LOCAL SPOTLIGHT: Re-Up Refills, Rockridge

June 9, 2026

As more of us become intentional about shopping sustainably, we're grateful for local merchants that offer better choices. Re-up Refills in Rockridge has built a reputation around exceptional sourcing, local partnerships, and reduced waste without compromising quality. The result is a shopping experience that feels both practical and elevated for customers who care deeply about what they buy.

We sat down with owner Carly Fishman to learn more about this beautiful space on College Ave.

What inspired you to create this business, and what gap were you determined to fill?

The inspiration was seamless because our business arose from a personal need and desire for the service itself. My business partners (Matt and Peter) and I were driving all over the Bay Area to shop with our values upfront, and it was inconvenient, to say the least... and thus Re-Up was born. My business partners and I have long worked in the waste reduction / food / farming world, so while the creation of Re-Up was not what we necessarily imagined our work would become it has aligned with our goals more than we thought. Frustration with waste has always been a part of our story. Starting Re-Up wasn't just about filling a gap in low-waste shopping; it was about offering our community a way to consume aligned with our shared values and vote with our dollars. What we've leaned is that there is a need for a fundamental shift in our grocery system. We wanted to create a truly low-waste offering, moving away from greenwashing and feel good shopping toward a genuinely circular model where we value resources, ethical supply chains (that are circular themselves), and make mindful consumption as convenient as it should be.

What does a discerning client notice here that they wouldn’t find elsewhere?

A discerning client hopefully immediately notices a deep sense of intentionality. Beyond the refill system itself (which we have worked endlessly to make clean, easy, and fun) they notice the curation of what’s on the shelves. We don't just carry products; we rigorously test them, and ensure they meet our standards. In this day and age of "stuff," we are saying no more than yes to what we offer in our store. Everything you can consume in our grocery store is certified organic, comes from a farm or distributor very close to where the product is grown, and arrives in circular- or the lowest waste- packaging as possible. All of our cleaning and bath and body products always use non-toxic ingredients that are biodegradable and greywater safe and of course, they are also coming in circular- or the lowest waste- packaging as possible. Vendor transparency is key to us. We personally test products before offering them to our community with our stamp of approval. They must actually perform and do what we are saying they do. When you consume at Re-Up, you aren't just shopping; you’re entering a specialty grocery store where the hard research has already been done for you, ensuring that everything in your basket is as kind and safe to your home and body as it is to our shared planet.

What do larger or more conventional stores simply not prioritize the way you do?

At Re-Up we like to think that convenience is the killer. The killer of community, connection, intentionality, learning, growth, human connection, waste — you name it. When one chooses convenience over connection, "they've" won. We are so far removed from our "stuff" these days that responsibility for waste doesn't really enter our spheres. Conventional stores prioritize convenience and volume above all else. We prioritize not just the product's lifecycle but the human lifecycle. Shopping at Re-Up isn't easier. It takes longer, is more interactive, and places you directly within your consumption choices, making you think before you spend. While a big box store might focus on the lowest price point, we focus on the true cost of a product: the health of the farmworkers, the safety of the soil, the carbon footprint of transportation, and the waste left behind. We view every transaction as an opportunity to support a better, more ethical economy.

What standards do you refuse to compromise on?

My business partners and I often describe ourselves as "dogmatic," and what usually follows that is "for better or for worse". My business partners and I are the most specific and detail oriented customers and because Re-Up's inception was an offering curated for us, we certainly don't disappoint here. We created Re-Up to be a one-stop shop for hard-to-find everyday household items. We want it in bulk, but we want the organic bulk, and we want to make sure that the organic bulk we find is being grown as close to Oakland as possible, and that local, organic, bulk products must get delivered to us in low-waste or circular packaging. The levels of care and intentionality per product in our store runs deep. We do not compromise on our priorities: as local as possible, good for you, good for the planet, non-toxic, biodegradable, greywater safe, organic, circular packaging, and the list goes on :) We really aren't just selling goods; we are upholding a standard of accountability that our community trusts.

How does your physical space reflect your philosophy?

It's really pretty inside of Re-Up :) I am a designer, Matt is a builder, and Peter is a systems thinker. Our shop is designed to be an antidote to the chaotic, hyper-commercialized shopping experience. It’s a space of beauty, calm, deliberate engagement. By encouraging customers to bring their own containers, the shop becomes an interactive workshop rather than a passive retail aisle. It’s a place where we can have real conversations about sustainability and life, focusing on the community of people — the staff and neighbors — rather than the "get in, get out" design of most other spaces. We want folks to want to be at Re-Up, and stay a while :)

Which products are your clients especially enamoured with?

Folks are always surprised by the sheer number of products we have in the store. We get a lot of "Woah you have..." "I didn't know you had..." "They make that in bulk?!" We have over 1,000 individual products in the shop. Re-Up paired with a farmer's market is all you need :) Check it out!

Why do you think locally owned, independent businesses are especially important in neighborhoods like Rockridge?

Independent businesses are the immune system of a neighborhood. We aren't beholden to corporate boards; we are accountable to our neighbors. When you spend money at any local, independent shop, that capital stays in the ecosystem, keeps the streets vibrant, and allows us to provide a level of service and specialized care that a chain store simply isn't built to offer. We are here to serve our community near and far, not just to facilitate transactions.