Oliver's Market Expansion Rumors Fizzle Fast In North Bay

SONOMA COUNTY, CA — Oliver's Market is growing again, but not where social media rumors have claimed.

The locally owned grocery chain confirmed it will open its sixth store in the former Rite Aid building at Farmers Lane Plaza in Santa Rosa.

But company officials and Healdsburg officials denied reports that Oliver's planned to move into the vacant Rite Aid building on Healdsburg Avenue.

"It is not the case," Oliver's spokeswoman Sara Cummings told Patch.

Healdsburg Mayor Chris Herrod also addressed the speculation, writing on Facebook that he had received confirmation the rumor "is not accurate."

The new Santa Rosa store, first announced in June, will become Oliver's newest location and its northernmost market.

The company currently operates stores in Windsor, Cotati, and Santa Rosa's Stony Point Road and Montecito Center neighborhoods.

Retail rumors, phantom tenants

The Healdsburg rumor is the latest in a series of false claims involving the Rite Aid property at 525 Healdsburg Ave., which has sat empty since the store closed in 2025.

Earlier this year, a fake "Coming Soon" sign featuring Hooters branding briefly convinced some residents the sports bar chain was headed to Healdsburg. The prank quickly spread across social media before city officials confirmed it was a hoax.

Since then, residents have continued to speculate about possible tenants, with Trader Joe's frequently topping local wish lists.

Despite the ongoing rumors, no replacement has emerged.

"While there are active rumors and ideas for what might end up in that building, the City has received no building permits or other indications that a new tenant is coming soon," city spokesman Ray Holley previously told Patch.