Fresh Thyme Embarks on a New Chapter

Fresh Thyme Embarks on a New Chapter: Celebrating 10 Years with Community, Quality, and Innovation

As Fresh Thyme Market celebrates its 10th anniversary, the company reflects on its journey and growth, marking this milestone with a unique way to honor its roots in community engagement. The Illinois-based retailer decided to celebrate by holding a 10th Birthday Cake Contest, inviting local bakers from across its 10-state footprint to create a cake that encapsulates the essence of Fresh Thyme’s mission: fresh, healthy, and community-driven.

In July, Fresh Thyme announced the winner of the contest, Crystal Stanley, owner of Crystal Kitchen in Bloomington, Illinois. Stanley’s winning cake was chosen for its embodiment of the brand’s values, and she will receive a $5,000 prize and mentorship from industry experts, along with a $5,000 donation to the Eastern Illinois Foodbank in her honor. Liz Zolcak, President of Fresh Thyme Market, shared her excitement, saying, “We were blown away by the creativity and dedication each semifinalist brought to this competition, demonstrating how Fresh Thyme sparks inspiration in the kitchen with healthier options.”

This cake contest is just one part of Fresh Thyme’s renewed focus on its value proposition, which has evolved in the years following the pandemic. The retailer has refined its brand promise, now highlighting three core pillars: quality, experience, and community. These pillars reflect the company’s dedication to offering high-quality, innovative products, creating an exceptional shopping experience, and fostering strong community relationships.

Fresh Thyme’s dedication to quality is more than just offering fresh products; it also involves curating an assortment that reflects the local community. According to Zolcak, “It’s about having a curated assortment that reflects the customer and the markets we’re in, ensuring every item in our store stands for quality, with clean ingredients and great local products.” The company’s commitment to working with local suppliers goes beyond shelf space; it also involves mentoring these suppliers to help them navigate distribution channels and connect with other retailers.

The retailer’s quality offerings extend to its curated selection of limited-time offerings, such as the exclusive Lori Anne peaches that were showcased in Fresh Thyme stores in July. These seasonal offerings provide a “surprise and delight” experience for consumers while reinforcing Fresh Thyme’s commitment to fresh, local produce.

Looking ahead, Fresh Thyme aims to continue expanding its role in the communities it serves, ensuring that its promise of quality and community engagement remains at the forefront as the company enters the next chapter of its growth. With 70 stores and a focus on local relationships, Fresh Thyme’s renewed strategy promises to inspire healthier futures for its customers, offering them more than just groceries — it’s about providing meaningful connections to their local food systems and building a sense of community.