GREEN COVE SPRINGS — Premier Gas and Grills was a place where finding the perfect grill, pellets and barbecue rubs were made easy. But there was so much more owner Todd Knowles said many didn't know.

Months after a rebranding process that's called for some rearranging, endless stocking and upcoming expansion, the store at 3293 N U.S. Highway 17 is continuing to meet the demand.

Now known as Roosters General Store, Knowles said his business still offers grills, charcoal and your average accessories. But it's also become a trendy, convenient place to grab-and-go your grocery essentials.

Whether its meats, eggs, veggies, fruits or spices, the small store has it all.

"A lot of people go, 'Gosh, we just thought we sold gas and grills.' Because we were Premier Gas and Grills. So, they're like 'Wow, this is so great,'" he said.

For Knowles, it's important that consumers know what's going in their bodies. And selling fresh and whole food options is the way to do that. Roosters, he said, is a place where you not only learn the basics of cooking food, but how to eat it right.

Products like pork bacon and sausage are farm-raised, grass-fed and all natural. Chicken, imported from North Carolina, is hormone-free. Fresh eggs are from a local small farm in Green Cove Springs, while fresh produce is restocked frequently.  Shelves of spices are rid of preservatives, non-GMO and gluten-free.

"Our goal is to offer the community good products, healthy products, clean products," he said.

Cabinet essentials like rice, pasta, salad dressings and bread are available at affordable prices. And, Knowles added that the store offers specialty items that you can't get anywhere else - like Hatch chiles from New Mexico, pickled okras and chips and Texan hot sauces.

Always filled to the brim with new ideas, Knowles said the store has brought in as many as 400 new products during a 12-week period. Soon, Roosters will be a full-time grocery. With a deli, too, where Knowles said sandwiches and various salads will be made fresh in the kitchen.

"People, they're looking for the specialty items. They're looking for that hometown feel of a local place. And I'll see them looking for quality products. Everybody likes to eat, but they want to eat good food. That's something that we're providing."

Unlike your average mart, Knowles said shopping at Roosters is a personal experience.  Customers are greeted by employees from the time they walk in, to the time they leave. At Roosters, you're not just a number.

"You used to get that from businesses back in the 80s [and] things like that. It's like we've lost that personal touch to the consumer who is ultimately who's paying. You want them coming back," Knowles said.

Knowles, who is from Green Cove Springs, started the small business as a way to become more involved with his community.

He began Premier Specialty Service in 2016, a fireplace, gas and outdoor living company. He expanded to Premier Gas and Grills shortly after.

Rebranding to Roosters, he said, allows him to meet consumer demand. With Premier Specialty Service active next door, it's also provided a complimentary experience for shoppers looking to bring a little flare to their kitchen.

"It's been a big plus, [a] big win," he said.

In the process of refurbishing the double back patio, Knowles added that Roosters will be the host of Thursday night events, like grilling classes, and ladies and couples' nights. A way for the community to come together.

"We have a lot of new people in the area that don't know anybody. So, they can come hang out, watch the cooking class and get to meet new people."

Roosters, Knowles said, are beautiful creatures who protect and look over their flock. Choosing that name for his store came easy.  Much like roosters, Knowles said it's his responsibility to care and look after his community. 

"It's just people having an experience and being like 'Wow, that was great. I want to do that again.'"