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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. 

What Rocks in Rockford! 

4 Nominations!

The last 2 years, in the Rockford Register Star's "What Rocks in Rockford, we were voted Best Organic Food!  This year, we were nominated in 4 categories:  Best Grocery Store, Best Organic Food, Best Produce, and Best Vegetarian Options.  Thank you to all of our loyal customers who voted for us! The best way to bring more community members into our store, is through word of mouth.  We appreciate your support.    

Choices is Celebrating 13 Years of Supporting Local Farmers and Providing Organic and Natural Foods to the Rockford Community

Back in June of 2005, Choices Natural Market first opened its doors at 6551 E. Riverside Boulevard in Rockford selling organic and natural products.  The grocery store was one of very few places in the Rockford area offering exclusively organic goods with a focus on the health of its customers.  It was a small place (less than 1800 square feet) but slowly gained a loyal following. Now, 13 years later, Choices is located at 6718 Broadcast Parkway in Loves Park, and has grown to over 4000 square feet while continuing to keep the health of its customers a first priority.  

We are probably most proud of the relationships we've built with local farmers who are growing their crops organically, doing their part to create a more sustainable world. Our customers can buy vegetables that were literally harvested earlier in the day.  What a great investment in our local economy, as well as an investment and encouragement to our community to eat fresh and local.  

Thank you to everyone who has made a special point of shopping at Choices and supporting our small, local business.  We are encouraged every day that Rockford is striving to eat healthier every day! 

double fresh Produce Specials

for the week of  10/14 through 10/20

Organic Red Starkrimson pears 99 cents/lb.

Local, organically grown garlic 25 cents each

Great bargains! All organic. All the time.

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Throughout the summer months, Choices is your everyday LOCAL and organic farmers market!  We are proud of our efforts to bring the freshest chemical-free produce to our community.   If you would like to receive our newsletters which feature details of upcoming events, sales, and encouragement to stay on your good health journey, sign up below!  

  Owners Trace and Kathie Toulouse

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!

october SAVINGS

Click below to check out our amazing sale items for the month of October!  In fact, we have so many items on sale that they cannot all fit in a sales flyer!  Look for the brightly colored tags throughout the store!

Like us on Facebook!

we believe that a healthy community includes supporting local sustainable farming.  We'd like to introduce you to some of the farmers we work with,  who are doing great work in creating a more sustainable world!

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

Choices has always prided itself on supporting local family farms and businesses.  

Here are just a few of the people behind some of the products on our shelves!

Check out what's happening at Choices! 

Each month, we schedule a variety of events to help support a healthy lifestyle.  Join us!

How Good is your food?  

At Choices, we realize that 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.   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. 

 NOW YOU CAN HAVE A GLIMPSE OF OUR STORE,

BEFORE ACTUALLY COMING IN!

Choices Natural Market has a wide variety of options for all kinds of shoppers!  Take a peek to get a preview, then stop in to get the full experience.  Once you meet our friendly staff and see some of the unique offerings we have, we think you'll add Choices as one of your regular shopping stops !

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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.

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


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.