The new grocery store marks the end of a decades-long food desert in Northwest Roanoke.
ROANOKE, Va. (Nov. 14, 2024) — The community of Northwest Roanoke has a neighborhood grocery store again. After more than 40 years without access to a full-service grocer, Market on Melrose is offering a solution to the long-standing food desert in this area of the city. Operated by Goodwill Industries of the Valleys, Market on Melrose is one of the first Goodwill-operated grocery stores in the country.
First-time customers were delighted to explore the 15,000-square-foot store, perusing the aisles of freshly stocked, affordable produce, meats, dairy products, and pantry staples.
Local leaders and changemakers, including Goodwill Industries of the Valleys President and CEO Richmond Vincent and Roanoke Mayor Sherman Lea, came together for a ribbon-cutting ceremony at the grand opening alongside the Market on Melrose team to welcome shoppers. Citizens of Northwest Roanoke were honored for their advocacy and civic partnerships that helped to make the vision of the grocery store and future community hub a reality.
“This is a bright day for our city and a celebration of our future as we are another step closer to putting food insecurity and poverty in our past,” said Richmond Vincent, president & CEO of Goodwill Industries of the Valleys. “Through the Market on Melrose, we are continuing our mission of empowering individuals and strengthening families who now have convenient, walkable access to affordable nutrition without having to leave their neighborhood.”
Roanoke College professor Elizabeth Ackley, Ph.D., who spearheaded the Northwest Roanoke Food Access Initiative, was also present to commemorate the store’s first day of operation. Ackley was honored with a key to the Market on Melrose, a symbol of the gratitude felt by Goodwill Industries of the Valleys and the city of Roanoke in bringing this project to life.
“For more than 30 years, you have wanted to figure out a way to change the world. We are all here today to tell you that you have, and you did,” said Vincent of Ackley’s efforts.
Aside from alleviating the food desert in Northwest Roanoke by providing access to nutritional options and education, the Market also provides improved employment opportunities. The initial staff consists of 40 new team members working the cashier lanes; managing product inventory; and ensuring the Market’s enjoyable, safe, and clean atmosphere. About half of the Market’s team members are Northwest Roanoke residents, including Customer Service Manager LaCresha Brown. Brown spoke of how the Market will cater to the cultural diversity of the neighborhood by offering a variety of international foods and may encourage residents to cook at home more often, leading to healthier eating habits.
“I’m most excited because the Market on Melrose will provide convenience for my elders in the community, and it will be beneficial for families without reliable transportation,” said Brown. “Once all areas are completed, I see the community coming together to meet, interact, and build relationships. I will bring hospitality to the Market and our team will create a warm and welcoming atmosphere,” said Brown.
Following the store’s opening, the Market will host a Family Fun Celebration on Saturday, November 16, with free activities for adults and children, including scavenger hunts and face painting.
Market on Melrose is the first phase of the larger Melrose Plaza project. The Melrose Plaza lobby is expected to open in the spring, followed closely by the Excel Center — the first adult high school in Virginia. Future phases will include the opening of Wellness on Melrose and the Bank of Botetourt branch.
###
About Melrose Plaza
Melrose Plaza is a first-of-its-kind resource center and cultural hub located in Northwest Roanoke, a neighborhood affected by urban renewal. A community partnership initiative launched by Goodwill Industries of the Valleys, Melrose Plaza aims to rejuvenate the community by addressing health disparities, educational opportunities, financial empowerment, and access to affordable healthy foods. The four anchor initiatives of Melrose Plaza will provide jobs and resources to uplift the entire community.
About Goodwill Industries of the Valleys
Goodwill Industries of the Valleys serves 35 counties and 14 cities throughout Central, Southwest, and Southside Virginia. Our vision of eliminating poverty is fueled by our mission of empowering individuals, strengthening families, and inspiring communities. Your donations and shopping allow Goodwill to provide skills training, job placement, and support services to help people achieve their fullest potential. Visit goodwillvalleys.com for more information.
