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Where Making Healthy Choices is Easy


6718 Broadcast Parkway in Loves Park, IL

(815) 282-1861 

Open Monday through Saturday 9 a.m. - 8 p.m.

                                    Sunday10 a.m. - 6 p.m. 

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Where Making Healthy Choices is Easy


6718 Broadcast Parkway in Loves Park, IL

(815) 282-1861 

Open Monday through Saturday 9 a.m. - 8 p.m.

                                    Sunday10 a.m. - 6 p.m. 

How Good is your food?  

Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.
— --Margaret Mead

At Choices, we take Margaret Mead's words to heart.  We may be one small store in a sea of grocery options, but we are committed to doing business in a way that improves the lives of the people who shop here, the people who produce our food, and the environment.  With every decision we make, putting products on our shelves, we know that hard working people depend on us for the food they feed their families.   We take this responsibility seriously - so we've set demanding standards.  These standards result in the opportunity for your grocery dollars to invest in high quality food - free from toxic chemicals, GMO's, artificial flavors, preservatives, and coloring - but also help drive companies that are following best practices with attention to the environment and fair labor practices.

And now, you will see evidence on our shelves of our commitment to these standards.  We have partnered with HowGood, a food rating company, that has spent the last 5 years doing research, gathering information on food ingredients, sourcing, and processing.  But beyond the actual food ingredients and sourcing, they research company practices regarding fair labor practices, environmental impact, and company impact on improving the food supply.  After compiling their research, they used the information to rate food products:  Good, Great, and Best.  Foods that were rated good, great or best used best practices for producing food that is good for consumers, good for the community in which they are produced, and good for the environment.  HowGood will continue to provide ongoing research and ratings to us as we add new products and as existing product ratings change.  

We are proud to place the HowGood ratings on our shelves because now we finally have a way to simply communicate to our customers the value we offer in contrast to other stores.  We view our role in the Rockford community to be a leader in food transparency and to support and encourage a sustainable food supply.  These ratings reflect our commitment to do just that.  

More detailed information on HowGood can be found at www.howgood.com.  You can  also download their free app, which can be used to scan your favorite food item to see how it stacks up.  

At Choices, we believe information is power.   We believe every individual has the power to create a better world through the choices they make each day - even by buying groceries. Just 10 years ago, you would not have seen organic groceries in every mainstream store.  Today, nearly every store offers these products.  Companies respond to your buying habits. Every dollar you spend on highly rated products will encourage companies to work toward better practices that will help build a more sustainable future.  

Join us in sending a message to all food companies.  We want safe, simple real food that is good for us and good for the world. 

Eat the Rainbow!  

On June 29th, Choices hosted Jody Perrecone, a certified nutrition consultant, to discuss how to easily include a rainbow of colors on your plate and to educate our customers on the health benefits for each color and the role that phytonutrients play in promoting good health.

If you were unable to join us, you missed out on a delicious salad:  Red Cabbage Lemon Tahini Slaw with Quinoa.  Not to fear!  Click here to get the recipe!  You will not be sorry!

Since her presentation was streamed live on Facebook, we were able to save the video so we could share it here.  Enjoy!

Owners Trace and Kathie Toulouse

 choices natural market

Who We are

organic.  non-gmo. allergy-free foods. local.

Our mission is to be THE grocery store in the greater Rockford community where making healthy choices is easy.  We are committed  to nurturing our community toward better health by providing the most delicious, nutritious, chemical-free food available.

You can shop with confidence at Choices knowing every product on our shelves has been carefully selected using a demanding set of standards and has been personally screened by our managers for artificial ingredients, harmful chemicals, and preservatives.  And if you have a question or need help, we have a knowledgeable, friendly staff who make sure everyone that enters our store receives top notch service, feels welcome, and feels Choices is their very own neighborhood market.

August Savings

Click below to check out our amazing sale items for the month of August!  In addition to those in the flyer, we also have a huge number of items that may not have been featured, but also offer you great savings!  Look for the brightly colored tags throughout the store!

Choices Offers Gold Medal Foods to Fuel Your Dreams!  

You deserve it!

The drawing for our $50 Gold Medal Give-Away was done during the closing ceremonies of the Rio Summer Olympics!  Due to the amazing participation, we decided to give away TWO $50 Gift Certificates!  Watch your email to see if you're one of the two lucky winners!

Choices has always prided itself on supporting local family farms.  That's why we love summer!  You will find a wide variety of the freshest, chemical-free produce in Illinois! 

Like us on Facebook!

Check Out What's Happening at Choices!

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Local Treasure


We are committed to supporting local farmers and businesses that are contributing to the organic and sustainable movement ultimately leading to a healthier community.

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Local Treasure


We are committed to supporting local farmers and businesses that are contributing to the organic and sustainable movement ultimately leading to a healthier community.

Supporting local businesses is an important part of what we do.  We purchase significant amounts of local produce in season—grown free of chemical herbicides and pesticides.  The short distance the food travels insures amazing fresh produce and a reduction in the amount of fuel required to transport this delicious food to our customers.

We know the people behind the products and see the hard work and commitment they have made toward providing the Rockford community with the highest quality food.  Organic farming is filled with long hours and challenges, but the pay off is huge:  flavor, nutrients, sustainable biodiversity model! 

Pictured above are just a few of the people behind the local products you’ll find at Choices.

 

 

 

 

 

 

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Special Diets


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Special Diets


Special Diets are no problem at Choices

Just because you are following a special diet doesn't mean you have to give up your favorite foods!  Choices has a wide assortment of products to meet the needs of our special diet customers including:

  • Gluten-free
  • Vegetarian
  • Vegan
  • Paleo
  • Dairy-free
  • Raw foods

We have a well trained staff who can help you quickly and easily locate the foods you are seeking.  In addition, we are currently working on a visual system to ease your search--for example, bright yellow price tag shelf liners to indicate the shelves featuring gluten-free options (coming soon!)  

As a reminder, you should always consult with your health care provider before embarking on any new diet.