Redwood Credit Union Serves Up More Than Financial Services

Fresh, farm-to-table food is probably not the first thing that comes to mind when someone says, “credit union,” but one wine-country based institution is serving up more than just financial services.

Redwood Credit Union ($8.9B, Santa Rosa, CA) first opened its own in-house eatery in November 2017 in its administrative building in Santa Rosa. The goal was to ensure staff had access to healthy options without having to go off-site.

“The café’s not something we do as an aside, it’s a natural piece of who we are,” says Tony Hildesheim, Redwood’s chief operating officer. “It’s our commitment to wellness and community, both financial and physical.”

When the COVID-19 pandemic hit, Redwood staff switched to 100% remote work, and the credit union eventually cut ties with its previous vendor. Once restrictions began to lift and employees started to return, the credit union was only able to offer catered events here and there.

Then, in August 2023, it entered a quasi-partnership with Sonoma County Catering.

“We started to ask him [Chef Cesar Orozco] what it might look like if he were to run the cafe,” Hildesheim says. “We said we already have the facilities, we just need someone that can cook the food.”

Hildesheim describes it as a win-win: The catering company is able to support its staff with more stable work, and Redwood is able to provide its staff and neighbors with access to fresh, healthy meal options via The Grove Cafe.

In July of this year, Redwood opened a second eatery, also called The Grove Cafe, in its Napa-based co-headquarters located inside an industrial park near the county airport, where nearby food options are limited.

“When we built our co-location, we purposely said we are going to make a separate but equal location and we’re going to make sure it has all of the amenities the first headquarters has,” Hildesheim says.

Today, both venues offer the general public, not just Redwood employees and members, quick, self-service breakfast and lunch options Monday through Friday from 9 a.m. to 2 p.m. in Santa Rosa and from 8 a.m. to 2 p.m. in Napa. The menus at both cafes rotate approximately every two weeks and feature dishes like Cajun chicken pasta, ahi tuna bowls, and handmade pizza made with locally sourced ingredients.

“If you want to do something like this — and do it well — then you have to find a partner with the same kind of passion as you for service and community impact,” Hildesheim advises.

At Redwood, quality food at a good price is important, especially when considering the alternatives.

In Sonoma County, the average lunch can easily run $21.30. Even a less expensive fast-food meal can cost $11.90. At The Grove, breakfast entrées range from $7 to $10, and most lunch entrées average $12.

Customers may place orders online or via a self-service kiosk that accepts only card or digital payments. Take-home grab-and-go and family-sized meals are also available.

According to Hildesheim, low operating costs and the venues’ popularity help The Grove Cafe concept pay for itself.

“We’re not trying to make a profit,” the COO explains. “We just want it to be self-sustaining. It took a little bit, but we’re there now.”

Indeed, putting people over profit, Redwood’s goal is to enable and promote the overall health of its community.

“Our purpose is about financial wellness,” Hildesheim says. “But really, financial wellness goes hand in hand with the physical.”

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