ROOTS SHOPPERS RAISE $3G TO FEED REFUGEES
LEOMINSTER » Roots customers have helped to raise nearly $ 3,000 for World Central Kitchen since March by rounding up their change when they check out at the Crawford Street health- centered spot.
“I still can’t believe rockets are getting fired at innocent civilians,” said Roots Chef Kevin Williams. “The Ukraine situation moved us to work with World Central Kitchen, a noble cause. This money will help chef Jose Andres and his team feed Ukrainian Refugees.”
Williams said they were inspired to do the fundraiser because the staff, including his business partner, girlfriend and second-generation Roots owner Marieke Cormier, “wanted to help the people of Ukraine.”
“Food is an essential part of caring for people, that is what we love to do on a daily basis,” he said. “We chose WCK because they are right there on the borders feeding people healthy, local, and culturally appropriate foods wherever there is a disaster in the world, in this case Ukraine.”
He said it means a lot to them to have their customers supporting the fundraising effort.
“Our customers have been the backbone of our business for 20 years and with their collective help we can make a huge impact,” Williams said. “If we all work together, even with a few cents here and there, it is pretty amazing to see what a small group of caring people can do in a short amount of time. Sometimes we feel like we can’t make an impact as an individual but together we can truly make the world a little better.”
Roots is turning 20 this year and this fall will see the return of its annual customer appreciation day, Rootsfest, in person, with the focus on celebrating the anniversary.
“Our founder, Marieke’s mom, would be so proud of this mile
stone,” Williams said. “She was a true Leominster icon who helped many people with organic, natural solutions well before it was cool.”
He said they are “so excited to be celebrating 20 years in business” and that they owe a debt of gratitude to their customers for helping them get there.
“Two decades of being a community hub for local organic and natural products is truly an accomplishment,” Williams said. “Our customers have been loyal and supportive and our partners in making Leominster and Fitchburg a better place to live. Our celebration is all about them.”
The Sept. 10 event will feature live music, vendors, wellness classes and a free barbecue.
“After a two-year break from Rootsfest we are working to make this day very special,” Williams said.
Looking back over the past 20 years and seeing how Roots has evolved while remaining successful is incredibly satisfying for Williams, Cormier, and the rest of the hardworking and dedicated staff, a tribute to its founder Ellen Jonkers.
“We have come a long way,” Williams said. “Ellen owned and operated the market for the first nine years and was really known for her immense knowledge of natural products, open mindedness, and her deep love of people.”
He said since Cormier inherited the business in 2012, she has “continued to keep the family legacy going” by continuing to offer quality healthy and natural products and “adding a new twist of fresh prepared foods and juices.”
“We have evolved from mainly a small supplement market to a full- service community food market and kitchen,” Williams said. “Each year over the last decade I’ve continued to add and to create new departments creating more options for a wider audience, the first organic juice bar, then the cafe and catering. To have success in a small business it is extremely important to have purpose, vision and a bit of magic. We have stuck to our values and continued to offer the best products at the best value with an exceptionally knowledgeable and friendly staff and the absolute best customers.”