New Look, Same Mission for Roots in Downtown Valpo

Today, Roots Holdings LLC reveals a fresh new look for its cafe and market operations in downtown Valparaiso. Roots Organic Juice Cafe is now officially known as Roots Market Cafe. The new name and logo reflect strategic changes made in response to the COVID-19 pandemic and position the business for future growth.

“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.