Fresh Thyme Market is an American regional organic food supermarket chain based in Downers Grove, Illinois, with locations mostly throughout the Midwestern United States. The chain distinguishes itself by making natural and organic groceries accessible at affordable prices that fall between conventional supermarkets and premium specialty retailers. In 2023, Fresh Thyme was ranked number 13 out of 43 on Forbes’ America’s Best Midsize Employers in the Retail and Wholesale Industry Category and 218 out of 500 overall on the Forbes’ list. The company was also the recipient of WholeFoods Magazine’s Retailer of the Year award in 2022.
The company was founded in 2012 by Chris Sherrell with significant capital from Meijer Inc., which served as an investor providing initial funding without pursuing a full acquisition. In April 2014, Chris Sherrell opened the first store in his chain as Fresh Thyme Farmers Market in Mount Prospect, Illinois. This initial location served as the operational starting point, reflecting Sherrell’s vision to make healthy, natural foods accessible to Midwestern shoppers without the premium pricing associated with competitors like Whole Foods.
Retail Formats and Where It Operates
Fresh Thyme stores are intentionally small at approximately 28,000 square feet and are outfitted with low shelves and activities for children to make the shopping experience more convenient. The store design emphasizes produce, with a farmers market-style layout that places fresh items at the center of the shopping experience. Each location features a bakery, deli counter, meat and seafood department, and prepared foods section, along with vitamins, body care products, and a carefully curated selection of natural and organic groceries.
Each location features a bakery, deli, meat/seafood counter, health care products, and traditional grocery items with an emphasis on “natural” products. Approximately 70% of Fresh Thyme’s product assortment consists of natural or organic items, with the produce department featuring 85% organic availability, while meat and seafood departments offer 60% organic and natural options, and pantry items have about 50% organic options available.
In April 2014, Chris Sherrell opened the first store in Mount Prospect, Illinois. Two months later, Fresh Thyme opened its first Indiana store in Indianapolis. The opening of the first store in Ohio followed in July in Columbus. By the end of 2014, the chain had nine stores in the Midwest. In April 2015, the first Michigan store was opened in East Lansing. By August 2015, the company had 28 stores in Illinois, Indiana, Michigan and Ohio, with stores planned for Minnesota and Missouri. Fresh Thyme expanded east into Pennsylvania in June 2018 by opening two stores in the Pittsburgh area.
In September 2020, Fresh Thyme announced that it was withdrawing from the state of Nebraska by closing its remaining three stores after closing two stores the previous year. The closures left the company with 70 stores in 10 states. Stores operate in Illinois, Indiana, Michigan, Minnesota, Missouri, Ohio, and Pennsylvania. The company historically had a presence in Iowa, Kentucky, Nebraska, and Wisconsin but has contracted in some of those markets.
Company Background
Chris Sherrell, who founded Fresh Thyme Farmers Market in 2012 and was its first and only CEO, built the company from concept to opening. Sherrell brought more than 20 years of experience in the natural food and farmers market segments of supermarket retail. From 2003 to 2012, he was with Sunflower Farmers Market, first as COO and then as president and CEO, during which time it grew from one store to 44 locations throughout eight southwestern states (the company merged with Sprouts Farmers Market in 2012).
As the company began expanding shortly after the debut store, its headquarters were initially based in Phoenix, Arizona, but relocated in spring 2015 to Downers Grove, Illinois, to accommodate growing administrative needs. The company experienced rapid expansion in its early years, opening locations across multiple Midwestern states. By August 2015, the company had 28 stores in Illinois, Indiana, Michigan and Ohio. In September 2015, Fresh Thyme opened its first Minnesota store in Plymouth. By November 2015, two stores were opened for the first time in Missouri. In February 2016, the first store in Nebraska was opened in Lincoln, which is also the 30th store in the chain. This was followed a few weeks later by the opening of the first store in Iowa in West Des Moines. This was followed in a few weeks with the first store in Kentucky by opening of a store in Louisville, which is also the 36th store of the chain. In the following month, Fresh Thyme was able to enter Wisconsin by opening its first store in the state in Milwaukee. Fresh Thyme expanded east into Pennsylvania in June 2018 by opening two stores in the Pittsburgh area.
The aggressive expansion proved challenging to sustain. In 2019, the company closed under-performing stores in Dayton, Ohio; Louisville, Kentucky; Ames, Iowa; Grand Island, Nebraska; and Omaha, Nebraska. When founder and CEO Sherrell left the company in November 2019 and was replaced by Meijer executive Gerald Melville, the chain had expanded to 77 stores in 11 states. In August 2020, Fresh Thyme streamlined their image by changing their name to “Fresh Thyme Market” by getting rid of the word “Farmers” and removing the tractor from their new logo.
Melville retired in July 2022 and was replaced internally by vice president Liz Zolcak. By January 2024, the official number stores dropped to 70 stores across 10 Midwestern states after the closing of their first store in Mt. Prospect in August 2023. In September 2025, Fresh Thyme closed its Mishawaka, Indiana location.
Ownership, Structure and Financial History
Midwestern hypermarket chain Meijer is an investor in Fresh Thyme Market, with former Meijer executives serving on the Fresh Thyme board, but there was no additional corporate connection. Meijer Inc. has been a key investor in Fresh Thyme Market since the company’s founding in 2012, providing significant initial capital to support its launch and early expansion without pursuing a full acquisition. As part of the arrangement, Meijer secured seats on Fresh Thyme’s board of directors, allowing for oversight from an investment standpoint while maintaining operational independence.
For a number of years, the company’s chief executive officer was a former Meijer executive. In 2021, the organic food supermarket chain began to offer a “broad assortment of Meijer branded items”. The company remains privately held with Meijer as a major stakeholder.
Product Range and Store Brands
Fresh Thyme emphasizes organic and natural products while maintaining competitive pricing compared to conventional supermarkets. The chain carries a significant selection of private-label items under the Thyme Farms and other branded labels, covering produce, packaged goods, prepared foods, and specialty dietary products. The chain’s “Thyme Savings” weekly deals typically include 100+ items with discounts up to 50% off regular prices.
Shoppers consistently report finding organic produce at prices only 10-15% higher than conventional alternatives—significantly less than the 30-50% premium often seen at other natural food stores. The strategy focuses on grocery essentials and perishables rather than premium imported goods or extensive supplement selections. The stores cater to multiple dietary preferences, including vegan, keto, paleo, gluten-free, and vegetarian diets.
Fresh Thyme partners with third-party services like Instacart and Shipt for curbside pickup and home delivery. However, prices listed on these third-party apps are often marked up slightly compared to the physical in-store weekly ad to cover the delivery service fees. The company also operates a loyalty program offering digital coupons and personalized deals through its MyThyme app.
People and Workplace
Fresh Thyme Market has been investing in career pathing for its 4,000 team members and building a culture of ownership. In 2023, Fresh Thyme was ranked number 13 out of 43 on Forbes’ America’s Best Midsize Employers in the Retail and Wholesale Industry Category. The company emphasizes training and development, with managers focused on mentoring and career advancement opportunities for employees at all levels.
Fresh Thyme has built a reputation as an employer valuing employee experience alongside customer satisfaction. The company invests in registered dietitians and nutritionists on staff to support customer education and product development. Community engagement is integrated into employment culture, with team members encouraged to participate in local charitable initiatives and store-level giving programs.
Market Position and Competition
Fresh Thyme targets a health-conscious but value-driven Midwest consumer. Their stores combine the natural and organic assortment of a specialty grocer with the pricing philosophy of a conventional supermarket. The chain competes directly with Whole Foods Market on product quality while undercutting on price. It also competes with Sprouts Farmers Market and regional natural grocers, though it maintains lower prices than most premium organic retailers.
Fresh Thyme’s overall basket price sits approximately 15-20% below Whole Foods Market but about 5-10% above conventional supermarkets like Kroger or Meijer. This positioning allows the chain to attract shoppers transitioning from conventional groceries while offering better value than premium natural food chains. The model works best in mid-sized metropolitan areas and suburban communities rather than high-density urban cores or rural areas, where its value proposition faces different pressures.
Notable Developments and Outlook
Fresh Thyme has focused on refining its portfolio and optimizing operations after experiencing rapid expansion. The closure of underperforming locations in 2019 and 2020, particularly in more distant markets like Nebraska, reflected the company’s shift toward more selective site development. The 2020 rebranding—dropping “Farmers” from the name and updating the logo—signaled an evolution in brand positioning to appeal to a broader audience while maintaining commitment to fresh, local, and organic products.
Under President Liz Zolcak’s leadership from 2022 onward, the company has emphasized three core pillars: quality, experience, and community. Fresh Thyme has been expanding donations of quality unsold products, ensuring adequate food reaches the tables of families who need it most. The program reinforces the brand’s broader mission of nourishing neighbors and building stronger, healthier communities. The company continues to support Feeding America and Vitamin Angels through customer donation programs.
The chain has invested in digital capabilities and omnichannel retailing, partnering with third-party delivery services to reach customers beyond traditional store visits. Fresh Thyme maintains a disciplined approach to expansion, prioritizing locations with demonstrated customer demand for affordable organic products and adequate supply-chain logistics. As of 2024, the company operated approximately 70 stores across 10 Midwestern states, focusing on sustainable, profitable growth rather than rapid expansion.
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