The Fresh Market builds on history of innovation

by Treva Bennett / senior content creator

The Fresh Market is all about fresh, but it’s also about innovation. Founders Ray and Beverly Berry were innovators when they opened their first store in Greensboro, North Carolina, on March 5, 1982.

Inspiration struck during a trip to Europe, where they experienced the charm and essence of the local food markets. Innovation came as they opened a small, boutique specialty grocery store in the Southeastern U.S.

The opposite of the warehouse-type supermarkets that were popular at the time, The Fresh Market was the Berrys’ dream of creating “a warm and inviting shopping experience, filled with the freshest produce, meats hand-trimmed by butchers in-store, fresh-cut flowers and the finest foods and ingredients from around the world,” according to the company’s website.

The original concept became the blueprint for additional stores as the company expanded to 159 locations in 22 states.

The Fresh Market has continued its innovative ways and, in October 2021, debuted a new concept store right where it all began. The first store, located on Lawndale Drive, has been renovated as a carry-out, fresh-made restaurant concept and exclusive, coffee-by-the-cup experience from Roasting Plant Coffee.

CEO Jason Potter and his team have created a special culinary destination for their customers.

“Our guests seek us out for our high-quality restaurant meals, so the center store concept is an extension of these fresh meals,” Potter said. “Guests can stop by and take home smoked ribs, brisket, choose from a delicious selection of side dishes or take home a stone oven pizza. Not to mention, we have just roasted, just brewed coffee from Roasting Plant Coffee.

“We worked with Doug Zeif from The Concept Gurus to design a fresh food destination within our store and will feature a similar layout in our new store that is opening in Palm Beach Gardens in April of this year.”

Potter said the company has received “very positive” commercial reactions to the new layout.

“I’m excited for what it means for the balance of our business and future stores,” he said.

On being named Innovator of the Year, Potter said he is “just so proud of our team and how we continue to improve the experience for our guests.”