Rooted Here Since 1991

Wild Roots Market has been part of the Santa Cruz Mountains community since 1991. Independently owned and locally operated, the market has always been rooted in a simple goal: make it easier for our neighbors to bring home good food from people and producers they can feel good about supporting.

Long before “local,” “organic,” and “sustainable” became everyday grocery terms, they were already at the heart of how we shopped, sourced, and did business.

Today, with markets in Felton and Boulder Creek, Wild Roots continues to serve the San Lorenzo Valley with the same independent spirit, commitment to local farmers and producers, and deep connection to the community that started it all.

Exterior of Wild Roots Market with outdoor seating area, stacked logs, shopping carts, and a parking lot, under a partly cloudy sky with sunlight and a rainbow lens flare.
Display of various fresh vegetables at a grocery store, including carrots, broccoli, onions, cauliflower, purple eggplants, and leafy greens, arranged on black trays.

Organic From the Roots Up

Organic has never been a trend for us. It’s part of who we are.

In 2000, Wild Roots became the first Certified Organic Retailer in the United States with CCOF.

More than 25 years later, we remain committed to sourcing 100% organic produce and supporting organic agriculture whenever we can.

We believe the way food is grown matters — for the people eating it, the farmers growing it, and the land we all depend on.

Local First

Some of our relationships with local growers go back decades.

We work with farms throughout the Santa Cruz County and Central Coast region, including many farmers who have supplied our produce departments for generations of Wild Roots shoppers.

When the seasons allow, we look close to home first.

That means shelves and produce displays filled with food grown and made by people in our surrounding community — while helping keep more of our food dollars working locally.

Know your food. Know your farmer. Know your roots.

Person walking in a field with colorful flowers, lush green trees, and a forested hillside in the background.
Two women stand in front of Wild Roots Market, a building with a red wooden exterior, while holding a check. The woman on the left has long blond hair and is wearing a navy jacket with floral details, and the woman on the right has a bob haircut and is dressed in a coral-colored shirt. There are store notices and shelves with goods outside the store, and parked cars in the background.

Growing with our community

Being a neighborhood market means more than keeping the shelves stocked.

For more than three decades, Wild Roots has supported local schools, nonprofit organizations, farms, producers and community programs throughout the San Lorenzo Valley.

We believe where you spend your grocery dollars can have an impact far beyond your shopping cart.

It can help keep local farms growing, support local jobs, strengthen schools and organizations, and help build a healthier community.

We’re proud to have grown alongside this community — and even prouder to still call the Santa Cruz Mountains home.