A Passion That Started It All
It all started in 1994, when Tom Sokoloff opened the first Paradise Health & Nutrition on Malabar Road with a simple passion: helping people feel their best.
More than 30 years later, Tom’s passion still drives everything we do. What began as one store has grown into a Brevard County staple, but we’ve never lost sight of why we opened our doors: clean food, trusted supplements, and real care for the community.
More than 30 years later, Tom’s passion still drives everything we do. What began as one store has grown into a Brevard County staple, but we’ve never lost sight of why we opened our doors: clean food, trusted supplements, and real care for the community.
Grocery
Produce
Smoothies & Bowls
Three Decades, Three Locations
From a single storefront to a trusted name across the Space Coast, here’s how we grew:
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1994: Tom Sokoloff opens the first Paradise on Malabar Road -
Shortly thereafter: A second location opens on Wickham Road
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Then: A third store opens on Minton Road
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2011: Our Wickham Road store relocates to its current home
More than 30 years later, that passion still drives everything we do. What began as one store has grown into a Brevard County staple, but we’ve never lost sight of why we opened our doors: clean food, trusted supplements, and real care for the community.
A True Wellness Store
We’re a true health food store at heart, supplement-led, and proudly so. But there’s a whole lot more under our roof.
What you’ll find with us:
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High-quality supplements & vitamins
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A full organic produce department
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Organic groceries & clean pantry staples
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Bulk foods for everyday value
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Eco-friendly and sustainable household products
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Organic smoothies & power bowls (Minton & Wickham)
From superfoods to supplements to sustainable essentials, there’s something for every lifestyle.
Built on Values That Never Expire
Four commitments guide every product we stock, every partner we choose, and every person we hire.
Clean Ingredients First
Every item on our shelves is vetted so you don’t have to check labels
Local Always Matters
We support nearby farms, vendors, and makers who align with our standards
Wellness for Everyone
We keep healthy living approachable with budget-friendly options
People Over Profits
Our staff, customers, and community come first, always
Wellness Made Accessible
Our mission is simple: make healthy living accessible to everyone, whether you’re just starting your wellness journey or have been an advocate for clean living for years.
Our knowledgeable, friendly team is always on hand to help, offering honest guidance so you can find the right products for your goals. No pressure, no judgment, just real help from people who care.
Supporting the Brevard County Community
Helping people has been at the heart of Paradise since day one, and that goes beyond our shelves.
We proudly give back to our community, It’s all part of our commitment to helping the Space Coast live healthier, happier lives.
If you’re a local charity or organization looking to connect with us, we’d love to hear from you and explore ways to support our community together.
Frequently Asked Questions
When did Paradise Health & Nutrition open?
We opened our first store on Malabar Road in 1994, and have proudly served Brevard County for over 30 years.
Who started Paradise?
Paradise was founded by Tom Sokoloff in 1994, driven by a passion for helping people live healthier lives.
Where are your stores located?
We have three Brevard County locations: Malabar Road, Wickham Road, and Minton Road, serving Melbourne, Palm Bay, and the surrounding area. View our locations here.
Which stores have smoothies and bowls?
Our Minton and Wickham locations serve all-organic smoothies and power bowls.
What makes Paradise different?
We’re a true health food store, supplement-led, with full organic produce, grocery, and bulk departments. We vet every product, prioritize clean and organic options, and offer real, one-on-one guidance.
Do you have organic produce?
Yes. We have an entire organic produce department alongside our supplements, groceries, and bulk foods.
Do you work with local charities?
Yes. We proudly give back to our community. It’s all part of our commitment to helping the Space Coast live healthier, happier lives. We’re always open to connecting with local organizations through our Contact page.
Can I shop online?
Yes, shop with us anytime on Instacart for delivery and pickup.
