Over the next 12 weeks, we will offer a weekly Real Food Revolution tip to keep processed food off your plate, encouraging a gradual shift AWAY from unhealthy sugar/salt/fat ladened foods and TOWARD real food.  Join us for the Rockford Real Food Revolution!  Tips will appear on our Facebook page and on our website.  If you would like to receive the tips in your inbox, you can 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!

Check out what's happening at Choices! 

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


february SAVINGS

Click below to check out our amazing sale items for the month of February!  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!

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Thank you to all of our amazing customers who voted for us!  We are proud to bring clean, organic food to the Rockford community and look forward to continuing our tradition of delivering the highest quality food, vitamins, supplements, and body care to all of you!

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  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. 



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 !