FITCHBURG — Roots Natural Foods officially opened at its new home base in the city this week after over two decades in Leominster.
The well-known and respected community staple is now located inside Emerson Falls, an historic factory building converted into a 254,000-square-oot business complex located at 44 Old Princeton Road that sits on 15 acres and overlooks the Nashua River.
“We fell in love with the property because it offers something really special,” said Roots co-owner and President Marieke Cormier of the idyllic locale. “We’re surrounded by nature, right on the river with beautiful waterfall views, but we’re also incredibly accessible from Routes 2 and 31 and just minutes from where we were.”
“We also really wanted to remain part of this community,” she said. “Fitchburg has so much potential and so many wonderful people and we’re excited to become part of the neighborhood and contribute to the energy that is happening here.”
They announced the news through an Oct. 5 social media post
“We are incredibly thankful to our amazing team, our friends, our business community, other INFRA store owners, our loyal customers, and every single person who helped us move, build, clean, paint, fix, carry, encourage, and believe in us along the way. An incredible team of contractors that build us the most beautiful new market and kitchen. Also, a very special thank you the incredibly kind family who owns the building we now call our new home. We truly couldn’t have done it without you.”
Cormier spent her early childhood growing up in West Fitchburg and is excited to return to her roots.
“After 24 years in Leominster, the move was a big decision, but we knew it was time for a change,” she disclosed. “The building was in transition, and it was time to look for a new home. We wanted a space that would allow Roots to grow while also giving us a more sustainable future. The new location in Fitchburg gives us that opportunity and is absolutely gorgeous.”
They still have all the things Roots is known for — organic food, smoothies and juices, espresso and coffee drinks, soups, salads, sandwiches and natural and organic products — but the new space enables them to expand and offer more catering and a larger event space for special events and holidays parties.
“The café and market have been designed to feel more open, modern and connected to the natural surroundings,” Cormier shared. “We’re incorporating a little bit of a modern outdoor and summer-camp vibe into the space, which fits the location and the adventurous spirit of Roots.”
Speaking about what is most beneficial for them about the new spot still in the Twin Cities that also includes “an epic patio,” Cormier said, “it gives us room to rethink Roots and create the kind of experience we’ve always envisioned — beautiful, comfortable and alive.”
“The building itself also brings a completely different energy,” she went on to say. “We have the river and waterfall outside the windows and there are other businesses and activities in the building that brings families and people through the doors. It creates an opportunity for Roots to be more than just a place to grab lunch or buy groceries. We want it to be a place where people want to spend time. It is an historic building in Fitchburg, and the owner has repurposed it to a green building with solar panels and created a community of businesses.
“Financially, the move also puts us in a much more sustainable position, which is incredibly important for the future of the business,” Cormier said. “It allows us to focus our energy on the things we love — good food, our customers, our employees and the community.”
They are incredibly grateful for their large and loyal fan base and customers in general being patient while they made this transition, which took a lot of work on their part.
“More than anything, we appreciate that people have stuck with us,” Cormier said. “Moving a business that has been in one location for 24 years is a huge undertaking. There have been a lot of moving pieces and unexpected challenges and moments where things have taken longer than we hoped but we have landed in a place we are proud to call our home.
“Our customers have been incredibly patient, supportive and encouraging,” she continued. “We’ve had people checking in, sending messages, asking when we’re opening, and telling us how excited they are to see Roots come back. That means so much to us. Roots has never really been just a business; it has been built around relationships. Our customers have grown with us and many of them have become friends and even become our family. Knowing that people were waiting for us to reopen made all of the hard work worth it. Everything isn’t perfect — we are a work in progress — but it’s time to open.”
She and Roots co-owner and Executive Chef Kevin Williams, her partner in business and life, and all of their dedicated team members were thrilled to officially welcome people back to Roots on Thursday, Oct. 8. While the space is about the same size as the old location in Leominster and the market section a little smaller than previously, the café at the new location is much bigger.
Cormier said they are excited to have people there “and experience it for themselves.”
“Over the last month and a half, we have absolutely fallen in love with our new space and we think you will too,” she shared. “After months of imagining what this space could become, it’s incredibly rewarding to finally have people sitting in the café, looking out at the river, enjoying a smoothie or a latte, having lunch with friends, shopping in the market, and just enjoying being at Roots again. There’s also something really exciting about bringing together the old Roots that people know and love with this new chapter.”
When it comes to café menu updates, the layout of the new space, and items available in the market, Cormier said, “people can expect Roots to feel familiar, but also incredibly new and refreshed.”
They are expanding their hours and offerings, and she conveyed that while “Chef Kevin has lots of ideas for the near future, first we are going to get settled in.”
“We want to build on what people already love and make it even better,” Cormier said. “Sunday brunch and late-night menus are in the works, and we will keep people posted. And of course, the biggest new feature is the view. Having the river and waterfall right outside the café windows is something we never could have created at our old location.”
She imparted that it’s vital to her and Williams to keep Roots going, a place her late mother Ellen Jonkers launched in 2002 that is so much more than just a business for them.
“Roots has become such a meaningful part of our lives but more importantly, it has become part of the lives of so many other people in our community,” Cormier said. “To carry on my mom’s legacy to Fitchburg was one of the most important parts. Originally from Holland, she lived in Fitchburg predominantly her entire adult life and would always call Fitchburg the center of the universe. She always loved the potential Fitchburg had and that it nurtured the entrepreneurial spirt and welcomed people from all around the world.”
Cormier shared that over many years that her family has operated Roots they have watched customers bring their children into their business and then seen those children grow up and come back as adults.
“We’ve celebrated birthdays, graduations, new jobs, marriages and everyday moments with our customers,” Cormier said. “Our employees have also become part of the Roots family, with some people spending many years of their lives here. Independently owned local businesses like Roots are important to communities because they create a place for people to connect. We’re not just selling food or groceries. We’re creating a gathering place and hopefully making people’s days a little better.”
The entire Roots team is happy to be in their new home and continue their journey there.
“The move is really a chance to make sure Roots can continue for another chapter,” Cormier said. “We’ve worked incredibly hard to get here, and we’re excited about what the future can look like. Cheers to Fitchburg + Roots!”
For more information email [email protected], visit rootsnaturalfoods.com and follow Roots Natural Foods on Facebook and Instagram.
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