From produce grown just down the road to scratch-made soups, sustainable seafood and carefully selected wellness products, everything at Wild Roots starts with thoughtful sourcing. Explore what you’ll find in our Felton and Boulder Creek markets.
Shop Local. Shop WIld.
Produce
Produce is at the heart of Wild Roots Market. We source 100% Organic fruits and vegetables, with a strong focus on local farms, seasonal harvests, and produce picked at its peak.
Wild Roots has been committed to organic food from the beginning. In 2000, we became the first Certified Organic Grocery Retailer in the United States with CCOF, and that commitment continues to guide what you’ll find in our produce department today.
Our produce team has spent decades building relationships with local farmers and growers. Whenever possible, we source close-to-home, supporting the people who grow our food while bringing our customers fresher, more flavorful produce.
We believe organic and regenerative farming practices are an important part of building a healthier, more sustainable food system. That’s why we don’t just want to sell great produce — we want to help you know where your food comes from, who grew it, and what’s in season.
100% Organic. Every Day.
Our Deli & Kitchen is all about fresh, satisfying food made with ingredients you can feel good about. We prepare most everything from scratch right here at Wild Roots, using organic and local ingredients whenever possible.
Stop in for a made-to-order sandwich, or build your own meal with freshly prepared salads, soups, sides, and ready-to-eat favorites for an easy breakfast, lunch or dinner. We offer plenty of vegan, vegetarian, and gluten-free options, so there’s always something for every kind of appetite.
At our Felton location, you’ll also find a fresh organic juice and smoothie bar featuring wheatgrass and ginger shots, along with a rotating hot food bar.
Made From Scratch Daily.
Deli + KITchen
Meat & Seafood
Thoughtfully Sourced. Responsibly Raised.
Our Meat & Seafood department is focused on quality, responsible sourcing, and great flavor. We carefully choose farmers, ranchers, fisheries, and suppliers who share our commitment to better food and more sustainable practices.
For meat, we prioritize humanely raised, Non-GMO fed, and free-range options from producers who care for their animals, their land, and their communities. You’ll also find marinated meats, house-made sausages, and ready-to-cook selections that make mealtime easy. A few of our partners include Smart Chicken, Niman Ranch, Beelers, Mary’s Chicken, and Diestel Ranch.
Our seafood is sourced with sustainability in mind, with an emphasis on fresh, high-quality options and local fisheries whenever possible. We work closely with trusted suppliers, including partners along the Central Coast, to bring the best of the season to our seafood case.
Wellness
Our Wellness department is here to support your health with products selected for quality, transparency, and care. From vitamins and supplements to body care and beauty, we look for trusted options made without unnecessary chemical additives, with an emphasis on cruelty-free and sustainably sourced products whenever possible.
Our knowledgeable Wellness team brings decades of combined experience and is here to help answer questions, compare options, and make it easier to find products that fit your needs.
You’ll find a broad selection of vitamins, herbal supplements, natural body care, and wellness essentials, including our own Wild Roots private label supplements. We continually review new products and emerging research so we can offer a thoughtful mix of trusted favorites and high-quality options for everyday wellness.
Better Choices for Body & Well-Being
Bulk & Pantry
Our Bulk Foods & Herbs department makes it easy to stock up on everyday staples while buying only the amount you need. From grains, beans, nuts, and snacks to herbs, spices, teas, and pantry essentials, our extensive bulk selection offers plenty of ways to shop smarter and save.
Buying in bulk means more flexibility, less packaging, and less food waste. Need just a pinch of a specialty spice for a new recipe? A small amount of herbs for tea? Or enough oats, rice, or nuts to keep the pantry stocked? Take as much — or as little — as you need.
Bring your own reusable jars or bags when you shop to help cut down on single-use packaging and make your grocery routine a little lighter on the planet.
Buy What You Need. Waste Less.
Cheese, Wine & Beer
From artisan cheeses and local wines to craft beer and cider, our Cheese, Wine & Beer department are made for discovering something new — or finding the perfect favorite to bring home.
Our specialty cheese selection includes artisan varieties from near and far, each with its own story, flavor, and character. You’ll find cheeses made from different milks, regions, and traditions, along with crackers, jams, preserves, and other accompaniments that make it easy to put together a cheese board, appetizer spread, or simple pairing at home.
We’re especially proud to showcase wines from the Santa Cruz Mountains, one of California’s distinctive wine-growing regions and home to exceptional Pinot Noir, Chardonnay, and other varietals. Our selection includes wines from smaller producers along with Biodynamic and Certified Organic options from California and beyond.
You’ll also find a rotating assortment of craft beers, microbrews, and hard ciders from local producers and makers around the world. Our buyers are always exploring new releases, seasonal selections, and interesting bottles and cans worth bringing to the table.
Great pairings start here.