Sprouts in NoDa opens to long lines, boosting Charlotte grocery options
Sprouts Farmers Market just expanded in Charlotte to an area hungry for its fresh, organic vibe.
Sprouts opened its third store Friday, Aug. 22, at 110 E. 36th St. in NoDa, helping add to the sparse grocery options in the neighborhood. A small grocer, Southland Supermarket, is near One NoDa, and on The Plaza there is a Food Lion and Giant Penny.
A line wrapped around the Sprouts building before the store opened at 7 a.m. It’s in the mixed-use development by Avery Hall Southeast on the corner of 36th and Tryon streets.
“NoDa was clearly ready for a grocery store. Hundreds lined up outside ready to shop,” Charlotte Observer news partner WSOC-TV said on X sharing a photo Friday morning.
Sprouts is competing with many other supermarkets to grab a piece of the $10.4 billion Charlotte grocery market share. That’s up 2% from 2023, according to sales tracking firm Chain Store Guide.
“Most grocery shoppers think of shopping as a chore, and we’re not,” Marisa Thompson, vice president of marketing for Sprouts, told The Charlotte Observer on Thursday during a tour of the store. “They’re coming for exploration, discovery of what they might find. We think our customers’ experience is very different.”
The Phoenix-based specialty grocer with fresh produce, and other organic, plant-based or gluten-free products has a specific customer base, Thompson said.
“We have a unique lane. We know that our customers are generally health enthusiasts, or what we call selective shoppers, looking for what we have to offer,” she said. “Our assortment is different.”
In 2023, Sprouts opened its second store at 14124 Steele Creek Road in Steele Creek, five years after making its Charlotte debut at 15121 Ballancroft Parkway in Ballantyne.
Inside the 21,000-square-foot upfit store at One NoDa Park on Thursday, Sprouts workers were hustling to stock shelves and prepare foods to get ready for the opening.
Here are seven things to know about Sprouts:
A fresh design
Unlike many grocery stores that relegate produce to the perimeter, Sprouts places its fruits and vegetables front and center.
“We like to put our produce at the heart of the store,” Thompson said. “As soon as you come in, it gives you the vibe of a fresh, airy farmer’s market.”
Sprouts emphasises sourcing locally and regionally when possible with signs that include grower stories. “We like to make sure it’s closer to home,” Thompson said.
That includes items other grocers don’t carry, Thompson said, pointing out signs for organic heirloom tomatoes, and bronze and black muscadine grapes.
The store also spotlights its “peak season” program, which educates customers on when produce is at its best.
In-store made meals and viral sandwiches
Sprouts offers in-store prepared meals, from chicken salad and sushi to hot foods like roasted chicken and snacks.
The “ready-to-cook” section provides options like salmon and black truffle sirloin that can be prepared in minutes, Thompson said. Sprouts’ heat-and-eat” meals are pre-cooked and just need to be popped in the microwave.
Sprouts’ made-to-order sandwich counter has gained viral popularity for its generous portions and customizable options, Sprouts spokeswoman Lauren Frank said during the tour. Made with Sprouts brand deli meats free from artificial ingredients, the $5.99 sandwiches can be customized.
“They seem to go viral once a year,” Thompson said.
‘New for you’ center and exclusivity
Sprouts fosters culinary exploration at its innovation center called “New For You” display near the produce and bulk sections.
This fixture rotates new products every month, offering a 90-day testing period. The small, emerging brands are able to test their products to if it resonates with customers for a wider rollout.
It also features seasonal Sprouts brand products and new flavors from established brands.
This focus on innovation ensures that customers always have something new to discover, Thompson said, from trending items like sea moss gel to protein-packed snacks and unique non-alcoholic beverages.
Sprouts’ merchandising team also negotiates exclusive, first-to-market products throughout the store.
Wellness beyond food
Beyond groceries, Sprouts emphasizes health and wellness.
Instead of a traditional pharmacy, the store has “vitamin health experts,” who undergo extensive training to provide personalized recommendations for supplements and natural solutions, Thompson said. These experts are available to address health and dietary concerns.
The store’s body care section has products free from parabens, sulfates, and often cruelty-free and vegan.
Non-alcholic ‘happy hours’
Sprouts has a large assortment of non-alcoholic drinks. About 22% of Sprouts’ alcohol sales category are non-alcoholic, Frank said.
Sprouts holds events like “happy hour” with non-alcoholic beverages in dry January and July and Sober October.
“We are seeing a fairly large movement of people who are looking to reduce their alcoholic intake,” Thompson said.
The story also stocks wine and beer with 100 products unique to Sprouts. About 18% of the wines are organic, Frank said. Sprouts also has its own sommelier.
Say yes to samples
Thompson, Frank and Sprouts NoDa store manager Willie Pringle said just about everything in the store can be sampled.
“It’s something we don’t really share too often, but should be sharing more,” Frank said.
Sprouts offers samples from every department, Pringle said. “We do a lot of sampling around the store. We rarely say no,” he said.
But it’s not a smorgasborg. Ask a Sprouts employee to get a sample.
A part of the community
Sprouts has a “food rescue program” with every store partnered with a local nonprofit. The NoDa store will work with Second Harvest Food Bank of Metrolina. A sign on the wall near the front entry spotlights that community connection.
“Any product that we don’t sell, we donate to a local food bank,” Pringle said.
Sprouts also has its healthy community foundation, working with children to sponsor gardens to grow their own food and learn about nutrition at a young age.
“That’s really important to help nuture the next generation,” Thompson said.
Sprouts NoDa has teamed up with three schools within a 3-mile radius in the NoDa area, with a goal of 10 by the end of the year, Pringle said. He’s also looking for church partnerships.
“We volunteer in the community also,” Pringle said. Sprouts has racked up over 7,000 volunteer hours in its markets, Thompson said.
The NoDa store has four checkout lanes and three self checkout. Free parking is available in the parking garage. Store hours are 7 a.m. to 10 p.m. daily.
Sprouts has more than 450 stores in 24 states and about 35,000 team members.
This story was originally published August 22, 2025 at 12:29 PM.
