Experience over 500 varieties of the freshest fruits and vegetables from around the corner to around the world. You will be sure to enjoy mouth watering and succulent fruit, crispy and crunchy vegetables including many unique and exotic items. We're committed to offering the best quality, best eating fruits and vegetables you've ever eaten. It's what we demand of ourselves and what you should expect from us. 

Award-Winning Produce

 We work hard to provide our shoppers with a wide variety of top quality produce and we’re passionate about educating consumers about the health benefits of filling half their plates with fruits and veggies.   We are pleased to announce that, in recognition of our efforts, we are one of only six grocery retailers in the nation to be awarded Produce for Better Health Foundation’s (PBH) top honor of “Role Model Status”.  We have eagerly partnered with PBH to support their mission, which is “to achieve increased daily consumption of fruits and vegetables for better health by leveraging private industry and public sector resources, motivating key consumer influencers, and promoting fruits and vegetables directly to consumers”.  PBH, a nonprofit organization, acts as a respected liaison between the industry and the public health community.  Roundy’s is proud to have earned this award, but winning is not the end; rather, it signals the beginning of our continued commitment to educating consumers about the importance of produce to building the healthiest future possible!!


What's in Season?

We know that now, more than ever before, you are looking for great variety, great value and outstanding quality in the foods you purchase for your family. We are as passionate as you are about the produce you put on your table; we work hard to provide you with the very best quality at the best value! Check in here to see what's in season!!

Organic Produce

All of our organic produce is USDA Certified and must meet the same strict quality standards as our conventional produce.  We continuously strive to carry the most abundant variety of organics in each of our stores.

Choose Local

Rainbow is committed to sourcing locally grown produce. Click here to meet the farmers that help bring fresh fruits and vegetables to your table.

Growing Connections

We’re passionate about our relationships, with our vendors and our customers, and we’re pleased to introduce you to our growers. Click here to meet the valued farmers who produce top quality fruits and vegetables for YOUR table!  When you shop Rainbow for your fresh produce, you are Growing Connections!

Live in Color Campaign

Roundy’s want you to start eating more colors! Break away from the same fruit and vegetable routine and stock your fridge with every color of the rainbow. Pigments that give fruits and vegetables their bright colors represent a variety of protective compounds and every color is necessary for a healthy, effective, and well balanced diet. Roundy’s carries a wide array of cancer-fighting and immune-boosting produce in every hue. The more naturally colorful your meal is, the healthier you will be and feel! Try packing every meal with as much fresh produce as possible. So the next time you are grocery shopping: Think variety, think color!

Fresh Cut Fruit and Vegetables

Our fresh cut fruit and cored pineapples are prepared fresh throughout the day in your favorite store. Our goal is to provide you with the best tasting, best quality product at the time you want it.

Own Brand

Our Roundy's potatoes, carrots, mushrooms, celery and precut microwaveable vegetables had to pass rigid product specifications before our chairman would put his name on it. When the label says Roundy's, you can always be assured you're purchasing the finest product available.

Salad Bar

Help yourself to our plentiful salad bar daily from 8am to 7pm. Select from a variety of fresh salad greens, fresh cut fruits, sweet desserts and a variety of your favorite salad toppings. Add a little spice to your life and try our signature fresh made salsas and guacamoles too! View list of stores with salad bars here!

In-Store Sampling & Demos

Stop for a sample and learn nutritional and product use information from knowledgeable staff. Intriguing items on display? Ask any clerk for a free sample and product information.