Roots Market Café in Valparaiso has been open since May of 2012. It was opened by Diane Mattingly and her family. The current owner, Bill Durnell, discussed how the organic juice café that the Mattingly Family opened is a unique spot in Valparaiso.
“They founded this one-of-a-kind, local brand to share their personal passion for organic, plant-based nutrition with the Valpo community,” said Durnell. “Carrie and I were regular customers before we were the owners.”
Durnell also talked about how he had always wanted to run a small business despite it not being his first career choice.
“Prior to buying Roots, I had a career in the corporate world in Chicago,” said Durnell. “As a trained ‘numbers guy,’ I spent a lot of time in finance roles, but I was also fortunate to work at a place that let me move around and try new things. So, I worked in commercial, operations, and information technology areas as well.”
Durnell’s career path changed directions after the birth of his son.
“Even though we lived in Valpo, I didn’t actually spend a lot of time or energy in the community, so I started to look for ways to pitch in,” said Durnell. “It started with meeting new people in Valpo and taking on a leadership role in my neighborhood association. By late 2016, having just finished a major project at work, I voluntarily left the corporate world and bought Roots.”
For Durnell, the City of Valparaiso has always had a special place in his heart.
“Simply put, [my family] loves it here,” said Durnell. “In fact, I love it so much that I ran for mayor in 2019. Our campaign slogan was ‘For the Love of Valpo!’ It’s a great place to meet people, hang out with friends, raise a family, and build a life.”
Durnell's family has been a big part of building Roots into the well-known establishment it is today.
“We each have complementary roles,” said Durnell. “Carrie’s great with the creative and empathic parts of the business, whereas I do better with the process-oriented and technical work. Henry, our 11-year-old son, used to like to help with wiping down the tables. Early on, my mom pitched in quite a bit with early-morning baking, doing lunch-time dishes, or taking out deliveries.”
Like most businesses, operations and roles at Roots have changed quite a bit since the beginning. Durnell shared that the business named their first store manager and promoted three others to form a leadership team last year, all compromising a group of leaders he is very grateful for.
Durnell’s position at Roots means much more to him than simply being a business owner, though.
“But, if you’re lucky, you get to wake up every day with a clear purpose, do meaningful work with a great team, get the job done, and constantly look for ways to improve what you’re doing,” said Durnell. “Either way, it’s work, and I like working.”
His favorite part about owning a business is not just the work he does, but also the products he creates.
“Our business is a manifestation of ourselves. Our values and personalities are revealed in everything we do,” Durnell said. “And it’s extremely fulfilling to make something that people love and makes them, in turn, feel good. That’s what it’s all about.”
Out of all of their smoothie options, Durnell's favorite is definitely the Nutty Brothers.
"It has coconut milk, banana, cacao powder, and cashew butter. It tastes like a chocolate milkshake!” said Durnell.
Visit the Roots Market Café to try their delicious smoothies, juices, wraps, bowls, or baked goods for yourself at 108 E Lincolnway in Valparaiso, Indiana 46383.