A proposal to bring the national retailer Grocery Outlet into the former Rite Aid building on Main Street is now under review by the Planning Commission and a public hearing is expected soon.
Sebastopol is the kind of small town where locals and visitors stroll downtown, browse locally owned shops, linger over a good meal, and maybe stop for a famous cookie or some ice cream before heading home.
That character didn’t happen by accident. It was built over decades by a community that chose local over generic, independent over corporate, and connection over convenience.
Sebastopol’s uniqueness comes from the creativity of local entrepreneurs, the hard work of farmers, and a shared commitment to independence and authenticity.
Today, that legacy and the Sebastopol General Plan are being tested.
The Grocery Outlet proposal does not support the vision Sebastopol has already adopted for its downtown through its General Plan, its economic vitality policies, and decades of community decisions to grow a locally rooted economy.
The stakes are high. This is not one building or one business—it is about Sebastopol’s identity and the long-term economic resilience of downtown.
Economic Vitality Is Local Community Vitality
Sebastopol’s economy is a local ecosystem.
Independent grocers, restaurants, and small businesses:
When that system weakens, the change is gradual—but real. And what follows is:
Where you spend your money shapes Sebastopol.
This is not just a values argument—it is measurable.
A 2025 economic impact study by Economics Professor Robert Eyler found that locally owned, locally sourcing grocers create significantly more economic activity in our region than national chains.
The Local Multiplier Effect
For every $100 spent at Oliver's Market:
Why?
Locally owned businesses are more likely to:
This keeps dollars circulating in Sebastopol and throughout Sonoma County instead of “leaking” out to distant corporate headquarters and supply chains.
Shopping local supports more than one store. Shopping local strengthens our entire local economic ecosystem through jobs, tax revenue, and business growth.
Source: Economic Impact Study compiled by Dr. Robert Eyler, Economic Forensics and Analytics
View the entire 2025 Eyler Local Economic Impact Study
7 grocery stores already serve Sebastopol within three miles of downtown.
Sebastopol’s grocery landscape reflects the values of our community. It is local ownership, fresh food, and personal connection. Within a short distance of downtown, residents already have a wide range of options.
The majority are locally owned, and the few national brands have long been part of the community, before the 2016 General Plan and the Formula Business ordinance.
Adding another store does not create new demand in a marketplace like Sebastopol. Instead, it often leads to what retail planners call inter-business cannibalization—when too many similar businesses compete for the same customers, dividing existing spending among more stores.
Sebastopol’s General Plan lays out a clear economic direction for the city through 2035.
It includes policies that call for:
Strengthening locally owned businesses
Economic Vitality Element (EV), Goal EV-1: “Support existing and locally owned businesses as a foundation of the local economy.”
Supporting small business diversity
EV Element, Policy EV-1.2: Encourage a diverse range of locally serving businesses to promote economic resilience and vitality.
Encouraging residents and visitors to shop local
EV Element, Goal EV-2: Promote a strong local-serving economy that retains spending within the community.
Preserving the unique character of downtown
Land Use & Community Character policies: Maintain and enhance Sebastopol’s distinct downtown through compatible, small-scale, locally oriented development.
Avoiding over-concentration of similar retail uses
EV Element (retail balance policies): Avoid overconcentration of similar commercial uses that could weaken economic diversity and downtown vitality.
These are not abstract ideals.
These are General Plan adopted policies designed to guide this kind of decision—requiring the City to evaluate whether a proposal strengthens or weakens:
Sebastopol already has seven grocery stores within walking distance or less than a 3-mile drive downtown.
This is not a question of access to groceries in this community that is unfulfilled. It is a question of economic direction and local economic profits staying local:
Does this proposal strengthen Sebastopol’s locally rooted economy or move it toward a model where more profits are shipped out of the community?
This Is the Moment to Speak Up
Sebastopol’s identity has always been shaped by community choice. What exists here today is the result of people paying attention, showing up, and protecting what they value.
That is what is needed now.
Take Action
If you care about Sebastopol’s local businesses, its downtown, and its long-term economic health take action now and make your voice heard.
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