New Pioneer Co-op eyeing third location

New Pioneer Food Co-op wants to open a third location, and it could find its home in Cedar Rapids.

The co-op opened a store in Cedar Rapids in 1988 and closed it just one year later. But recent marketing study shows that consumer interests in the area have changed.

A store could be supported anywhere in New Pioneer's trade area of Iowa City, Coralville, Marion and Cedar Rapids, said Matt Hartz, New Pioneer's general manager.

"The world has changed a lot in the lat 25 years," he said. "There's confidence in the market this time."

There's also an increased interest in local and organic food, added Sarah Walz, New Pioneer board president. "It's hard to get more local than New Pi.

"New Pi was a different organization, and Cedar Rapids was a different town," she added.

The process is still early. The co-op's 28,000 member-owners first must approve the board of directors' recommendation to open a third location. Voting will take place from mid-May to early June.

If that option is approved, leaders will begin searching for a site. Hartz said plans are to open a small to medium-sized venue.

But leaders are looking for more than just property with enough space for a store and a parking lot. It also has to attract community support.

"We want there to be an understanding of what the business brings to the community," Hartz said.

Earlier this year, New Pioneer leaders hoped to relocate its Iowa City store from 22 S. Van Buren St. to the central business district. They eyed downtown property that would have allowed for a much a larger store of about 25,000 square feet - a more stable location outside the floodplain and room to grow.

Iowa City sales have plateaued in the past few years because of lack of space, Hartz said.

"We can't grow there," he added.

Sales at its Coralville location are also growing, he said.

However, the Iowa City council awarded the property to developer Marc Moen, who plans to build a 20-story building with first-floor retail that includes a bowling alley and movie theater.

Hartz said member-owners also will vote this month on relocating the Iowa City store to another property. But, Hartz added, "We looked three years ago, there's just not much out there."

As eager as leaders are to open a new location, Walz said they want to tread cautiously when picking the location and city for the new store, adding that more research is needed before any decision is made.

"We're going to be thorough in this assessment and process," Hartz agreed.