As featured in the 2026 INFRA Conference Zine!
As soon as you walk into Rising Tide Natural Market in Glen Cove, NY, you’re greeted with a smile. From the 100% organic produce department to the robust deli counter, every inch of the 3,000 sq ft store is intentionally curated to create a welcoming shopping experience. Founder and Co-Owner Jerry Farrell began his natural foods journey in the 1970s, when he would make weekly treks to Manhattan to stock up on whole grains, seaweed, and miso because there was no place to buy them in his own community on Long Island.
Inspired by the countercultural movements of the time, and a desire to bring natural foods to the community, Rising Tide opened its doors in 1976. By the mid-1990s, however, the landscape was changing. Competition in the natural foods industry was increasing, and many independent retailers were facing challenges they could no longer solve alone.
Determined to give independents a bigger seat at the table, Rising Tide was an early player in INFRA’s founding and became INFRA’s 11th member in 2005. “We joined INFRA because we thought there was an opportunity not only for a buying group, but also a platform for retailers to have an ongoing conversation,” Farell says.
Over the years, Jerry says the greatest benefit of INFRA membership has been the relationships. “INFRA is a social network,” he says. “In the 15 years since joining INFRA, we still have strong relationships with other retailers we talk to on a regular basis.” Whenever there’s a problem that needs solving or a topic that needs weighing in on, support is only a phone call away.
The staff at Rising Tide have also seen long-term value in INFRA’s educational opportunities. Jerry’s Co-Owner and partner Ashley comments, “The synergy I’ve felt at share groups is incredible. There’s no replacement for sitting around a table with people who are doing the same thing as you are. Retail is such a challenge, and it’s great to hear other perspectives.” Jerry echoes that sentiment. “Whenever you can meet people in person, you start building relationships,” he says.
The same spirit of connection that drew Rising Tide to INFRA is woven throughout the store itself. Relationship-building is a core part of the business model—from the customers, some of whom have been shopping there for decades, to longtime staff. Ashley joined the team more than 14 years ago when she was bitten by the “retail bug” while working toward her PhD. But it was more than love for the work that motivated her to stay. “Jerry somehow created this place that is fully collaborative... there’s no decision that leadership makes without talking to our core people. It’s a place that’s authentically friendly. Even as people have come and gone, that has stayed constant.”
50 years after opening its doors, Rising Tide remains a testament to the power of strong, interconnected relationships. Not only between retailers, but between staff, customers, and communities. It is a reminder that lasting success is rarely built alone.
This was the foundational belief that INFRA was built upon: that by working together, independent retailers could stay in it for the long haul. Time and time again, members extend a hand, pick up the phone, and reinforce a simple truth:
Independent doesn’t mean alone.