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About Us

OUR ROOTS RUN DEEP
MAY 1996

New Leaf opens in Downtown Santa Cruz on Pacific Ave.

Felton

Taking over the historic Bank of America building on the corner of Pacific Avenue and Soquel Avenue, New Leaf joins Downtown Santa Cruz merchants. Clearly once being a bank, the meat cooler can be found in the old bank vault.

1985

Scott Roseman purchases the Neighborhood Food Co-Op
in Santa Cruz

Felton

OCTOBER 20, 1985

Westside Community Market opens in a warehouse on the Westside of Santa Cruz

Felton

Scott takes the Neighborhood Food Co-Op and opens it as Westside Community Market on Ingalls St on the Westside of Santa Cruz. The current Westside Santa Cruz New Leaf Community Market is next door to this original location.

FEBRUARY 1993

Bob Locatelli begins cooperative relationship that brings New Leaf to Felton.

Felton

Envirotoken program to promote use of reusable bags is launched.

Felton

At the suggestion of customer Ron Goodman, New Leaf started a program that allows customers to donate to local non-profit organizations working for the environment when they reuse a large grocery bag. Customer choose they groups that they can donate to. In 1993 over 3 million bags were saved.

FEBRUARY 1998

The fifth New Leaf opens in Boulder Creek

Felton

2004

New Leaf becomes founding member of Independent Natural Foods Retailer Association (INFRA)

Felton

Finding a way to unite and leverage independent grocery retailers nationwide, New Leaf was one of four retailers to build an association whose primary mission would be to strengthen independent natural food retailers through shared resources with a concentration on operational improvement, marketing and joint purchasing. INFRA now has over 198 members across the US.

MARCH 2009

Westside Santa Cruz New Leaf relocates next to its original location to the corner of Fair Avenue and Ingalls Street

Felton

MAY 1990

Westside Community Market moves two blocks over to Mission Street and changes its name to New Leaf Community Markets

Felton

Rex Stewart becomes partners with Scott Roseman and together they move Westside Community Market to Mission St in Santa Cruz. They open the location as New Leaf Community Market.

OCTOBER 1993

New Leaf opens on 41st Ave. in Capitola

Felton

Joining the merchants in the Begonia Plaza, New Leaf's third location opens in Capitola on 41st Ave.

2002

New Leaf becomes the first retailer partner with FishWise and launches a sustainable seafood labeling program

Felton

New Leaf wanted to educate customers on how to identify sustainable seafood and make informed decisions when at the seafood counter. With the collaboration of FishWise co-founders Teresa Ish and Shelly Benoit, we worked to close that gap. Results showed that customers shifted their purchasing to the more sustainable seafood options, with a clear increase in total sales. New Leaf stopped carrying red-coded, unstainable seafood all together with the help of customers.

JUNE 2008

New Leaf opens in Half Moon Bay

Felton

Joining the Coastsider community, New Leaf opens in the old Alberston store location at the corner of Highway 1 and 92 on San Mateo Rd.

MAY 2013

New Leaf expands to Alameda County and opens in Pleasanton, CA.

Felton

NOVEMBER 2013

New Leaf becomes first grocer in California to be a Certified
B Corporation.

Felton

B Corp certification is to sustainable business what LEED certification is to green building or Fair Trade certification is to coffee. Since we opened our doors of our first store we’ve placed as much value on taking care of ourselves, our community and our environment as we have on growing the business. To make sure that we stay true to our founding values, we thought it was time that we put into place an ongoing program of regularly taking stock of how well we are implementing our values. We realized that our values aligned with the B Corp movement, and that by joining this movement we could not only validate what we do, but join others along with us. New Leaf is the first grocer in California to achieve this certification!

New Leaf remains
locally-operated and becomes a wholly-owned subsidiary of New Seasons Market