In this episode of Common Roots, we’re talking with Jake Collier, Co-Founder of New Frontiers Natural Marketplace in Solvang, CA. As a founding INFRA Member and a longstanding fixture in the natural foods industry, New Frontiers has long advocated for local sourcing, strong ingredient standards, and healthy living.
New Frontiers began in 1987, when Jake and a few of his friends purchased a couple of stores in the Salt Lake City area. After growing the business for a few decades, the owners ultimately sold their three locations to Whole Foods, finally settling into their one remaining location in Solvang, CA.
“It’s been a roller coaster,” Jake says, “We went from over 600 team members at one point to only 100 people now. It’s been a great ride.”
New Frontiers Interior
Despite all the changes Jake has experienced over the years, he says that the excitement and collaboration that defined the natural foods industry in its early days still follow him today. “In the 80s and 90s, there weren’t a lot of huge natural food stores,” he says, “and everybody was really into networking. At one point, New Frontiers wanted to introduce fresh meat. We had no idea how to do that, so we went to Whole Foods, and they opened their doors to us.”
This drive for collaboration is also what sparked the beginnings of INFRA, as independents came together to figure out how they could share their expertise to remain competitive in a changing landscape. “There were a lot of little stores talking about how we could unite to get some buying power, get some networking happening, get some systems together so that we’re not all struggling,” he says.
Looking to the future, Jake says he’s still nervous about a lot of the same concerns that defined that era. “It stresses me out to see so many small companies bought up by larger companies that have historically had no interest in natural foods. They’re just looking for money,” he says, “The other edge of the sword is that they have the willingness and funds to develop new products. It’s a love-hate relationship.”
Jake says he appreciates INFRA’s ability to bring that collaboration to stores across the country. “That’s really the beauty of INFRA because INFRA offers independents all sorts of wonderful opportunities to grow our businesses,” he says.
Listen to the full episode here.
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