Sweet Willow in De Pere focuses on locally sourced healthy products

When Kathleen Ratteree, owner of Sweet Willow in De Pere, describes her shop, she says it is "small but mighty."

Although she became sole owner less than a year ago, she is showing that she has the business acumen to effect substantial growth. The business model is very different from when it first began.

In about 2012, Sweet Willow Naturals was opened in Bellevue with more of a New Age vibe. It sold what can be described as spiritual, holistic items like crystals and tarot cards.

That focus began to change in 2015 when it was purchased by Heather Herdman, Mary Radue, and Lynn Green and renamed Sweet Willow Wellness. With the experience of the new owners, there was a shift to the promotion of natural health products and herbal remedies.

Then came several moves. After spending five years in the Bellevue location, there was a move to west De Pere, and then three years ago, to the current location 109 S. Broadway St. in east De Pere. Each location has meant changes and expansions in their mission and ownership.

Herdman, who became sole owner after buying out Radue and Green, took on Ratteree as a co-owner in 2023. They had met in 2014 when serving together on a board for a nonprofit company and worked together over the years.

"In 2020, we had been talking about partnering in some way but didn't know what it would look like," Ratteree said. "It was during the pandemic and the focus was coming up with ways to keep the doors open."

As they collaborated, Herdman taught Ratteree about clinical herbalism and running an herbal business. It was right in Ratteree's wheelhouse. She holds five degrees, including masters in anthropology and public health from the University of Wisconsin-Madison and a doctor of education in First Nations Education from the University of Wisconsin-Green Bay.

In addition, she has spent years teaching at the university level, being published in journals, and being featured as a speaker for dozens of groups. Although not Native, she has spent almost two decades learning about cultural attitudes and beliefs about food; especially among Native American cultures. Locally, she has collaborated with the Menominee and Oneida tribes.

Reflecting on her doctoral thesis, she said, "I created a teaching garden using traditional ecological knowledge. It is like an instruction manual – this body of knowledge from indigenous communities all over the world on how to live as a human being and being part of it. It is an interdependence of living things."

With that knowledge, Ratteree is able to share it by offering classes at Sweet Willow Herbals and Café, the current name. The schedule of classes is posted on the website, sweetwillowwellness.com . One of the most popular is a women's herbal health class.

The shop carries an array of herbals, teas, bath and body products, preserves, honey, eggs, mushrooms, oils, jams, tinctures (concentrated herbal extracts), and more. Products come from local farmers and suppliers. And from Ratteree's farm.

After moving back to the De Pere area in 2021 where her husband, Paul, was raised, the couple bought a 40-acre farm that houses chickens, Icelandic sheep, goats, and other animals. It has been a learning experience.

She said, "I always had this abstract vision of living in the country. We took a working vacation and would work on a working farm and I thought that was fascinating. It was more of a kid's idea of what it was like. After buying the farm, I learned from first-hand experience that it is work."

She also got a crash course in plant identification when she grabbed some nettle and was stung so bad that her hand was numb for a day.

"It was very visceral learning," she said.

Having built strong relationships with the previous owners, all who are medically trained, she learned more about herbs and plants. Herdman, who has a doctorate in nursing science, is her go-to person when she has questions. Even though she is no longer an owner, Herdman continues as a consultant. Ratteree said that although there are other businesses selling herbal remedies, Sweet Willow stands out.

"We have medical knowledge in herbal medicine and listen to people and talk to people. This is a space for people to come and talk about what's going on in their lives and help parse out what products are legit and what is just a money-making scheme," she noted.

The staff includes an impressive team with six part-timers. Specialties include management, customer service, bulk tea blending, special event planning, graphic design, and social media marketing. Some of the most popular employees are the head chef, pastry chef, assistant chef and barista. Another employee will be joining that group in October.

Together they have made the café a popular stop.

Ratteree said, "We have a fantastic café with a menu that you can't really find anywhere else. People appreciate the unique things we do. We are continuing to grow the café side and are offering more tea and coffee lattes in the café and in the grab-and-go coolers. There are tables on the patio."

The menu features locally sourced, organic, vegan, and vegetarian food with rotating menus. Food can be ordered for pickup, purchased out of the cooler, or eaten on site. Catering also is available.

As Ratteree and her husband become more proficient on their organic farm, more of the herbs and produce sold at the shop are from the farm.

"We are in the process of changing what we grow so that we can supply more of the medicinal herbs for the store to keep prices reasonable and ensure the quality," she said.

It adds to the many hats she wears as an owner. It is a balancing act of working on the farm, serving on several boards, working with various organizations, running the business, and being mom to her two children.

"I add herbs to salads and teas and will make hot chocolate with mushrooms," she said. "I am the mom who does weird stuff for her kids. My husband and I want to teach our children to know where their food comes from."

She lives what she teaches and is authentic in sharing that knowledge in her family and business. But she also believes in balance − Western medicine is not the panacea; neither is herbal medicine.

"I have come across many extremes in my life," she said. "What we are following here are medical practices that have been around for thousands of years. Food is medicine and we teach people how to incorporate herbs as something that will be central in their lives – how to grow them and how to forage for them."

As more people continue to come in and adopt those benefits, Ratteree considers her future goals and the impact that can be made

She said, "I am dialing in things as much as I can this first year. In the future, I would like to have an additional location with more space."

Tina Dettman-Bielefeldt is a current volunteer and past district director for SCORE, Wisconsin.

This article originally appeared on Green Bay Press-Gazette: Sweet Willow in De Pere focuses on locally sourced healthy products