Meet Alison Steele of Niwot Market

Today we’d like to introduce you to Alison Steele.

Alison, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My grandfather, Merrill Steele, started the store in 1942, on Oak Street in Fort Collins. It was called Steele’s Market at the time. As the business grew, my grandfather bought another store on Mountain Ave. My father, Robert Steele, worked for my grandfather since 1957, when he was seven years old. After my grandfather passed in 1978, my father took over the business and grew it to over seven stores throughout the front range.

Due to a changing world and powerful grocery stores we had to fill bankruptcy in November 2001. I don’t think my father could have worked for anyone else so in 2002 my twin sister, my brother, myself and my father and some of our closest family friends, who are no longer investors re-bought the Niwot location and called it Niwot Market. I remember my dad saying I may never see the money again, and I said that was ok. My brother, and dad I and I run the store together. We have had Niwot Market for almost 18 years in March 2020.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The grocery business is not an easy business The buying power is extremely hard to compete with. Over the years we have struggled. 2008-2012 were tough years. As time as gone on, we have developed a nitch and have a lot of loyal customers. Although beginning competitive is extremely hard. Especially when trying to match the pricing of large grocery stores. Every time they build a new grocery store in Boulder or Longmont we feel the heat. After amazon bought whole food we saw a decline in our sales. I think though that customers are beginning to come back and shop with us. The one thing that we try so hard to do is have excellent customer service and get and do things for customers that the big guys can’t do or won’t do.

Niwot Market – what should we know? What do you guys do best? What sets you apart from the competition?
We have a deli that makes homemade meals everyday and homemade soups, the chicken pot pie and enchiladas are for sure our specialty. We have a large lunch and breakfast following because of our sandwiches and breakfast options. We try to source mostly organic and local produce when we can. My dad is very particular about the produce that he sells. The store works with local farmers throughout the summer and we always choose local produce over other produce even if we have to pay more. The quality is so much better and our customers like that, We also roast our own coffee and make homemade sweet bread, brownies, cinnamon rolls and granola. Our grocery department has a lot of organic and gluten-free products. Special orders are always welcome and I try hard to get customers what they want so they can come here and not go into Boulder or Longmont.

We do sponsor several community events for the town. We do two pancake breakfasts a year one on the 4th of July and one the day before Easter. The money we raise goes to something in the town depending on what is decided by the town. We are always working with the high school and elementary school in town to help with fundraisers and making meals for their sports teams. We have a summer event from memorial day to labor day called the Friday Night Dinner. It has become so popular that we sell out almost every Friday. The deli makes a buffet dinner, that changes every week. Sometimes it is Mexican, Steak, fried chicken, it always changes. The customers sit outside on our patio and eat and listen to live music. It has become an event that brings people from all around the front range. Our deli has really become popular and we cater to many events around the area from graduation parties, to work parties and even wedding.

I think the most important thing that sets us apart is that the store is owned by a family. We have developed relationships with our customers and we know about their lives. We have established friendships with our customers. Some of the customers come in 2 to 3 times a day, I know their names their children’s names, their struggles and their happiness. I think it is really special that people come to the store not just to shop but to see our family and talk.

What is “success” or “successful” for you?
Of course, making money is going to be one thing that defines success. It shouldn’t be important but it is. What defines success for me would be having the respect of the community and knowing that you are helping people and there for people. Knowing that you are running your business in an honest way. My father always says never get complacent, meaning never get too cocky. Things are always changing in this business and it is important to adapt to those changes. Always continuing to change with the world means you are being successful.

Contact Info:

• Website: www.niwotmarket.com
• Phone: 3036520919
• Email: alison@niwotmarket.com
• Instagram: niwot market facebook

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