Rochelle Prunty has 39 years of experience working for food co-ops. The last 23 years have been as the general manager for River Valley Co-op which opened as a start-up in Northampton MA in 2008. In 2021, a second location was opened about 5 miles away in Easthampton MA. Each store will exceed $25 million sales this year for total annual sales of over $50,000. River Valley Co-op employs over 240 people and has a membership of 16,000.