Market 32 and Price Chopper are celebrating a decade since opening the doors to the first Market 32 store with a “10 Years Fresh” campaign.
The Market 32 concept started as a bold idea to create a more modern grocery shopping experience to meet the changing needs of customers. The new store design would be so different, the grocer says, that it called for an entirely revamped brand, beginning with its name, which pays homage to founders Ben and Bill Golub, who opened their first grocery store in 1932. The new brand identity emphasized a fierce commitment to giving back, providing fresh, locally grown and made products and delivering excellent value every day.
“Produce is at the very heart of Market 32’s 10 Years Fresh story,” says Christina Stipe, director of produce for Market 32 and Price Chopper. “We continue to differentiate ourselves with expanded and unique varieties, a growing organics footprint and by working closely with the industry to bring fresh offerings and promotions at the peak of their season to give our guests the best possible eating experience — true quality and value.”
The grocer is committed to supporting local growers, Stipe says: “Supporting local growers has been a steadfast commitment since Market 32 and Price Chopper’s founding almost 95 years ago, and today that means year-round partnerships with farmers and suppliers who bring us everything from apples and mushrooms to herbs, dips and packaged salads. Many of these programs are sourced directly within our six-state footprint, reducing miles on the road and strengthening regional economies. We’re proud to highlight our partners in stores and online, so guests know that when they shop with us, they’re not only getting the freshest fruits and vegetables, but also supporting their neighbors and communities.”
To help families stretch their grocery dollars, Stipe says the grocer offers incentive programs.
“We’re also committed to increasing accessibility to fresh fruits and vegetables through incentive programs like Double Up Food Bucks NY, which helps families stretch their grocery dollars and encourages buying decisions that contribute to improved overall wellness,” Stipe adds. “And beyond affordability, we see produce as the hero of the food world: nourishing, versatile and central to a healthier lifestyle. It embodies the idea of food as medicine, with the power to positively impact the way people feel and live. At the same time, we work to ensure accessibility and sustainability, balancing value for our guests with the realities of farming in the Northeast, which isn’t for the faint of heart. That balance — superior quality and value, an exceptional customer experience and deep community connection — is exactly what 10 Years Fresh is all about.”
In the 10 years since the company launched its new brand, communities have come to rely on Market 32, and customers’ input and preferences continue to guide the brand’s local offerings and strategies.
“The last 10 years have been about evolution, impact and enduring freshness,” says Blaine Bringhurst, president of Market 32 and Price Chopper. “But this anniversary is not just about the age of our stores; it’s about the customers who choose to shop with us, every devoted team member and the community partners and local vendors who deliver something special to our shelves. We’ve grown together for a decade, and this is just the beginning of our story. The Market 32 concept was shaped by and for our customers, and we’re committed to the important work of listening and adapting to ensure this remains true for decades to come.”
Now celebrating 10 Years Fresh, the multifaceted initiative will provide customers with extra savings to stretch their grocery dollars and showcase the company’s commitment to serving local communities, the company says.
Rolling out over the next 10 weeks, customers can expect:
- The opportunity to win free groceries for a year.
- Special savings thanks to the company’s plans to give away an additional 32 million AdvantEdge Rewards points — customers have already saved over $19 million so far in 2025; now Market 32 is helping shoppers save even more.
- Free weekly PICS product giveaways and celebratory sampling events.
- The option to purchase an anniversary flower bouquet in Market 32 stores for $10, with $1 from every purchase supporting local food banks.
- e-coupons on signature items dropping weekly.
- Details about expanded multicultural offerings.
- Exciting updates about even more ways Market 32 plans to serve its communities in its stores and outside of them.
On Sept. 7, customers, employees, community partners and elected officials gathered at Market 32’s location in the Clifton Park Shoppers World Plaza to reflect on 10 years of impact and toast to the future. This Market 32 location was one of the first three proof-of-concept stores that the company opened in 2015. Free sampling stations from over 20 local and national producers offered guests a chance to savor some of the products and flavors synonymous with the innovative spirit of the brand. Additional sampling events will take place during the 10-week initiative across several Market 32 locations.
“This milestone is a testament to the power of what it means to truly listen to the needs of customers,” says John Persons, CEO of Northeast Grocery, Inc., the parent company of Market 32 and Price Chopper. “Since inception, Market 32 has built meaningful and longstanding partnerships, grown its loyal customer base and consistently delivered when our communities needed us most. At Northeast Grocery, we’re thrilled to see our teammates, shoppers and neighbors come together in support and to be a part of the journey.”
Today, the Market 32 brand has firmly established a fresh-forward, food-focused identity and people-first commitment. The company’s impact can be measured in the employment opportunities it provides, the local families it feeds, the generous donations of food and funding given to local nonprofits, and the local businesses and farms it supports, the company says.
Over the past 10 years, Market 32 and Price Chopper have contributed over $11.7 million in financial donations for charitable causes, raised over $17.3 million through in-store fundraisers and donated over 21 million pounds through its Fresh Recovery program, which donates unsold fresh food to area food banks. The company has successfully converted and opened 51 Market 32 stores across its six-state footprint, in addition to its 78 Price Chopper locations and Market Bistro. With over 15,500 employees and partnerships with hundreds of local businesses, the company says it remains deeply rooted and committed to growing in the communities it serves.
While the anniversary serves as a celebration of Market 32’s past, the company is also looking ahead to its future, with plans to continue investing in store renovations and customer experience, as well as ambitions to accelerate expansion efforts throughout its geographic footprint. Market 32 is inviting customers — old and new — to stop by stores and be part of the next decade and beyond.
