For many years GreenStar Natural Foods Market “peacefully coexisted” with its local competition in Ithaca, New York. As more conventional grocers are wooing the natural food consumer with convenience and price points, the pressure is on. Brandon Kane, the co-op’s general manager has responded with a focus on community, diversity, collaboration and efficient operations.

“We want to overcome our elitist perception,” Kane said, as the co-op has looked to continue to play an important role in the marketplace and community. Community sponsorships and donations play a key role in GreenStar’s marketplace positioning. In this video, Kane illuminates all the ways they’ve innovated to meet the challenges of food co-op retailing now and into the future.