The holidays are a time of joy, connection, and togetherness. For some, however, finances put extra pressure and strain on the holidays. During a time when everyone is feeling the squeeze of inflated prices and stagnant wages, independent retailers emerged to uplift their communities during the holiday season. Whether it be through round up at the register campaigns, donation drives to local food banks, or deep discounts on household staples, INFRA Members remain a solid foundation for their neighbors to rely on. Read on to learn more about how INFRA Members supported their communities this holiday season, and how they continue to promote food availability and accessibility year-round.
Cambridge Naturals, Cambridge MA
Cambridge Naturals is a family-owned wellness focused retailer located in Cambridge, MA. Founded in 1974, their mission is to provide the best choices in natural wellness products and offer an educational customer experience to their community. During the month of November, Cambridge Naturals offered 20% off on all Every-Day-Low-Price (EDLP) CADIA products in store, putting most items “at cost.” In addition, they also encouraged food donations to the Margaret Fuller Neighborhood House, a local food bank.
Leg Up Farmers Market, York PA
Leg Up Farmers Market, located in York PA, also supports Leg Up Farm—a nonprofit therapy center that supports special needs children through equine therapy, physical therapy, speech therapy, and more. Leg Up implemented a round up at the register, pre-packed donation bags priced at $5, $10, and $20, and a food collection drive.
When we’re coming up on [the holidays], we should recognize how fortunate many of us are,” said Store Manager Dan Stump in an interview with Fox. “Just a little could help everyone be able to celebrate — to enjoy a wonderful meal with their family.
Guidos Fresh Marketplace, Pittsfield MA
Guidos Fresh Marketplace has two locations in Massachusetts Berkshire region, with a mission of finding the freshest, highest quality products from their region and beyond. Guido’s dedicated the remainder of its 2025 “Roundup Give with Guidos” funds to support local food-distribution programs.
These are scary times for folks, and we were really looking for a way that we could ease it a little bit,” Marketing & Communications Director Alana Chernila said in an interview with The Berkshire Edge.
Healthy Way Market, Sturgeon Bay WI
Healthy Way Market in Sturgeon Bay WI is a family-owned full service natural grocery store that has had roots in Wisconsin since they were founded in 1916. Owner Adam Goettelman and his Co-Owner and wife Caitlin Oleson were excited to expand the business to a second location in Green Bay, WI in recent years. Heathy Way recently launched “Project Feed Our Neighbors,” a food donation drive that has already garnered widespread community support.
It seemed like at least once or twice a week we would have a bin full of food... it really highlighted just how willing the community is to step up in times of need,” said Front of House Manager Trina Chaudoir in an interview with NBC26.
Promoting Food Accessibility During the Holidays and Beyond
Whether it be through round up campaigns or donation drives, INFRA Members showed up in spades for their communities this holiday season. Time and time again, we see how independent natural food retailers are not only trusted sources for healthy and natural foods, but are beacons of community and support for their neighbors and shoppers.