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Rawshu'a's owners say 'food is medicine'

Organic food market takes holistic health approach

ROCK FALLS – Nearly every morning, Joshua Carter spends 2 hours blending, pressing, mixing and meditating over gallons of almond milk.

The meditating is just as important as the organic products that go into the almond milk, Carter said. It's part of the holistic approach to health and wellness that is the central ingredient to Rawshu'a Organic Market, 116 W. Second St. in Rock Falls, which opened Sept. 14, the day of the Fiesta Parade.

Carter, 28, owns the organic market with Courtney Fritz, 19, and they say that Rawshu'a is more than just a juice bar, it's about giving its customers knowledge about the food they eat and the body care products they use.

"Everything here, basically, is certified organic, which means no pesticides, no hormones, no additives," Carter said. "We also offer raw living foods, which is sprouted seeds and nuts."

Click here to see video

In the front window of the Rock Falls storefront, Rawshu'a grows wheatgrass, which can be used in the food the market serves at its deli. Customers can also buy bulk items, like nuts and granola, health care products, vitamins and Rawshu'a's signature item, the almond milk.

Carter makes 2 or 3 gallons of the almond milk each morning the market is open. He prays and meditates over the milk during the process, sending positives vibes.

"Just the intention," he said. "Words have the power of life and death. So when you speak to it, it changes the structure, vibrationally and intentionally, because cells hold memory.

"Just like your brain or your skin or your stomach, when you ingest [genetically modified organisms] or toxic food, it holds a negative thought or memory. And when you introduce raw living or sprouted foods it reverses it to a positive."

Rawshu'a is careful about the products it stocks its selves with or that it puts into its food or drinks. "Food is medicine," the owners said.

"We're all about being local," Fritz said. "All of our produce is local – that we receive for our juice bar. The only meat that we carry is local, from Hollyhock Farms [in Sterling]."

Carter first immersed himself in the world of holistic healing and organic foods while living with his uncle, Kelly Carter, in California. While he was back in Sterling visiting family, an ATV accident set him on a path to plant roots in Rock Falls.

"I injured my hand, crushed my hand last summer in an ATV [accident] and I had to stick around for doctor visits," Carter said. "And we got the apartment back here, and it just so happened this [storefront] was open. And, I don't know, it was just instilled in me that I had to pursue it.

"The seed was germinated 10 years ago, but now it basically bloomed into Rawshu'a today."

More information

Rawshu'a is open every day except for Tuesday and Friday. The hours are as follows:

Monday, Wednesday and Thursday: 7 a.m. to 1 p.m. and 5 p.m. to 8 p.m.

Tuesday and Friday: Closed

Saturday: 10 a.m. to 5 p.m.

Sunday: Noon to 4 p.m.

For more information, go to or call 815-596-0729.

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