A cooperative (co-op) is a business that is owned by and for the benefit of its OWNERS.

The Whole Earth Market Co-op is a natural, organic, and cooperatively owned grocery store located at 126 S. Main Street in River Falls, WI. The Co-op has been fostering a healthy, thriving community and generating positive social, economic, and environmental change for 50 years. The WE Market Co-op embraces diversity, equity, and inclusion. Everyone can shop and anyone can join.

8 Cooperative Principles

Voluntary & Open Membership: Everyone is welcome!
Democratic Member Control: No matter how much equity an Owner contributes, each Owner has only one vote, and therefore, equal say.
Member Economic Participation: You have to use your Co-op to get the benefits. Buy more, save more!
Autonomy & Independence: We may collaborate and cooperate with others, but we set our own policies, mission and effect we want to leave on our community.
Education, Training & Information: We love to help. Let us!
Cooperation Among Cooperatives: We offer help & ask for help from other cooperatives. We are all in this together to make this world a better place, starting in our community!
Concern For Community: Although a co-op needs to be profitable to remain in business, a co-op also exists to serve the community, not solely to make a profit for its shareholders.
Diversity, Equity, and Inclusion: Cooperatives believe we are stronger when a proactive effort is put forth to engage everyone in governance, management and representation.