Ruohonjuuri Oy

Pioneer in the field of ecotrade

Ruohonjuuri is a retail chain specializing in organic food, natural cosmetics and health products. We offer our clients a diverse range of high quality, environmentally responsible, organic, and fair trade products. We believe in freshness, relevance and vitality. Fair play is our way of working. Our story began in 1982, with the founding of the Finnish company, Ruohonjuuri Oy (Ruohonjuuri means ‘grass roots’ in English).

Ruohonjuuri has 16 stores in Finland. Its Swedish operations were started under the name Happy Food Store and it had two brick-and-mortar stores in Stockholm until summer 2020. The online Happy Food Store has been operating in Sweden since 2018, from An international online store,, opened in 2021 delivering products throughout the EU and EEA.

We believe that wellbeing is based on good, honest food and feelgood insights. Our tradition of strong values, ecological approach and social responsibility are our bedrocks. We believe in freshness, relevance and vitality. We respect fair trade, practiced with respect for people and the natural world.

We offer our customers a wide range of the best health and organic products, in an experiential and service-minded environment. Our love of natural cosmetics is equaled by our fondness for local food. We enjoy spelt porridge with blueberry powder, and goji berries that help us relish the joy of life.

Happy Food Store / Ruohonjuuri Oy

Joy and vitality

We believe that the joy of life and high spirits are infectious. A happy customer is a matter of honor for us. ‘Quite good’ is not good enough: service must have that ‘Wow’ factor! We serve our customers with a smile — and a twinkle in the eye. As proactive people, we help our customers to find what they want — and what they didn’t even know they wanted.

Tasty organic food products

Coffee, tea, beans, vegan meat, tofu, super foods, honey, vegetable oils, bread, fruit and vegetables, drinks, candy, canned food, baby food, flour and flakes, spices, Finnish specialities … and much more! We offer a large range of raw food, gluten free, lactose free and milk free products, too. Moreover, we have everything you need for tasty vegan cooking and provide lots of choices for organic cooking.

Naturally beautiful

Ruohonjuuri provides the largest selection of certified organic and natural cosmetics and all information needed both in our stores and online. Aromatherapy herbs, peat products and all kinds of creams, soaps and shampoos give you a wide selection to choose from. Come and see how an organic lipstick makes you glow!

Ecofriendly cleaning

We offer a comprehensive range of household chemicals, detergents, conditioners, and washing powders needed for ecofriendly cleaning. Let your home shine while making a contribution to the future!

At your service

The opinions and ideas of our customers are key issues for us. We know that only together can we make Ruohonjuuri even more vibrant.

Happy Food Store / Ruohonjuuri Oy