Earth Fare opens in Roanoke

It was cold and damp at 6:30 a.m. Wednesday in Roanoke, but that didn't stop more than 400 people from showing up for the opening of Earth Fare.

The health-conscious grocer unlocked its doors at 7 a.m. to a line of people that stretched passed the Mellow Mushroom restaurant, all hoping to get an early glimpse of the first Earth Fare in Virginia.

Roanoker Randy Blount, the first person in line, arrived at 10:15 p.m. Tuesday. He said he likes to be one of the first people to visit a new store, and he wanted to check out Earth Fare's healthy food options. Hundreds of others fell into line behind him beginning around 4 a.m.

The first 100 people in line were given gift cards; Blount snagged one worth $50 and also made the store's first purchase — peanut butter cups. An Earth Fare spokeswoman said the Roanoke opening had one of the higher turnouts for the chain's new stores.

Earth Fare, based in Asheville, North Carolina, is known for strict guidelines for the food it sells. It's often recognized more for what's not in the store, including synthetic growth hormones, high fructose corn syrup, bleached and bromated flour, and artificial fats, sweeteners, preservatives, colors and flavors — all on the company's so-called "Boot List" of forbidden ingredients.

Earth Fare CEO Frank Scorpiniti, who was at the Roanoke opening, said the company wants to democratize healthy eating, making it more affordable and less work for families to eat cleaner foods.

The store offers deals each day on pre-made foods. It stocks more than 750 private-brand food products and has a salad and hot foods bar, pizza station and sandwich counter. It sells beer and wine, pet food, makeup and cleaning products, too.

In several areas of the store, including the bakery, food is made in front of customers. The store also features a juice bar and an indoor and outdoor cafe with 80 seats. Scorpiniti said this contributes to the "theater aspect" at the grocery that many shoppers seek in the growing experience economy.

The Roanoke store is Earth Fare's 44th location. Another store is under construction in Fairfax, and the company is looking for more sites in Virginia. As national trends that show more consumers are paying attention to what's in their food, Earth Fare has grown.

Scorpintini said in the past two years, the term "clean eating" has become part of the national lexicon, and the company's "Live Longer with Earth Fare" campaign, used to bolster its healthy food message, has resonated with shoppers. The Roanoke Valley in particular had an opening for a health-conscious grocery, he said.

"Roanoke came up in our real estate study came up as a community that was looking for healthier options in food and that it was an energetic neighborhood with families that wanted to live healthier lifestyles," Scorpiniti said.

The region's grocery market is dominated by Kroger, Walmart and Food Lion, with a few other specialty grocers. Upscale boutique grocery Fresh Market came to Roanoke more than 10 years ago. Discount shop Aldi opened two years ago at Crossroads Shopping Center. The Roanoke Co-op also operates two locations, which offer nutrition-focused and earth-friendly grocery and retail selections.

At 24,000 square feet, Earth Fare is one of the larger groceries to open in the region in recent years. It's bigger than Fresh Market but smaller than the average Kroger store. The Roanoke location has hired 90 employees, 60 percent of whom are full time. The company formed a 17-member local community advisory board to offer advice on inventory and help the store cater to Roanokers. The store also sells dozens of local products, including Red Rooster coffee, Homestead Creamery products and regional craft beers.

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