New Leaf Community Market opens in Vintage Hills Center at 10 a.m. today

Store specializes in organic foods, many of them locally grown

New Leaf Community Market will open its new store at 10 a.m. today in the Vintage Hills Shopping Center at 3550 Bernal Ave.

The Santa Cruz-based grocer has taken over space once occupied by Romley's Supermarket, which closed in the 1990s. The building has been empty ever since until a new shopping center property owner began an aggressive marketing campaign and caught the interest of New Leaf partners Scott Roseman and Rex Stewart.

Both will be there Wednesday morning along Mayor Jerry Thorne and representatives of the Pleasanton Chamber of Commerce for an opening Day ceremony.

The public is invited to the grand opening, with the store opening to shoppers after a ribbon-cutting.

New Leaf is an independently owned grocer that features locally grown organic foods.


Posted by Whoo hoo!, a resident of Castlewood
on May 15, 2013 at 8:32 am

Could the ghost town be a ghost no longer?! Can't wait to check it out!

Posted by Cholo, a resident of Livermore
on May 15, 2013 at 10:04 am

we'll just have to see...if it doesn't cater to seniors, i'm not interested...

i rest my case!

Posted by Resident, a resident of Another Pleasanton neighborhood
on May 15, 2013 at 10:16 am

I have been to the one in Santa Cruz, it's a great store, like a mini Whole Foods. I am glad there is one opening here in ptown!

Posted by John, a resident of Another Pleasanton neighborhood
on May 15, 2013 at 2:25 pm

And just how does a small supermarket "cater to seniors"?

Looking forward to this store. I will certainly shop there instead of at Safeway or WalMart... But it will be interesting to see if it gets the kind of patronage that will let it survive in P'ton.

Posted by Cholo, a resident of Livermore
on May 15, 2013 at 5:05 pm

Discounts for Seniors! Regular 50% off on certain items monthly!

Hire seniors capable of working.

Provide wheelchair access. Offer disabled seniors assistance when they can't reach items. Some senior's need to use a toilet more often. Make a restroom available.

I'll check out everything and then hand out flyers all over your fair city if prices are unreasonable and there is no assistance for frail seniors handicapped citizens. Discounts for veterans.

i rest my case...

Posted by Cholo, a resident of Livermore
on May 15, 2013 at 5:06 pm

money talks...seniors, don't patronize this store if your shopping needs are ignored.

Posted by Joyce , a resident of Country Fair
on May 15, 2013 at 6:14 pm

And with that comment our very own "Cholo" just summed up the entire free market capitalistic business model.

Whether they fail or succeed will be entirely on behalf of their supporters or detractors.

While I personally do not support or shop at Whole Foods their business model is what New Leaf is striving to imitate and from my experience this afternoon they are almost spot on. Including their pricing. If an abundance of organic, natural, bulk and boutique grocery items are what you covet, this store will be welcome and local alternative to Whole Paycheck. If you are Cholo, I'll see you over at Grocery Outlet.

Posted by Truthteller, a resident of Ruby Hill
on May 15, 2013 at 7:04 pm

While the prices are reflective of sustainable agricultural practices, the BIG difference between Whole Foods and New Leaf is:

"New Leaf's mission, to nourish and sustain our community, is reflected in the 10% of profits given annually to support local non-profits working to improve the quality of life. New Leaf is committed to offering customers choices that have the most beneficial impact on their health, and the health of the environment. Helping customers make informed decisions is an integral part of this commitment. "

Whole Food does NOT give 10 percent of annual profit to the local all goes to shareholders that own stock.
Whole Foods is privately held.

That is a huge difference and since we vote with our dollars, I am voting to sustain my community.

Posted by Stella, a resident of Kottinger Ranch
on May 15, 2013 at 8:03 pm

I agree with cholo (for once) ok maybe more then once.

I noticed several aisle today two people with shopping carts couldn't ge throut-let along a wheel chair and a cart. OHOH the ADA will be there in a heart beat if Cholo sees this.

Posted by Map, a resident of Del Prado
on May 15, 2013 at 8:27 pm

Great store, place was packed this a .m. Lots of choices, nice produce section, prices not bad. A welcome addition to our town, took awhile but worth the wait, storefront has been vacant for 15 years!!!!!

Posted by P-towner, a resident of Another Pleasanton neighborhood
on May 15, 2013 at 11:49 pm

teller, here's the Truth. When NASDAQ opened today, Whole Foods opened at 102., and closed at 103.....doing very nicely, thank you.
..and that is the Truth, teller. I guess you need some fact checking
And WF has huge companywide charity projects. I have a family member who works there, started during college, two years ago, and has had several promotions since4.

Posted by Truth Teller Tells Lies, a resident of Vineyard Avenue
on May 16, 2013 at 6:31 am

Hey "Truth Teller" you're an idiot and couldn't be more incorrect. Check your must work at New Leaf.

Posted by Younger than Cholo, a resident of Vineyard Hills
on May 16, 2013 at 6:34 am

Hey Cholo you sound like one of those angry old farts! lol

Posted by Claudette , a resident of Another Pleasanton neighborhood
on May 16, 2013 at 11:39 am

I checked it out yesterday and it was pretty busy as expected. Everyone is checking out the new addition to the neighborhood, so it was packed and will die down a bit later and become a smooth operation for those that want what they have to offer.

It's a great addition to what was once an empty hole in the neighborhood, and hopefully it will trickle down and help the other merchants that have businesses there as well.

Posted by Cholo, a resident of Livermore
on May 18, 2013 at 6:31 pm

I'm a savvvvvy shopper. I maintain a wonderful veggie garden! When I eat meat, I roast goat/sheep. luv poached fish.

Sharing food with other seniors is a part of my social life.
One of my favvvvvve dishes is a tortilla de siete gustos! yum yum plenty!!!

I luv to follow national politics!

Posted by Cholo, a resident of Livermore
on May 18, 2013 at 6:33 pm

gotta tell you this: tortilla de patata...a dream come true
potato pie...yum yum!!!

Posted by Cholo, a resident of Livermore
on May 18, 2013 at 6:36 pm

patatas...saved by the bell!

Posted by Cholo, a resident of Livermore
on May 19, 2013 at 5:50 pm

I meant to say potatoe

Posted by D, a resident of Another Pleasanton neighborhood
on May 22, 2013 at 10:32 am

If you have champagne tastes but a beer budget...this isn't the place for you. It's going to cater to the rich surrounding neighborhoods. Hope it lasts...

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