LAKEWOOD, Colo. – Natural Grocers announces the opening of a new store in Lake Geneva, Wisconsin, on Wednesday, June 10, 2026. Conveniently located at 600 N. Edwards Blvd., the new store will serve the Lake Geneva community and surrounding southeastern Wisconsin and northern Illinois areas. This location marks Natural Grocers' first store in Wisconsin. Community members are invited to join the celebration with giveaways, savings, free samples, a prize wheel, live local radio and more.
Natural Grocers' good4u Crew will kick off the festivities at 8:15 a.m. with a $2,500 donation presentation to the Lake Geneva Food Pantry—its local food bank partner, followed by an official ribbon-cutting ceremony with Visit Lake Geneva and the store's manager. Doors will open promptly at 8:27 a.m., where customers will be welcomed to a fun and celebratory shopping experience.
"We're excited to bring Natural Grocers to Wisconsin for the first time and to become part of the Lake Geneva community," said Raquel Isely, vice president of marketing at Natural Grocers. "Lake Geneva is such a vibrant destination, and we look forward to serving both residents and visitors with the high-quality products and free nutrition education we're known for."
GRAND OPENING EVENTS – FREEBIES, DISCOUNTS & SWEEPSTAKES
Grand Opening festivities at the new Lake Geneva location include:
- June 10: Mystery Gift Cards for the first 150 customers – Be among the first in line and receive a Natural Grocers mystery gift card (values range from $5 to $500).
- June 10: Free Natural Grocers Hand-Crafted Ecuadorian Drawstring Backpack ($30 value) – The first 500 shoppers will receive a unique, hand-crafted bag, woven in collaboration with artisans in Peguche, Ecuador.
- June 10: Prize Wheel – Spin the Natural Grocers prize wheel between 12 p.m. and 5 p.m. for a chance to win great prizes.
- June 10–June 24: Grand Opening Sweepstakes – Customers have the chance to win fabulous prizes, including an Aventon e-bike (valued at $1,400), a $500 Natural Grocers gift card and more. Entry forms will be available at the store.
- June 10–June 30: Up to 50% off Natural Grocers' Always AffordableSM Prices on premium-quality products from every department, including 100% USDA-certified Organic red or green seedless grapes ($1.99/lb), Natural Grocers Brand Organic Cheese Shreds and Slices ($2.99 each), Bacon and Bacon Alternatives ($2.99/pkg, excludes Canadian Bacon), GT's Synergy Kombucha ($2.79/16 oz) and Painterland Sisters Organic Skyr Yogurt ($1.99/each).
{N}POWER MEMBERSHIP
As part of Natural Grocers' "Even More Affordable Prices!" campaign, customers can join {N}power, the company's free rewards program, to access exclusive discounts, digital coupons, rewards benefits and other members-only features.*
- June 10–June 30: {N}power members will receive exclusive pricing on items such as Contented Hen® Select Free-Range Eggs ($1.99 each, one dozen), Mary's® Non-GMO Whole Chicken ($9.99/each), Natural Grocers Brand Organic Restaurant-Style Tortilla Chips ($3.99/12 oz), USDA-certified organic avocados (.99¢ each), and Truly Grass-FedTM Natural Creamy Butter Bars ($4.99/8 oz).
THE NATURAL GROCERS EXPERIENCE
Serving communities with a wide range of natural and organic options since 1955, Natural Grocers will support Lake Geneva and the surrounding communities with world-class customer service from its knowledgeable and friendly good4u Crew, healthy recipes for all diets and high product standards.
The company, ever conscious of its environmental impact, has upgraded the new space using sustainable building features and energy-saving innovations, such as non-toxic building materials and 100% LED lighting. The store will feature a contemporary layout for an efficient, yet friendly checkout experience.
- Environmentally Thoughtful Products and Practices: From checkouts free from single-use bags, to organic, non-GMO and Always Affordable Natural Grocers brand products and ecologically thoughtful in-store features, the company focuses on a mutually beneficial relationship with nature.
- Always Affordable Prices: Access high-quality organic and natural groceries including 100% pasture-based dairy products and free-range eggs, 100% non-GMO prepackaged bulk goods, and household essentials at Always Affordable Price. Natural Grocers also prioritizes humanely sourced and sustainably raised meats.
- Always 100% Organic Produce: Rest easy knowing Natural Grocers' organic produce is free from cross contamination with conventional/GMO items and grown without synthetic pesticides.
- Body Care That Cares Back: Natural Grocers' high standards prioritize natural, innovative and ethical body care products that deliver results without compromise.
- A Super-Sized Supplement Department: With over 5,000 products, Natural Grocers offers a large selection of vitamins and supplements, with the vast majority (over 80%) manufactured in third-party Good Manufacturing Practice (GMP) certified facilities.
- A Commitment to Crew: Natural Grocers is passionate about ensuring that its employees can live a healthy, balanced life. The Company is committed to positively impacting Crew's physical, emotional and financial well-being with free nutrition education programs, excellent benefits and access to the highest quality, affordably priced products. To learn more about Natural Grocers' "Commitment to Crew" and its 5 Founding Principles, click here.
- Coming Soon: Nutritional Health Coaching: Customers will have direct access to personalized assistance throughout their health journeys with an onsite Nutritional Health Coach. Click here to learn more.
LAKE GENEVA FOOD PANTRY AND NATURAL GROCERS
As part of its commitment to the Lake Geneva community, Natural Grocers will support the Lake Geneva Food Pantry (LGFP) through its Bring Your Own Bag program, donating five cents for every shopping trip in which customers use their own reusable bags. The program encourages sustainable shopping practices while also directly benefiting local families by supporting the food pantry's essential work. Lake Geneva Food Pantry has served the Lake Geneva community for over 40 years. Food insecurity touches over 20% of the area residents. LGFP supports close to 2000 children, adults, and seniors monthly.
"Lake Geneva Food Pantry is proud to partner with Natural Grocers to bring our neighbors greater access to nutritious food," said Mary Kilmer, President of the Lake Geneva Food Pantry. "This collaboration reflects our shared commitment to building a healthier, stronger community — and we look forward to the meaningful impact we'll create together."
