The sudden surge in attention has translated into real foot traffic — particularly among students from nearby Kent State University.
In Kent, Ohio, a brief 30-second TikTok video has attracted a new wave of younger customers to Kent Natural Foods Co-Op, a local establishment that has been a staple in the community for half a century.
According to Jeff Ingram, the coordinator for produce, bulk items, and facilities at Kent Natural Foods, the unexpected viral video has had an ongoing impact that has pleasantly surprised and motivated the store’s management.
Ingram expressed his amazement at being able to engage with a younger audience through TikTok, stating, “Although I am not very familiar with TikTok myself, we recently brought on board someone who is well-versed in it. She crafted a 30-second video that quickly gained popularity. We receive inquiries from individuals across the country, including Wisconsin, expressing their admiration for our work and seeking advice on how to initiate similar ventures in their areas.”
The sudden surge in attention has translated into real foot traffic — particularly among students from nearby Kent State University.
“Probably 10 times more students have showed up since that TikTok went viral,” Ingram said. “They’re coming in and they would have never stepped in the store except for that one little 30 second video.”
Kent Natural Foods, part of the Kent Community Project created in the wake of the May 4 shootings, is not a traditional store. It operates under a cooperative model where customers can become part-owners by purchasing annual or lifetime memberships. Members receive store discounts and can vote on policy decisions at the annual board meeting.
The co-op’s emphasis on high-quality, environmentally friendly products has been central to its mission since the beginning.
“A lot of what we offer is by suggestions from customers,” Ingram explained. “They see something and we try to keep track of what the trends are and then we’ll start to carry it. Of course, we have a 50-year history of natural foods, so we have a long history of knowing where to get things and the quality of products, where to source products so that they are environmentally friendly and don’t have any kind of preservatives or chemicals in them.”
Despite sometimes higher prices than chain stores, Kent Natural Foods has built a base of loyal members who value health, sustainability and community.
“We have a strong community base, so our membership really is very loyal to us,” Ingram said. “Sometimes prices might be higher than other places, but they know they’re getting quality here.”
That community spirit is perhaps best embodied by Swanny, one of Kent Natural Foods’ longest-standing members. The 93-year-old said she’s been shopping there since 1980.
“It’s a gathering place,” said Swanny. “For people who care about the environment, food, and our world really.”
She hopes the new generation of Kent State students will embrace the store the way she has.
“It’s very convenient to be able to get these products right here and hopefully some of our students from Kent State come here and find out what really good food tastes like.”
From its origins as a piece of the Kent Community Project to becoming a recognized example of grassroots cooperative business, Kent Natural Foods is proving that good food — and a good message — can bring generations together, one TikTok at a time.
