Good Food for Good Health, Now and for Generations

In case you missed it, click this link to the Green Bay Press-Gazette article by our board president Lynn Walter in the Sunday, Aug. 4 paper. Lynn begins by quoting our mission: "Good food for good health, now and for generations." She goes on to credit all the sustained, collaborative efforts of our member-owners and volunteers with getting us to the point where we are ready to launch the capital campaign to make New Leaf Market Co-op a reality! The 2012 Envisioning the Future Conference brought 240 community leaders together to develop a vision for Brown County in 2020. They made improving our healthy by improving our knowledge of and access to healthy foods a priority--including the specific goal that: "healthy food co-ops are flourishing." This goal can be achieved by 2014, six years ahead of schedule, by investing in New Leaf's vision of a healthy future.   

New Leaf is Working on a Site!


We’ve had an exciting month with our New Leaf site development and have worked to keep you informed as the negotiations and agreements have come together. We are now working with the 900 Cedar Street property, the Bus Depot of Green Bay at 800 Cedar Street and three parcels owned by the City as the site for New Leaf Market and New Leaf Foods. We will be analyzing this site as a whole and working through contingencies.

We have received some questions on how this site was chosen and how we plan to develop it.

It is quite an accomplishment to have found a site that meets the extensive list of criteria necessary to serve the needs of a grocery store. Take a look below at the site criteria list:

  • Population density: within a 20 minute drive and
    high density employment
  • Parking capacity and configuration
  • Located within a USDA designated food desert
  • Trade area access: location on major street,
    interchange, highway and bus line
  • Egress/ingress: points of entry ease of
    entry/exit, truck loading
  • Site: orientation, expansion
    opportunity, zoning, environmental issues, neighborhood
  • Building: to accommodate desired square feet,
    overhead door, outdoor seating area, appropriate ceiling height,
  • Visibility and retail synergy
  • Ability to house both New Leaf Market and New
    Leaf Food’s events
  • Financial: cost per sq. ft., lease and purchase
    options, located in Tax Incremental Financing (TIF) district, and/or New Market
    Tax Credit (NMTC) eligible.

One question that’s been asked is what will happen to the buildings presently on these sites? Greyhound, who is a tenant in the 800 Cedar Street building, has been in contact with Green Bay Metro as an option for relocation. The present analysis of the 900 Cedar Street building is that it is no longer structurally sound and has experienced significant water damage. Moving the structure would not be advisable given the condition of the brick structure, yet harvesting some of the unpainted brick and hardwood floors appears to be an option.

Your contribution as member/owners is the foundation of this project. Thank you for sharing the vision with us.

Please use the opportunity of our site announcement to invite people you know to also become a member/owner of New Leaf Market.

Member-Owner Update

Hello Fellow Current and Future New Leaf Market Owners!

Here is an update on our progress as of September 2013:

1. We have secured a site with contingencies in the area of 800 & 900 Main Street!!  We are incredibly excited about our new location and working hard to take the steps necessary to finalize the details.  

2. Member-owners now top nearly 725!  (Thanks to Karen Early and all of the Membership and Marketing Committee and Arketype—our silent partner!)

3. We have kicked off our member-loan campaign as of Tuesday, September 17th.  Our goal is to raise $1,000,000 by October 31st. 

4. Capital campaign materials for the donor campaign are well under way.  Watch for more info on this in the near future. (Thanks to Pete Angilello and Diane Legomsky and the whole Fundraising Team!)

5. Three successful years of New Leaf Winter farmers market in support of the health of our community and the well-being of local farmers and artisan producers (Thanks to you and the many local vendors and to Downtown Green Bay, Inc. and Bellin Health as well as Wisconsin Public Radio, WLUK Fox 11, and WYDR The Drive (99.7))

6. Two professional Market Analyses (both show that the right downtown location can support a sustainable grocery cooperative)

7. Capital campaign materials and plan are well under way (Thanks to Pete Angilello and Diane Legomsky and the whole Fundraising Team!)

8. Current business plan and pro forma (Thanks to Marilyn Sagrillo and the whole Finance Committee!)

9. Positive responses from bank financers and the city of GB regarding external financing of the project.

10. Consultants from the National Co-op Grocers Association and Cooperative Development Services continue giving us professional advice on the business plan, pro forma, market studies, store location, board development, grocery store design and much more.

11. Wonderful support from individual donors and community organizations and businesses (Thanks to Downtown Green Bay, Inc.; Wisconsin Public Service; UW Brown County Cooperative Extension; Arketype; Bellin Health and so many others!)

12. We are working collaboratively with a new organization—New Leaf Foods, its mission--to provide education on healthy food and food systems and improve community food security—complements the mission of New Leaf Market.

Why I Joined New Leaf Market, Why You Should Too

It was a study in bounty and respect! As I unloaded beautiful oranges, bananas, apples, grapes, an array of lettuce, rich red tomatoes, yellow beets, and deep green beans, the colors and the shapes were a delight and stamped with confidence. Because they were purchased at an organic grocery, I knew they were grown pesticide-free, from the closest locations by trusted farmers. I also knew they would taste as good as they looked.


Since I was in Milwaukee, I took advantage of one of their organic stores with all this abundance. As I returned home, I felt deeply cheated because we don’t have this available . . . yet. Looking forward to the bloom of New Leaf Market Cooperative, I can’t wait for this kind of bounty to be ours in Green Bay! I can’t wait to not have to be concerned about what the chicken was fed or to be concerned about the additives injected into meats. As someone who loves to cook, I know that my artistic ventures will be so much better with untreated foods that are in a natural, not altered state.


New Leaf Market Co-op will evolve into a reality when there are enough members to launch the project. It is easy to put off joining since it is only now germinating, but now is the time to put our money where our mouth is. "I’ll send them a check when they’re closer to opening," is a natural reaction. However, the sooner you invest in a membership, the sooner we will all eat better, healthier and safer. So, please make it happen soon, please invest now!


Bon Appétit!

Susan Frost

Founding Member

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