Natural Grocers made its Wisconsin debut tin June with the opening of a new store in Lake Geneva, marking the organic retailer’s first location in the Badger State.
The 15,000-square-foot store, located at 600 N. Edwards Boulevard in a former JOANN fabric and craft store, opened June 10th. Grand-opening festivities began with a $2,500 donation presentation to the Lake Geneva Food Pantry, followed by a ribbon-cutting ceremony with Visit Lake Geneva and the official store opening at 8:27 A.M.
The new location offers Natural Grocers’ full assortment of products and services, including organic produce, bulk foods, dairy, frozen foods, grab-and-go meals, meat and seafood, dietary supplements and grocery staples. Shoppers will also find books, body care products and organic pet items, as well as access to a nutritional health coach.
“Lake Geneva is such a vibrant destination, and we look forward to serving both residents and visitors with the high-quality products and free nutrition education we’re known for,” said VP of Marketing Raquel Isely. “We’re excited to bring Natural Grocers to Wisconsin for the first time and to become part of the Lake Geneva community.”
To celebrate the opening, the retailer planned a series of promotions and giveaways throughout June. The first 150 shoppers through the doors will receive a mystery gift card valued between $5 and $500, while the first 500 customers will receive an artisanally woven drawstring backpack sourced from Peguche, Ecuador. A prize wheel will run from noon to 5:00 P.M. on opening day, and a two-week sweepstakes will offer participants a chance to win prizes including a $500 gift card and an Aventon e-bike.
The company is also offered grand-opening discounts of up to 50% off through June 30, with additional savings available to members of its {N}power loyalty program.
Beyond the opening celebration, Natural Grocers plans to continue supporting the Lake Geneva Food Pantry through an ongoing partnership. The retailer will donate 5 cents to the organization for every shopping trip in which a customer brings a reusable bag. The pantry has served the area for more than 40 years and currently assists nearly 2,000 children, adults and seniors each month.
“Lake Geneva Food Pantry is proud to partner with Natural Grocers to bring our neighbors greater access to nutritious food,” said Lake Geneva Food Pantry President Mary Kilmer. “This collaboration reflects our shared commitment to building a healthier, stronger community – and we look forward to the meaningful impact we’ll create together.”
Family-operated Natural Grocers by Vitamin Cottage Inc. operates 171 stores across 21 states. The Lakewood, Colo.-based retailer ranks No. 91 on The PG 100, Progressive Grocer’s 2026 list of the top food and consumables retailers in North America, and was recently recognized among PG’s 10 Most Sustainable Grocers of 2026.
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