The women who own Green Grocer in Williams Bay – Jennifer Veith, Dawn Marie Mancuso and Jane Larson (Jennifer’s identical twin sister) – were ahead of their time. It was all about how they liked to eat. Fresh produce. Locally sourced when possible. Less highly processed food. Just the kind of approach to healthy eating that has become trendy today.

Jennifer and Dawn Marie knew each other for years, first working together at Popeye’s in Lake Geneva. They operated a business, Clear Waters Salon & Day Spa, located in Williams Bay since 2009. “We decided we should open up a second business,” Jennifer explained, “and that was the Green Grocer. Dawn Marie felt like the area could use a small store that sold foods like we enjoy and like to eat. That’s how the idea started and we ran with it.”

We joined Jennifer and Dawn Marie to talk about Green Grocer, which originally opened in 2013 at a site just across the street from their newly constructed shop at 77 N. Walworth Ave., Williams Bay. The new multi-story facility is sharp, beautifully appointed and clearly designed for growth, housing the many goods and services available to the public. Green Grocer moved into its new home in 2025. The salon and spa and Green Grocer occupy much of the building, with additional space for a couple of independent shops.

As one might expect from the name, Green Grocer carries a variety of products from fresh produce, chicken and grass-fed beef. The owners work with local vendors when possible, in keeping with their mission to sell what they like to consume.

“We try to eat cleaner options, as many organic products as available,” Dawn Marie told us. “It was important for us to bring in people who make things locally. We wanted to support the local community. Everything from people who were harvesting herbs for local teas, and honeys, the list goes on, especially over the years we’ve been in business. We wanted to be the local grocer down the street that people wanted to come in and support and make it their place to shop.”

“We have quite a few products that are locally sourced,” Jennifer added. “Small individual suppliers search us out to say, ‘Hey, I’ve got this product. Can I sell it in your store?’ If it seems to be a fit we’re all about supporting local people.”

First-time shoppers who visit the store for groceries, though, can expect to be surprised. The food shelves are just one part of Green Grocer. There’s a cozy coffee shop. A bar area with a fine selection of spirits, beer and wine. The shop serves tasty breakfasts, lunches and dinners. There’s a comfortable second floor outdoor deck which seats about 50 patrons in-season.

There’s a story behind the unique bar. The women found it listed on Facebook Marketplace, for sale in Dearborn, Michigan. They bought it, had it shipped to Williams Bay and refurbished. “We have a beautiful 100 and some year-old bar for you to enjoy your cocktail,” Jennifer said. A creative small bites menu is featured at the bar.

Like most businesses in the region, Green Grocer’s busiest times are weekends and during the height of the tourist season. The owners, however, have a definite affection for their local community and customers. “It has really turned into a great community space where people come,” Dawn Marie said. “Whether it’s for a breakfast coffee meeting, a lunch meeting, it has really found that niche providing space for people of all ages. A really nice gathering place. They can get a great cup of coffee, homemade soup, salad, sandwiches, and be in a nice environment. “

The coffee shop and bar space is for rent, too, and has hosted a variety of private activities from bridal showers, baby showers and birthdays. Around 60 people can comfortably be accommodated. Wine dinners, by reservation, add another dimension.

“Once a month we have one of our wine purveyors come in. They choose five or six wines, usually three whites and three reds,” Jennifer explained. “We create a menu around those wines. It’s delicious food but it’s really about the wines. They pour the wines and educate us about where the wine comes from and what the winemaker had in mind when producing it.”

The dinner events fill up fast, so interested folks are encouraged to contact the business to make reservations. The best place to find the schedule is to follow Green Grocer on Facebook and Instagram. For more information visit the website (greengrocerwb.com).