Goodwill of the Valleys Opens Market on Melrose, a Transformational Project in Northwest Roanoke

The opening of the Market on Melrose on November 13, 2024, marks an exciting and transformative moment for Northwest Roanoke. This $34 million investment, developed by Goodwill Industries of the Valleys, not only brings a new, modern grocery store to an area long considered a food desert but also introduces a wave of opportunity and employment to the community.

Exterior of the new Market on Melrose in Northwest Roanoke, VA. The building is modern and there are balloon pillars out front for the grand opening celebration
Market on Melrose Grand Opening Celebration on Nov. 13, 2024

For too long, residents in Northwest Roanoke have faced limited access to fresh, affordable food options—a basic necessity that most take for granted. With the opening of the Market on Melrose, fresh groceries are now available within a convenient distance, alleviating the strain on families who previously had to travel great lengths to meet their needs. This grocery store fills a vital gap, promising not only improved health outcomes for local families but also a strengthened sense of community.

Goodwill of the Valley’s president and CEO, Richmond Vincent, addresses attendees at the Market on Melrose Grand Opening.

But the impact of this project extends far beyond access to food. Market on Melrose has created 86 new jobs, with 40 positions already filled—primarily by Northwest Roanoke residents. This focus on local hiring is significant, as it brings stable employment and fair wages to an area that has historically faced economic challenges. By providing these new jobs, the Market on Melrose is helping to elevate lives, offering community members the chance to gain meaningful employment and build a brighter future.

Over a hundred professionally dressed people are seated under a white tent for the Grand Opening of the Market on Melrose in Roanoke, VA
Hundreds gather for the Market on Melrose Grand Opening on Nov. 13, 2024

This project is a testament to the power of economic development in fostering resilience and opportunity in areas that have been neglected for too long. It’s an investment in the potential of Northwest Roanoke and its residents, offering not just groceries but also the hope and pride that comes with positive transformation.

Giant letters spelling out "Market on Melrose" for the market's grand opening on Nov. 13. The letters are white with colorful outlines, and there is a beautiful, colorful balloon arch on top of the letters. Two people are standing on either side of the display with their arms spread wide open.
Market on Melrose Grand Opening in Roanoke, VA, Nov. 13, 2024

Congratulations to Goodwill of the Valleys and all involved in bringing this vision to life. Market on Melrose is more than a grocery store; it’s a beacon of growth, equity, and renewal for Northwest Roanoke.

For more information on this exciting new development, visit the Market on Melrose website.