Grass Roots gets two stars for being a mom and pop. The minus three stars is due to: 1) ABSURDLY high prices (much higher than Wholefoods "because it's remote" so I was told) 2) tiny and cramped with a very biased selection 3) in an invconvenient location a few miles out of town 4) spreading propaganda about certain products based on personal preference and higher profit margin on lower quality or less beneficial products In short, a greedy, self-serving mom and pop that does not care about its customers. Know what you want and why or possibly be subjected to misinformation, and call before you go because what you want may need to be ordered. They also sometimes close early (typical in Eagle River). Another case of professionalism and decent customer care tossed under the bus. You'll find better prices and selection, more help and less bias at Golden Harvest in Rhinelander. The gas spent is easily recovered by price differences between the two stores.