Growing in New Directions on Strong Roots Community Natural Foods Moves Forward

As soon as the Calgary Co-op acquisition was completed, the 10th Avenue market underwent a major renovation in layout and design, bringing it into the 21st century look of the other two markets in the city.

“We wanted to ensure the shopping experience makes sense,” said Martin. “The store had changed many times over the course of its 25 years, so the layout was a bit confusing. For example, because produce had been added later in the game, it was positioned at the back corner of the store.” Now produce takes its place at the front, welcoming customers when they arrive with a bountiful selection of organic and local produce, showcasing family farms and local producers.

Martin noted the health and wellness section expanded into another 1,500 square feet of space, replacing the old seven-foot shelves with lower shelves to make it more open and easier for customers and staff to interact. Throughout the entire store, shelving and sight lines were adjusted to continue a feeling of space and ease of movement.

The Community Café is now set further back into the store with a new menu offering a large range of dietary options. Meanwhile, the bulk food section, something that has always been a prominent part of what Community Natural Foods is all about, has expanded and relocated to the front of the store.

“That ‘bring your own container’ movement is something we’ve been doing since 1977,” said Martin.

“We really believe it’s an important part of health food stores and a way for us to support the waste-free movement in Calgary.

With the renovations in our flagship store downtown, Calgary Co-op has certainly stepped forward in putting capital into the business. There’s a real desire to ensure Community Natural Foods continues to grow and to grow fast in the coming years. And feedback about the new layout and look has been overwhelmingly positive. That’s especially great because Community Natural Foods isn’t just a retail store to our customers; it’s their home, and there’s a lot of passion that comes from that.

“One of the things we’ve recognized over the past two years is that the shoppers at the two stores are quite different. We want to make sure we’re respecting the history and value that’s been created under both banners. Calgary Co-op is already doing a lot of work in organic foods and a really nice job with their Natural Choice section; we wouldn’t want to degrade the experience in either store.”

What’s Next

Martin added, “At Community Natural Foods we’ve been focused on local for 40 years, and it’s interesting that in Alberta specifically there is a growing trend of up-and-coming entrepreneurs in the food or CPG space. Look at what’s happening with Venturepark in Calgary, incubators all across the city, the Food Processing Development Centre at Leduc. There seem to be a lot of cool and innovative products coming to market, and absolutely we’re more focused on this. “

“We’re at farmers’ markets, maker markets, trying to figure out who’s the next up-and-comer. One of the things we talk about with our brand is that we want to be trailblazers. We continue to focus on the environment and wellness, but we’re also looking for that next piece. Who are those biodynamic organic farmers, the regenerative organic farmers, what’s that next innovation, how can we push the boundaries even further?

We hold two purpose statements in the forefront of our minds when making major decisions: First, wellness for all, making sure we can cater to people with specialty diets, that there are options wherever you are on your wellness journey. Second, respect for the earth, holding out environmental sustainability messages. We see so much green-washing in the world right now, and it’s great that it’s catching people’s attention, but that is sewn into the fabric of our business. Every major decision that we’re making, one of the first questions we ask is what does it mean to the planet, and are we making the right decision?

There’s been a trend the past ten years or so towards the local economy, local supply chains, but with all the supply chain disruptions that we’re seeing now, it’s a very different conversation than we’ve had in the past. Now it’s not just a social issue topic; it also makes good business sense.”

It’s an exciting time for health and wellness retailers as the number of acquisition and investments continue to grow. This is great news for not only the customers of Community Natural Foods but for the entire industry.

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