“When we suspended operations for COVID back in March, we knew we’d be back,” stated Bill Durnell, CEO of Roots Holdings LLC. “But we also knew that we would have to adapt to new customer behaviors such as working and dining from home more. Since reopening in May we expanded our market space to offer fresh, organic produce, highlight more local vendors of eggs, honey, and coffee beans, and feature more grab-and-go customer favorites from our cafe like vegan parfaits, hummus, and guacamole,” Durnell continued.

“Before we expanded the market, downtown Valpo was a food desert. We have sixteen thousand neighbors living within a mile of our front door. And they had no place to go, within walking distance, for a healthy and affordable selection of fresh, organic produce. Roots Market Cafe changes all that! Over time, we want to become like the corner grocery store of years past, but with a delicious cafe and juice bar under the same roof. While our look is fresh and new, our mission remains the same: We make people feel good!” Durnell said.

Founded in 2012, Roots is best known for its hand-crafted juices and smoothies. It also features a 100% gluten-free bakery, a fresh organic produce market, and delicious house-made soups, salads, wraps, quinoa bowls, and more plant-based goodness made fresh daily. Long-time downtown Valpo residents, Bill and Carrie Durnell, acquired the business in 2016.

Carrie and I are not the founders of Roots. We first “found” it as customers before becoming the owners. So I’ll group my response into two buckets–that which inspired us to buy the business and that which inspires us to run and grow the business.

• I was inspired to buy Roots because of its founding principle — that eating whole, organic foods is a necessary, and often too difficult to find, part of living a healthy, fulfilling life.
• I was inspired to buy Roots because we absolutely love our community — downtown Valparaiso — and wanted to express that love by making a deeper investment in it.
• I was inspired to buy Roots to have place to implement and test our ideas of how a company should treat its employees, customers, and other stakeholders.
• And I was inspired to buy Roots because, after 15 years working with the same great company, I needed some time away to think about and face some new kinds of challenges.

But the things that inspire me to continue building and growing Roots, I think, are more interesting and less self-centered than those initial motivations.

• I am inspired to grow Roots because I now know first-hand how we help people feel good. This is true not only because our food nourishes bodies and tastes delicious, but also because our team, which consists of fourteen truly kind and helpful souls, doles out the  “Roots LOVE” to our lovely and loyal customers every day. I see it in the smiles of our new and returning customers. And I see it in the overwhelmingly positive feedback and reviews that we receive on social media and through our direct customer feedback system. We have a powerful positive energy loop going, where we exist to make people feel good and, in return, we feel great about doing so.
• I am inspired to grow Roots because the workplace culture we’ve created is nurturing, supportive, and infectious. And it needs to be shared. We, as the owners, provided the vision and some space for our culture to emerge. But our team has shaped and sustained it in ways that I could not have hoped for or even imagined. We see and help each other through the toughest of personal times. We celebrate each others’ greatest joys and accomplishments. We foster teamwork and we celebrate individuality. We genuinely LOVE those with whom we work. And more people should feel that way at work.
• And finally, I am inspired to grow Roots because I know that as we do better we can give back more. As we enjoy success, we share it. This year, we committed to give 10% of our net profits or 1% of our sales, whichever is greater, to community causes that align with Roots’ mission and values. And, since taking over Roots, we increased our team compensation by an average of about 30%. But I wish it was even more. Our team deserves health and savings benefits, which we’re not yet able to offer as a single-location, small business. Our team members deserve the opportunity to run and even own a Roots location someday. I am not a fan of growth for growth’s sake. But in order to provide these additional benefits and personal development opportunities, we need to have a bigger business.

The number and quality of personal relationships that I’ve formed with teammates and customers at Roots is both staggering and humbling. I encounter hundreds of beautiful people every week, living complex, challenging and authentic lives. When they stop into Roots for their daily dose of wellness, I feel their appreciation for what we do. And that is all the inspiration I need to keep going and growing.

Thanks for asking, Madii.

-Bill

Aside from Roots being my first job – already making it special – it is also a place in which I hold some of my dearest memories; a place that inspired (and continues to inspire) me to blossom in all the most beautiful and challenging ways; a place that has carried me through the highs and lows; a place that remains so alive in my heart to this day, even as I now live 600 miles away!

Roots is an entity in and of itself. All of its parts (employers, employees, customers, quality plus food, etc.) combine to make an exceptional space to expand oneself. Let’s get one thing clear, one can’t work at Roots without one’s life changing in BIG ways.

So, back to the question. What does Roots mean to me? I’ll break it down, because, frankly, Roots means so much to me that I could (no joke) talk about it for HOURS. Maybe I will.

1. Connection

When I think of Roots, I think of how many people walked in and out of this store, how many people I had the honor of working with, and how most (if not all) were special, powerful interactions and connections. Roots is a place to connect! It’s hard not to when you know you’re meeting people who share the sacred reverence for taking care of and nourishing the body. But connection didn’t just end with someone I could easily see had the same interests. Roots taught me that we have the ability to connect with all who share this thing called life. Roots expanded my connection with myself and, thus, with all things.

2. Authenticity

Roots means authenticity to me because, well, I think of how authentic everything about it is. No, Seriously! I am amazed at how beautifully Roots carries out being authentic—everything from authenticity about food to emotions and the inherent connection. It was the insurmountable array of support through both the toughest and most fulfilled times that inspired me to express my truest self. Something beautiful always comes out of being real and true, even if it’s uncomfortable. It totally helped to be surrounded by delicious, high vibrational food AND peeps. The transparency and reality of the traditional American diet, and what they are doing to our food was laid out on the table and brought to light. Roots doesn’t mess around.

3. Friendship

The friendships that Roots brought into my life are ones that will last a lifetime. As stated before, one cannot work at Roots without one’s life being changed. That being said, the individuals that Roots has employed have a deep affinity for nourishing themselves and creating deeper friendships. Coming into work was like going to a gathering. We all came together in the most supportive, joyful ways.

4. Health

Roots taught me SO much about health—most importantly, about self-care. Our lovely (understatement) employers Bill and Carrie held a deep respect for us and were so compassionate when one did not feel well. Health was the key to keeping Roots thrive. I had little knowledge about WHOLE-istic health before working at Roots. And it truly took a while before I understood that it takes ALL parts of oneself to discover what is causing imbalance in the body, mind, and heart.

5. Integrity

Roots didn’t ever sacrifice integrity for business, despite being super alternative. This was a big deal! Many businesses out there are focused on catering to the mainstream, or the cheapest, easiest ways to become successful. Again, Roots doesn’t mess around. And being dedicated to the original vision and expanding it has taken blood, sweat, and tears. The abundance that has been put into this café is flowing right back at ‘em in deep ways.

6. Commitment

Roots means commitment to me because it takes a lot of knowledge and “doing it yourself” to really be an exceptional employer. It’s one commitment to learn and spread knowledge about health. But it’s a whole other commitment to embody it yourself. I was deeply inspired by the Roots team and their commitment to helping others by first taking care of themselves.

7. LOVE

And, finally, with all of these parts put together, LOVE is what Roots means to me. I’m amazed at how much Roots transformed my and SO MANY OTHERS lives. It’s a true honor to have been a part of this Team.

I love you, team!!

Emz