25 Years of Health & Wellness
25 Years of Health & Wellness:
The journey of Pilgrim’s Market in Coeur d’Alene
BY HANA-LEE SEDGWICK
PHOTOS COURTESY OF PILGRIM'S MARKET
In recent years, ‘organic’ and ‘natural’ have become buzzwords in our modern food system — to many health-conscious consumers, they’re now a standard. However, long before these terms were mainstream, Joe and Sarah Hamilton were on a quest to make organic, natural products more accessible to the Coeur d’Alene community.
In 1999, a time when ‘organic’ was far from commonplace in North Idaho’s grocery scene, the Hamiltons embarked on a journey that would help redefine natural living in Coeur d’Alene. Guided by their vision of making a difference in the community and by sharing their passions for natural foods and socially-responsible living, they founded Pilgrim’s Market. Today, 25 years later, Pilgrim’s is a mecca for natural and organic foods, and a shining example of what it means to thrive as a homegrown, locally-owned market amidst the ever-growing presence of corporate grocery chains.
Of course, one step inside and it’s easy to see that Pilgrim’s is much more than just a place to buy organic groceries. From its humble origins in a modest 1,200-square-foot space, Pilgrim’s Market has since transformed into a 25,000-square-foot hub for health and wellness, offering organic produce, quality supplements, wine and beer, gourmet cheeses and grab n’ go items — the latter of which are made in-house with ingredients grown on Pilgrim’s own organic farm.
Part of the secret to their success is that the Hamiltons began with a clear vision—a vision that still guides their family business today. From the start, their goal was to build a financially sustainable company that served health-seeking customers while fostering a rewarding work environment for employees — a win-win-win philosophy. As such, every decision made, from product selection to community impact, is guided by three pivotal questions: Is it healthier? Is it local? Is it organic or natural? These questions form the cornerstone of the market’s mission, weaving together the threads of health, community and environmental stewardship into a viable and ethical business.
This dedication to sustainable wellness is not only evident in the range of items on the shelves, but also in the unique way products are sourced and created.
“Over the years, we’ve maintained a commitment to quality over quantity,” says Joe Hamilton. “Constantly asking ourselves how we can improve our healthful offerings, how we can have a more positive impact on our community, and how we can find new ways to grow conscientiously has led to the creation of some incredible internal programs, including our ‘Made Right Here’ and ‘Grown Right Here’ initiatives.”
Indeed, the innovative 'Made Right Here' and 'Grown Right Here' programs truly set Pilgrim's Market apart. True to its name, the ‘Made Right Here’ (MRH) symbol signifies an item was made from scratch at Pilgrim’s. In fact, there are over 700 MRH items, accounting for a whopping 20% of all sales.
“Shopping at a locally-owned and locally operated store like ours keeps more money in our community, which strengthens the economy, but buying products made right here directly supports local jobs,” explains Hamilton. “Our MRH items create two to three times more jobs than any national brand we sell. Plus, our MRH products are guaranteed to be fresher than something that’s traveled hundreds, if not thousands, of miles.”
Included in MRH is a separate line of plant-based, fermented products known as Cultured Mama. Launched ten years ago, Cultured Mama was established to showcase the versatility of plants and vegetables, particularly as an aid in supporting gut health. Today, Cultured Mama is a thriving part of Pilgrim’s business, featuring over 80 plant-based (and primarily vegan) products — from hummus and hot sauces to health tonics and cashew-based “cheesecakes” — all made in-house by a team of moms and all exclusively sold at Pilgrim’s.
The ‘Grown Right Here’ (GRH) symbol adds another layer to Pilgrim’s healthy living narrative. This symbol quite literally means that an item (or some of its ingredients) was grown on-site in the market’s own urban farm. Planted in 2017, the certified organic farm sits behind the building, where it stands as an emblem of the team’s commitment to sourcing fresh, organic produce.
“We’ve got everything from lettuce and peppers to tomatoes, strawberries, and horseradish. We even converted an old shipping container into a dedicated space to grow our microgreens,” shares Young Bennett, Farm Manager. “Everything we grow is used in-house, which is why we don’t contribute to a CSA or farmers’ market. If something’s not being utilized for our MRH prepackaged to-go offerings or our salad bar, then it’s being used in our Cultured Mama products, our MRH soaps, or our new line of jarred products, including salsa, marinara, chili crunch and spice blends.”
While the current farm is situated on a quarter acre, an expansion onto three more plots is already in process. “We’re excited to expand our farm program, and will be inviting people to enjoy the space through private events and the continuation of our farm tours,” adds Bennett. “Our urban farm is an important aspect of the business, and our small farm team is excited to keep improving and growing.”
Also in the works: growing hops, which will be destined for Pilgrim’s own line of beer and cider. “We already have a reusable glass program, where customers can bring back their Cultured Mama glass jars to receive money back, but we’re thrilled to expand upon this with the launch of our own line of beer, cider, and functional beverages,” says Hamilton. “We’ve purchased a building across the street, which will become our beverage production space for alcoholic beverages, along with non-alcoholic drinks such as cold press juices and botanically infused tonics.”
It’s clear that Pilgrim’s Market is much more than a destination for natural foods; it's a beacon for those living or seeking to live a more sustainable, enriching lifestyle, and a testament to the power of believing that every small step can lead to a significant impact.
“We like to say that everything we do, from MRH to our organic farm to our reusable glass program, testifies to our commitment to being as local, sustainable, and health-conscious as possible,” shares Hamilton. “Which is why when we consider growth, we take a mindful approach. Ultimately, we aim to be a store that’s unlike any other, that’s doing great things for the right reasons.”
Today, Pilgrim’s Market stands as a vibrant embodiment of the path Joe and Sarah Hamilton embarked upon a quarter-century ago. While Sarah's career in aesthetics means she is less involved in the day-to-day operations, Joe, alongside a dedicated team of 135 employees, continues to steer this ever-evolving venture. In a way, these past 25 years have been their own pilgrimage — a purposeful journey towards fostering a healthier, more sustainable future, and we can’t wait to see what the next twenty-five years hold.