Roots Market Closing After Over a Decade on Main Street in Cedar Falls

Roots Market, Cedar Falls' only natural foods grocery store, will close its doors mid-September.

"Owning a small business is a 24-hour-a-day job," owner Rob Pruitt said. "There comes a point where it's not economically viable anymore."

He said the store has seen a diminishing share of the market for organic, local and natural foods.

The store opened in 2001. When Pruitt bought the Main Street store nine years ago, was one of the only places in town to get food with "organic," "local" and "natural" labels. Today, Hy-Vee has a bulk foods and Health Market section, and Walmart carries organic options.

"It’s a struggle for small businesses competing with big chains," he said. "It's just a matter of where people want to shop."

In an effort to save the store, he had been planning an expansion of the cafe area, with dreams of offering smoothies and pizza in addition to the current sandwiches and soup. In the last few months, shelves were moved around in preparation and signs went up advertising the coming changes. But it wasn't to be.

"A lot of things were affecting sales," he said.

He said many loyal customers worked at , and at . Combined with a hot summer and the proliferation of organic options at other stores, sales were down.

In an email to customers and friends, Pruitt laid out accomplishments he is proud of from the last decade:

Roots has purchased over 1 million dollars from local producers in the past 9 years.
Roots help support the launch of the Grassroots Cafe, a model school lunch program with healthier meals for students.
Roots has employed over 40 people from the Cedar Falls area.
Our committment to 100% organic produce was "one of a kind" in the state.

Until it closes, the store's hours will change to Mon. to Sat. 10 a.m. to 6 p.m., closed on Sundays.