The Grind that Brings You to Grundy
March 11, 2025
By April Pearson
A Dreamer and a Do-er
“I always had a passion for coffee shops, and I always wanted to start one,” says Natalie Kracht, owner of Natural Grind in Grundy Center.
She’d been working in the corporate world and had just completed her master’s in health care administration when she decided on a career change. After visiting a holistic coffee shop on the way home from a volleyball tournament in Minneapolis, she was inspired to open a coffee shop that focused on health and wellness. The name “Natural Grind” came to mind, and it stuck.
Natalie opened the shop in August 2018 with help from her husband Shawn, who tragically passed away eight months ago.
“Shawn was a big part of Natural Grind,” says Natalie. “I had the dream, and he made it come true.” Natalie would come up with the ideas for the shop, and Shawn would see them through. “Every night when he got home from work, there would be a list of things for him to build, fix or move.” They worked together constantly on Natural Grind, turning it into the coffee shop Natalie had always wanted.
“He was always your biggest supporter,” says Emerson — or Emy — Natalie and Shawn’s daughter.
“He was a very good husband and a very good dad,” says Natalie.
A Healthy Appetite
Emy recently graduated from Wartburg in exercise science and manages the shop with her mom. She developed the initial menu for Natural Grind and updates it regularly to keep it fresh and interesting.
Natural Grind's food and drink offerings are wholesome, delicious and unique. From pastries to paninis, salads to smoothies, and egg bites to energy drinks, “We try to keep them as healthy as possible,” says Natalie.
Getting fresh ingredients at a sustainable price point for a small-town coffee shop can be challenging, but Natalie’s up for it. She sources what she can from local farms during the growing season, then supplements with Martin Brothers, an Iowa-based food distributor that prioritizes working with local and regional growers.
The coffee shop does offer more indulgent choices like cinnamon rolls and gourmet lattes, but Natalie and Emy have found that once customers try their nutritious dishes, they come back for more. “I think the biggest thing in a small town is that people just have to try it to know that they like it,” says Emy. “I've never been to another coffee shop with as many food and drink options as we have. We've got something for everyone.”
One of Natural Grind’s more popular items is the avocado toast, available with gluten-free bread and served with or without an egg. “A lot of people talk about our avocado toast,” says Emy. “They say it’s the best they’ve ever had.”
Another hot-ticket item is ice-cold smoothies. Instead of using shelf-stable fruit puree mixes that sit out on the counter, Natural Grind uses only fresh fruit juice, frozen fruit and yogurt. “If you bring your child into a coffee shop for a smoothie,” says Natalie, “I think most parents are going to look at the ingredients and ensure they’re healthy.”
As for the signature coffee drink at Natural Grind? “Not to toot my own horn,” says Emy, “but we have a drink called the Emy. It’s a cold brew with cold foam and salted caramel, which is pretty popular.”
Natalie agrees, “Yeah, if you go to the counter at any given time, there's a 50% chance somebody’s ordering the Emy.”
A Chic Boutique
In addition to signature food and drinks, Natural Grind offers an eclectic collection of clothing, home décor and holistic goods in its storefront and online boutique.
The retail environment in Grundy Center has changed a lot, with many people shopping at online stores all over the globe. So Natalie does what she can to keep business local. By carrying a variety of items and changing them out frequently, Natalie and Emy are working to appeal to their customers while staying true to their aesthetic. Natalie says, “Most of our boutique customers are women around my age or older, but Emy’s creating an area that’s more youthful because I think there’s a market for that.”
Natalie also takes care not to step on the toes of similar shops in town. “The really fun thing is that Grundy Center has three boutiques: Natural Grind, Funky Zebra and Olive Jacket. And they all speak to a different demographic. So we make sure not to cross into their demographics or buy clothes from the same lines they do.”
A Caring Community
Natalie and Emy believe that their relationships in their small, rural community have been paramount to their success. Customers from all over Iowa come to Grundy Center to stop by Natural Grind. “And it’s not just for the coffee,” says Emy. “They come to slow down, connect and support each other.”
The family felt a lot of support five years ago when Shawn had a stroke, and the community raised $22,000. They felt it again during COVID-19 when people would stop by with checks, asking Natalie to deliver meals to folks who couldn’t leave the house. And they felt it again when Shawn passed away in September. “Friends from every little town around came and helped us when we needed help,” says Natalie. “The community has just been amazing.”