Last fall, Indy Fresh Market opened its doors for the first time. A year later, the store is still looking for local support.
The community grocery store, located on East 38th Street, was created in response to a growing food desert on Indianapolis’ east side. The idea was to have a neighborhood market with fresh produce, provide jobs with wrap-around services and support for the community, said Ashley Gurvitz, neighbor and former CEO of Alliance of Northeast Unification.
“Healthy communities cannot thrive unless you meet those basic needs, so we have to support the grocery store to be able to feel like our quality of life will be met,” Gurvitz said. “And while we are really grateful that a lot of developments come in, we as a community have to stand in alignment together, so when outside interests come in, we’re not being displaced.”
A market for the community
Kroger, Aldi, Walmart and Safeway reportedly left the area or moved to locations further north. For many residents, this meant a simple trip to the store required driving miles away from their homes rather than right around the corner, Gurvitz said.
So, after years of planning, Indy Fresh Market was born from a collaboration between Cook Medical, IMPACT, Martin University, United Northeast CDC, Goodwill of Central Indiana, neighborhood association leaders, the City of Indianapolis and national grocery store expert Joe the Grocer.
The store is currently being managed by Goodwill of Central Indiana, and employees have access to all the organization’s wrap-around services, including housing support, legal aid, mental health services, health care and soft skills training.
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“It is a community store … but now moving forward, we’ve hit year one, and what do we do to make sure that we garner more community trust?” Gurvitz said. “The biggest goal is seeing that now that we have a grocery store, how do we keep those doors open so we don’t go backwards as far as progressing your neighborhood?”
Cost of convenience
However, the store did not do quite as well as many had hoped in its first year, said James Campbell, president of the Sheridan Heights Neighborhood Association.
Part of that could have been a lack of marketing the store to their immediate community or its sudden change in ownership, but like any business venture, Campbell said there are bound to be growing pains.
Indy Fresh Market strives to be intentional about the products on its shelves and will switch out brands or items based on community feedback and need, Campbell said. Prices are high at all the grocery stores, and they are higher at a fresh food market because they do not have the outlets the major chains do.
“They’ve negotiated with some other vendors and this, that and the other to bring the prices down,” Campbell said. “But because it’s new, because they’re still searching for the best way to see with lowering prices and getting the right products, it takes a while to do that.”
In addition to being a part of the planning and development team for Indy Fresh Market, Gurvitz and Campbell both live in the neighborhoods surrounding the shop and use it as their main grocery store. Although Campbell admits his wife — who does the shopping — needs to supplement some items at other stores, he can save money and gas by getting fresh produce there instead.
For Gurvitz, who has both an 8-month-old child and pets to care for, the market carries most of the staples her family needs throughout the week from diapers to dog food to fresh produce.
“We’re introducing all different types of fruits and vegetables (to my child’s diet), and it’s been great,” she said. “When he eats, I feel comfortable that he’s getting the best if I get it from the store.”
Investing in the market
The success of Indy Fresh Market is critical — not just because of the financial investments from Cook Medical and endorsement of the neighborhood associations — but because the community needs a full-service grocery store, Campbell said.
The 38th Street corridor is growing and developing, especially with the construction of the Eskenazi facility and completion of the Purple Line, which launched Oct. 13.
“We try to make it more beneficial because it’s right in the community and offers everything the community needs,” Campbell added. “We’re still improving as far as the products that the people are asking for — and that’s the step-by-step process — but it is improving.”
Delesha Marshall, a resident of Indy’s west side, heard about Indy Fresh Market from her brother who is employed there. She and her family decided to check out the store for the first time on Oct. 10.
“It’s pretty nice,” Marshall said. “So far, from what I’ve seen, prices are way cheaper than what the groceries stores I go to.”
Despite not living in the area, Marshall said she would definitely come back in the future to support the store.
Despite rumors circulating in the community about the fate of Indy Fresh Market after its co-owners left the venture, Campbell said the store is in no danger of closing its doors but is actively looking for new, permanent ownership.
“We cannot overshadow that there is a collective mission to keep this neighborhood fed, make sure this neighborhood can shine, and most importantly that there are great ways for others to get in and get involved and share the feedback,” Gurvitz said.
Indy Fresh Market is open daily from 7 a.m. to 9 p.m. at 6160 E. 38th St. For more information, to shop online or to apply for a job, visit indyfreshmarket.com.
Contact Arts & Culture Reporter Chloe McGowan at 317-762-7848. Follow her on X @chloe_mcgowanxx.
