SEPTEMBER 2024 SMALL BUSINESS OF THE MONTH: ROSE MARKET

Rose Market brings allergen-friendly delights to Main Street

If you’ve ever strolled down Main Street, you’ve likely stumbled upon Rose Market— a lifeline for those with dietary restrictions, from gluten intolerances to vegan needs.

Founded by Tracy Deno in 2021, Rose Market started as a niche offering and has since become a downtown staple. The shop’s shelves are stocked with non-GMO, organic products, sustainable cleaning supplies and personal care items that align with Tracy’s eco-friendly values.

She and her team—including her daughter Cassidy Kitchel—have gone above and beyond to provide goods that surprise and delight customers.

Cassidy was working at The Arts Federation when her parents first opened Rose Market, but she came on board as a baker in 2022, and her vegan, gluten and dairy-free donuts have quickly put the small Main Street shop on the map.

A self-described health nut, she’s been creating and tweaking recipes for more than a decade, ever since her son was diagnosed with celiac disease as a toddler. “I baked my own stuff because you couldn’t find it, and when you did, it was too expensive.”

There’s science and a lot of practice behind each donut in her glass case, which beckons buyers, a colorful treat for the eyes as well as a tasty treat for the tummy. “Being gluten and dairy-free takes lots of practice but I think I’ve perfected it,” Cassidy says. Even folks who are not gluten-free find the taste surprisingly delightful, something they don’t have to lie about liking.

Cassidy feels her grandmother Dolores Rose, for whom the store is named, has become a cooking angel watching over her shoulder. “I was really close to her. She found so much joy in cooking for others, and I really channel her. Love comes through in what you bake,” she says. “I can feel her with me.”

Her joy comes in seeing donut-deprived celiac kids go crazy over a bright blue Cookie Monster donut with bulging eyes. “When they haven’t had it, or can’t have it, and are finally able to pick something out, it makes me so happy,” she says. “I’ve had people literally stand in front of the case and cry to have this in our community.”

Word of the business has spread quickly on social media, generating a loyal base of kids and adults that come in weekly and “we have new people every week too,” Cassidy says. “I think we’ve just scratched the surface.”

But beyond the buzz, Tracy and Cassidy have built something even more meaningful. In every batch of donuts and on every shelf, there’s a deeper message—one of care and the belief that everyone deserves to enjoy life’s simple pleasures.