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Wild Roots Market has turned 30 and we want to give you some fabulous prizes! Please see our Facebook and Instagram accounts for more details!


Know Your


With deep roots in our community, it’s our mission to provide locally grown, ethically sourced food from farmers and purveyors we know and trust. We source 100% organic produce and we support our local farms whenever possible. Our full-service deli features made-to-order sandwiches; juices; smoothies (Felton), a made-from-scratch soup and salad bar; convenient grab and go prepared foods; and a hot food bar (Felton). Our bakery, Sunflour Bakehouse, bakes organic bread, muffins, teacakes, pies, pretzels, and cookies daily. Our butcher counters feature humanely raised and processed meats and poultry. We only source sustainable seafood from trusted suppliers. We offer a great selection of local beer and wine, as well as all natural and organic groceries and bulk foods. Our extensive wellness department is staffed with friendly, knowledgeable people offering many traditional and alternative solutions for your health care needs. Since 1991, we have proudly served our community in the San Lorenzo Valley and have been active participants in helping our local schools and non-profits, working to improve our quality of life in the mountains. We believe in back-to-basics living. Know your food. Know you farmer. Know your roots.

Know Your


At Wild Roots Market, we have always been committed to the organic movement. We source 100% organic produce and we have been doing that since 2000. Through the National Organic Program, we became the first Certified Organic Retailer in the United States in the spring of 2000.

Today we source organic produce from many of the same local farmers we first worked with over a quarter century ago. Our focus has always been to source local first, providing families with wholesome organic produce that is sustainably grown, pesticide free, and delicious.

Sea To Sky Farm
Sea to Sky Farm

The farm was started by Chris and Dana Laughlin on Thanksgiving of 2018. Chris comes from four generations of family farming – her great grandfather, grandfather, father and both brothers are farmers. Their backgrounds include nonprofit ocean conservation, wildlife biology, old growth canopy research, backcountry guiding, and youth conservation corps work in Yosemite National Park.

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Blue Heron Farm

Blue Heron Farms is a 20-acre certified organic farm operating in a small sheltered valley in Corralitos, California. They are passionate about growing a diverse array of high quality vegetables and flowers.

Blue Heron was started in 1985 by Dennis Tamura after studying gardening with Alan Chadwick in the 1970s and running the U.C. Santa Cruz Farm & Garden Apprenticeship Program for several years.

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Fruitilicious Farm

Fruitilicious Farm has two parcels of certified organic land in Watsonville/Corralitos, totalling 20 acres. One orchard is mature apple trees on standard rootstocks and the other is young diverse fruit trees and bushes that are 1 to 6 years old. Zea Sonnabend and Terence Welch started the farm in 2012.

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Happy Boy Farm

Owner Greg Beccio has been growing organically for over 30 years in the central coast region of northern California. Happy Boy Farms is based near Watsonville and tends to multiple plots of land located in neighboring counties. Each field has a unique microclimate and soil structure, creating a multitude of growing conditions for their wide array of row crops chosen and planted specifically for each region and the changing seasons.

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Sea Level Farm has been flowin’ and growin’ on the central coast for over twenty-five years. Owners Jean-Paul McDaniel and Jane Freedman, original owners of Sadie’s Farm and Dirty Girl Produce, combined their love and knowledge of organic farming and founded Sea Level Farm.

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Rodoni Farms

They are third generation farmers that have over 100 acres certified organic by CCOF in 2007. They have been growing organic produce since the 1990’s. They currently grow brussel sprouts, leeks, artichokes, beets, peas, beans, and pumpkins.

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In our neck of the woods, “organic” isn’t a buzz word, it’s our passion. We were the first Certified Organic grocery stores in the country and still are the only independent Certified Organic grocer in Santa Cruz County.

Wild Roots Produce Bag and Produce

We care deeply about the land and the food it gives us and understand that the choices we make for our families today, help shape the future they’ll live in tomorrow. Through promoting sustainable organic farming practices and sourcing ethically raised meat and sustainably caught seafood, we aim not only to feed you, but to be your guide to making the best choices as a consumer. We’re extremely proud to be the source of nourishment and support for our community, since 1991.

Reusable shopping bag Wild Roots Market

“Eating is an agricultural act”. We want people to realize the impact of how they use their food dollars, and we want to be an agent of change, and be an advocate for sustainable shopping. We empower people to take control of their health with the choices they make; the food they eat; the supplements they take; and the cleaning products they use.