The following post is a paid sponsorship from Goodwill Industries of the Valleys. If your business or organization is interested in sponsorships or advertisements in The Rambler, you can learn more here.

After more than 40 years without a full-service grocery store, residents of Northwest Roanoke celebrated the grand opening of Market on Melrose earlier this month. The grocery store, operated by Goodwill Industries of the Valleys, marks a transformative moment for the community and represents the first phase of the larger Melrose Plaza development project.

“This will be a place for everyone to shop for fresh, nutritious and affordable groceries without having to drive for 20 minutes or ride a bus for hours,” said Donna Davis, director of community engagement for Melrose Plaza and longtime Northwest Roanoke resident, during the ribbon-cutting ceremony. “Today, we become customer-owners as we support the Market on Melrose.”

The store’s central location, served by three distinct bus lines, makes it easily accessible to neighborhood residents. With wide aisles and convenient hours seven days a week from 7 a.m. to 8 p.m., the Market is designed to serve the diverse needs of the community. The store accepts SNAP, EBT and WIC benefits, ensuring that nutritious food is accessible to all residents.

The Market, one of the first Goodwill-operated grocery stores in the country, has already made a significant economic impact by creating 40 new jobs, with approximately half of the positions filled by Northwest Roanoke residents. LaCresha Brown, customer service manager and area resident, emphasized how the store will cater to the neighborhood’s diverse needs.

“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,” Brown said. “We’ll offer a variety of international foods that reflect our community’s cultural diversity, and we hope this encourages more families to cook at home and develop healthier eating habits.”

To ensure affordability, the Market offers both premium products and high-quality budget options. Shoppers can access additional savings through a rewards program that allows customers to clip digital coupons and earn points toward future purchases using just their phone numbers at checkout.

The store’s commitment to building community extends beyond its shelves. Following its grand opening, Market on Melrose hosted a Family Fun Day celebration with activities for children and adults alike—the first of many community events planned to bring residents together and create a welcoming gathering space for the neighborhood.

Market on Melrose represents just the beginning of a broader transformation in Northwest Roanoke. It serves as the first phase of Melrose Plaza, a comprehensive community hub that will soon include The Excel Center (Virginia’s first adult high school), Wellness on Melrose and a Bank of Botetourt branch. The plaza aims to address not only food insecurity but also health disparities, educational opportunities, and financial empowerment in the community.

For Northwest Roanoke residents, the Market represents more than just a grocery store — it’s a symbol of community renewal and investment in their neighborhood’s future. 

As elderly residents regain independence through walkable access to fresh food, families gather in the aisles to shop together, and local employees greet their neighbors at the checkout, Market on Melrose is already weaving itself into the fabric of daily life in Northwest Roanoke. Through this combination of accessible nutrition, job creation and community gathering space, the Market is helping restore the vibrancy and self-sufficiency that once characterized this historic neighborhood.

If your business or organization is interested in sponsorships or advertisements in The Rambler, you can learn more here.