Natural Grocers to Bring New Jobs and Organic Options to Rock Springs

ROCK SPRINGS, WY – January 02, 2026 – Natural Grocers is set to make its Rock Springs debut this spring, bringing a new option for organic groceries and a significant number of jobs to the community. The family-operated retailer announced plans to open its third Wyoming store in the White Mountain Mall, a move that signals confidence in the state's market and promises to reshape the local retail environment.

Ahead of the grand opening, the Colorado-based company is hosting a community meet-and-greet on January 13, followed by a two-day hiring event on January 14 and 15. These events aim to introduce the company's unique culture and fill numerous roles for the new store, which will occupy a space in the city's central shopping hub.

Founded in 1955, Natural Grocers has expanded to 168 stores across 21 states, built on a foundation of strict product standards and a deep commitment to its employees and communities. The expansion into Rock Springs is part of a disciplined growth strategy targeting what the company identifies as "underserved health-conscious markets."

A New Economic Engine for Rock Springs

The arrival of Natural Grocers represents a significant economic development for Rock Springs, promising not only new jobs but also a new standard for employee compensation and benefits in the local retail sector. The company will hold its hiring event from 10 a.m. to 4 p.m. on January 14 and 15 at the Holiday Inn Rock Springs, seeking to fill a wide range of positions from management to cashiers.

A look at the advertised wages reveals a compensation strategy that stands out in the regional market. The Store Manager position is listed with an annual salary of $79,000, a figure that is substantially higher than the average for retail store managers in Rock Springs, which typically ranges from $48,000 to $75,000 depending on experience. Similarly, the Nutritional Health Coach role is offered at $23 per hour, a competitive rate that surpasses national averages for similar positions.

Beyond the base pay, the company's 'Commitment to Crew'—one of its Five Founding Principles—translates into a distinctive benefits package. Employees, referred to as "good4u Crew," receive 'Vitamin Bucks,' which provide an extra dollar per hour worked as in-store credit. Another unique perk is birthday bonus pay, a tradition started by founder Margaret Isely, granting employees a full day's wages on their birthday. These benefits are coupled with store discounts of up to 30 percent and comprehensive health insurance for full-time employees. This employee-centric model is backed by significant investment; in fiscal year 2025 alone, Natural Grocers invested over $16 million in incremental compensation and discretionary payments for its crew of more than 4,000.

Reshaping the Local Grocery Landscape

Natural Grocers' entry into Rock Springs comes at a pivotal moment for the city's grocery market. The current landscape is dominated by established players like Smith's Food and Drug, Albertsons, and Walmart. However, this ecosystem is facing potential disruption from the proposed merger of Kroger (Smith's parent company) and Albertsons. The Rock Springs Albertsons location has been named in a list of stores proposed for divestiture as part of the merger deal, creating uncertainty about its future ownership and the level of competition in the local market.

In this context, Natural Grocers arrives as a new and distinct competitor, guaranteeing more choice for consumers. The retailer differentiates itself not by trying to be everything to everyone, but by adhering to rigorous quality standards that are rare in conventional supermarkets. The company sells only 100 percent USDA-certified organic produce, 100 percent pasture-raised dairy, and 100 percent free-range eggs. Its shelves are free of products containing artificial flavors, preservatives, sweeteners, and hydrogenated oils, a commitment that has defined its brand for nearly seven decades.

This focus on a curated, high-quality inventory provides a clear alternative for shoppers increasingly concerned with ingredient transparency and food sourcing. By occupying this niche, Natural Grocers is not just adding another grocery store; it is introducing a new category of food retail to the Rock Springs community.

Tapping into Wyoming's Growing Health-Conscious Market

The decision to expand into Rock Springs reflects a broader, successful strategy for the company. While Wyoming's overall grocery market has seen modest contraction in recent years, the demand for natural and organic products continues to climb nationwide. Natural Grocers has effectively capitalized on this trend by expanding into smaller and mid-sized cities where this demand is present but often unmet by existing retailers.

Wyoming presents a unique opportunity. The state has a high per capita income but a relatively low number of retail stores per capita, suggesting untapped consumer potential. Furthermore, reports have indicated that a significant number of Wyoming residents lack reliable access to affordable, nutritious food. Natural Grocers' model, which pairs its high-quality standards with an "Always Affordable" pricing commitment, directly addresses this need. The company's strong financial performance, including an 8.9% growth in comparable-store sales in the second quarter of fiscal 2025 and plans to open six to eight new stores in 2026, provides the foundation for this confident expansion.

Before the hiring blitz, the company will first introduce itself to the community. A Meet-and-Greet is scheduled for Tuesday, January 13, from 4 p.m. to 6 p.m. at the Holiday Inn Rock Springs. This event offers residents a chance to learn about the company's history, its founding principles, and its vision for the new store. As spring approaches, the community anticipates not just a new place to shop, but a new partner in the city's ongoing economic and wellness journey.