This article is part of our Restaurant series, featuring remarkable independent restaurants that embody Healthy Anywhere standards and sensibility.

In a world where big-box retailers and grocery giants dominate the food landscape, independent markets fight to survive. But in Oakland, Rocky’s Market has built something rare—a grocery store rooted in community, resilience, and sustainability.

More than just a place to shop, Rocky’s is a gathering place, an incubator for local artisans, and a champion of real food. And now, in the face of challenges, it needs the community’s support more than ever.

We sat down with co-owner Corinne Kinczel for an exclusive interview to learn more about how she and her husband Brady have cultivated a market that puts Community at the core of its mission, in addition to providing high-quality groceries and meals.

🎥 Watch our exclusive interview with Corinne Kinczel! (Video embedded below)

A Store Rooted in Community

From the beginning, Corinne and Brady wanted Rocky’s Market to be far more than a place to grab groceries. It’s a gathering space, a hub where neighbors connect, where families meet, and where small businesses and local artisans find a platform to share their work. The market brings people together through multiple ongoing community events, from food truck festivals to mind-body-soul fairs, and more.

Rocky’s further prioritizes community partnerships by sourcing from local farmers and artisans, supporting a truly sustainable food system.

Rocky’s also offers home-cooked, comforting meals every Friday evening at the Two Local Girls Counter, prepared with high-quality, locally sourced, and sustainably produced ingredients.

During the summer months, Corinne hosts sound healing sessions in the Redwoods, creating a unique opportunity for relaxation and community bonding.

“I love planning events and bringing people together, we’ve hosted everything from new mom meetups to performances by the Pacific Boy Choir Academy. We even had a documentary screening recently for ‘In the Dirt’, a film about bringing mountain biking to the Navajo Nation. Community is everything to us.”

Corinne Kinczel

Don’t miss the Resources & Show Notes mentioned at the bottom of this article!

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Mission vs Profit: The Challenge of Running an Independent Grocery Store

Unlike major corporate grocery chains, Rocky’s operates with a mission-first mindset—yet that comes with its own set of challenges. One of the biggest decisions Corinne made early on was to source only 100% organic produce, despite the higher costs.

“I had a visceral reaction every time I had to order conventional produce, I just couldn’t do it. I believe people should have access to the cleanest, healthiest food possible.”

That commitment to quality means customers can trust that every fruit and vegetable at Rocky’s is organic. But organic sourcing is just one of the many financial challenges small businesses like Rocky’s face daily.

Hidden Costs Most People Don’t See

Running a small, independent market requires navigating a maze of costs, from operational overhead to fluctuating supply prices and even unexpected civic projects.

Fair Pricing Challenges: Many assume that bodegas and small local grocery stores are overpriced, but Rocky’s actively works to keep prices fair. “People think we charge more because we’re independent, but in reality, we often sell at cost just to make organic, high-quality food accessible,” Corinne said. “We see it as our responsibility.”
Construction & Traffic Disruptions: For months, a major ongoing city construction project has severely impacted Rocky’s foot traffic. “There’s a bridge that connects us to the main street, and when they have traffic control up, it really affects our sales,” Corinne shared. While the seismic retrofit work is necessary, it has created an unexpected strain on the business.
Sky-High Utility Bills: Rocky’s operates on razor-thin margins, and their PG&E bill alone tops $8,000/month—mostly for refrigeration. Their dream? Solar power to cut costs and go even greener.

Supporting Independent Markets (like Rocky's) means Supporting Your Community

At a time when independent markets struggle to compete with national chains, places like Rocky’s rely on their communities more than ever. When you shop at places like Rocky’s Market, you’re supporting a more sustainable local economy by supporting a business that truly cares about its customers, its farmers, and its community.

For those looking to help, the best way is simple: shop local. Visit Rocky’s Market, attend an event, and spread the word about the power of choosing independent, community-driven businesses over corporate conglomerates.

“We’re just trying to do the right thing—provide real food, support local farms, and keep this a place where people feel connected.”

Corinne Kinczel

A Deep Commitment to Youth and the Arts

Beyond providing organic food and a welcoming space, Corinne and her team continuously find creative ways to pour into the community—especially the youth. At a second location they once operated in Brooklyn Basin, Sunday afternoons featured ‘Junior Jazz,’ where kids could come and play music together, fostering confidence and creativity. One of their most meaningful projects was a mural contest in collaboration with the Oakland School for the Arts.

High school students were invited to submit designs inspired by an old photograph of the building, and out of nearly 60 entries, a 17-year-old’s vision was selected. A professional muralist then brought the student’s artwork to life, transforming the wall into a vibrant tribute to history and local talent.

Check out the photos of both the original inspiration and the final mural!

What’s Next for Rocky’s?

Despite the hurdles, Corinne and Brady are looking to the future with optimism. Corinne is launching a new project focused on showing people where their food comes from, bridging the gap between farm and table. And they will continue to bring people together for community food trucks and events.

With this kind of vision and passion, we hope that Rocky’s Market will continue to be a staple of the Oakland community for years to come.

“We’ve lost so much connection to our food, I want to take people on that journey, show them the farms, the hands that grow our food, and why sustainable choices matter.”

Corinne Kinczel

Want to support independent markets like Rocky’s?

🛒 Shop small. 🍎 Choose organic. 📢 Tell a friend and Spread the word. Because independent markets survive only when we show up.

Every dollar spent at places like Rocky’s keeps real food, real farms, and real community alive. 🫶

And if you’re looking for more places like Rocky’s, explore the Healthy Anywhere app—your guide to discovering the best independently owned, values-driven markets and eateries near you.

Don’t miss the show notes below with Corinne’s recommended resources and must-watch documentaries.

Discover More Places Like Rocky’s with the Healthy Anywhere App

Looking for more markets and eateries committed to fresh, organic, and sustainably sourced food? The Healthy Anywhere App helps you find top-tier, independently owned spots that align with your values—whether you’re at home or traveling.

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