Peter Rubi Plainfield Sold, Rebranding To Sell Only Vegan Items

PLAINFIELD, IL — Peter Rubi, a health-focused grocery store originating in Plainfield, has been sold to a Canadian vegan startup. The two Chicago-area stores will rebrand and sell only vegan items, executives announced.

PlantX Life, based in Vancouver, purchased the company for $1.2 million with stock options, according to a news release, which indicated Peter Rubi's mission to improve health and wellness "highly aligned" with the startup's vision.

Owners John and Maria Graves opened the original Peter Rubi, located at 15412 Route 59 in Plainfield, in 2012. In September 2021, they launched a second location on Montrose Avenue in Chicago. Both stores will remain open while undergoing the rebranding, which has already begun.

The Graves will continue to operate the stores in collaboration with PlantX, officials said.

As part of a rebranding, the Uptown location will be renamed XMarket. That isn't the case for Plainfield, though. Given the original location's committed and loyal customer base, the Peter Rubi name will remain, lengthened to include "by PlantX," Alex Hoffman, PlantX's chief marketing officer, told Patch.

Starting Feb. 15, the stores will only carry 100 percent plant-based items. If it's not vegan, it won't be offered, allowing customers to shop with confidence "knowing that everything on our shelves has been vetted and meets the PlantX standards."

Stores will switch to an interactive shopping model "to help expand PlantX brand awareness and foster online customer engagement," officials said. The new model will include weekly sampling sessions to give shoppers opportunities to try new brands. Recipe cards and product bundles will also be offered to give shoppers meal ideas.

Fresh sandwiches crafted by celebrity chef Matthew Kenney will soon be available to purchase at the stores as well.

"We believe that the shopping experience of tomorrow is accessible today, and as a result, PlantX is creating a thriving community by providing a space to meet up and share ideas, holding weekly in-store events that include sampling and pizza nights, ice cream days, group workouts and runs, and more," Hoffman said.

Recognized for its plant-based grocery items and catering and delivery services, Peter Rubi is well known in the industry and is considered a first-of-its-kind plant-based market.

Expanded e-commerce is among additional changes in store for Peter Rubi. The two locations will serve as storage and fulfillment centers intended to boost distribution capabilities to customers across the Midwest. Some orders placed through PlantX's website will also be filled at Peter Rubi stores.

"Building on Peter Rubi’s influential presence in the Chicagoland area, this accretive acquisition gives PlantX access to an impressive new community in and around the third largest city in the US, while solidifying our e-commerce market presence and impact in the Midwestern US," Sean Dollinger, PlantX founder, said in a Dec. 13 statement.