At Deep Roots Market, you — our Owners — are the foundation of everything we do. Your dedication, participation, and shared values have allowed us to serve the Greensboro community for 50 years with integrity, local ownership, and a strong cooperative spirit.
As many of you know, Deep Roots Market operates under a set Cooperative Principles which guide cooperatives around the world:
- Voluntary & Open Ownership
- Democratic Owner Control
- Owner Economic Participation
- Autonomy & Independence
- Education, Training & Information
- Cooperation Among Cooperatives
- Concern for Community
- Diversity, Equity & Inclusion
These principles ensure that we remain locally controlled, locally invested, and deeply connected to the well-being of our community. Every Owner share represents not just equity in a store, but a personal investment in the health of our local economy, sustainable food systems, and community development.
Why an Increase is Needed
Since the late 1980s, the cost of an ownership share at Deep Roots Market has remained steady at $100. If that share price had simply followed inflation, it would now be approximately $270. While we have managed to keep ownership accessible for decades, the costs of operating a thriving, community-owned business, from infrastructure and capital improvements to vendor support and staff development, have continued to rise.
In a recent Owner survey, 86% of respondents expressed support for increasing the ownership share price to better reflect today’s economic reality while maintaining the financial health and sustainability of the Co-op. After careful consideration, and with input from you, our Owners, the Board of Directors has approved an increase:
Effective January 1, 2026, the cost of a Deep Roots Owner Share will increase from $100 to $160.
Important Notes:
- This increase only applies to new Owner shares purchased on or after January 1, 2026.
- Current Owners who have already purchased a share remain fully vested at the original $100 share price.
- This decision allows us to maintain fiscal responsibility while continuing to provide the high-quality products, community programming, and cooperative values you expect from Deep Roots.
Staying True to Our Mission
This modest increase reflects our responsibility to maintain a viable business model while remaining accessible and inclusive. Unlike many businesses, Deep Roots Market is not owned by outside investors or distant corporations, we are owned entirely by our local community.
By strengthening our capital base through updated share pricing, we can continue to:
- Support local farmers, producers, and artisans.
- Maintain and improve our store facilities.
- Offer education and outreach programs.
- Preserve the unique cooperative model that makes Deep Roots special.
- Sustain long-term stability for future generations of Owners.
On behalf of the Board of Directors, thank you for your continued trust, engagement, and ownership. Together, we will continue building a strong, resilient, and community-centered Deep Roots Market.
If you have any questions or would like more information, please don’t hesitate to contact us or attend one of our upcoming Owner meetings.