition to the store front sign, posters alongside the sides of the store state slogans of what Wild Roots stand for. Including things such as, grazing matters, bees matter, and soil matters. “It is about who we are as a business,” said Locatelli.
According to Locatelli, the two stores are affiliated with the Independent Natural Food Retailers Association, which helps with volume buying for its members. The store was the first CCOF-certified organic retailer in the United States and the only one in the county.
Moving forward, Wild Roots hired a marketing director and director of procurement.
“We had a great relationship with New Leaf. The reason we are leaving them is nothing other than we wanted to go out on our own,” said Locatelli. “We felt it was our next step in our evolution.”
A grand opening celebration is scheduled for May 19th to commemorate the rebrand and it will be the 20th anniversary of the Boulder Creek location.
