How Atlanta’s New Azalea Fresh Market Is Flipping the Script on Food Access

It’s 7:00 a.m. on a Thursday in Downtown Atlanta, and the Olympia Building is buzzing again. Not with tourists snapping selfies by the Flatiron-style landmark, but with students, office workers, and residents picking up peaches, milk, and grab-and-go items for lunch. Welcome to Azalea Fresh Market — Atlanta’s first municipal grocery store and a bold new solution in the city’s battle against food insecurity.

A Growing Need

Food insecurity isn’t an abstract idea in Atlanta — it’s a daily reality. Roughly 14% of residents live in neighborhoods without easy access to fresh, affordable groceries. That means thousands of families often rely on gas stations, convenience stores, or fast food to feed their households.

The opening of Azalea Fresh Market changes that story for one of the city’s most underserved areas, directly addressing a USDA-designated low-income, low-access zone.

Working in partnership with Invest Atlanta and Independent Retailer Paul Nair, founder and CEO of Savi Provisions and the owner/operator of the store, the team behind Azalea Fresh Market has transformed an unused downtown space — a historic flatiron building that once held a Walgreens — into something that’s part grocery, part community hub, and part economic engine.

“At Savi Provisions, we’ve always believed in giving back, but this initiative goes beyond one-time efforts and cements our commitment to being an Atlanta institution that truly serves and partners with community,” said Nair.

And with an estimated $6 million annual economic impact and more than 5,500 customers expected each month, Azalea Fresh Market is fueling job growth, too.

“The opening of the city’s first municipally owned grocery store will not only enhance access to fresh, affordable food but also stimulate local job growth and continue to invigorate the Downtown economy,” said Dr. Eloisa Klementich, president and CEO of Invest Atlanta. "Slated to serve over 5,500 people per month, the estimated total economic impact from this store is over $6 million. This initiative is a significant step toward fostering sustainable development and enriching the lives of our residents."

Partners like the Independent Grocers Alliance (IGA), Associated Wholesale Grocers (AWG), and Georgia Grown have stepped up with support to help make the store a success. IGA is providing technical assistance and retail consulting support, AWG is providing the buying power to keep prices competitive, and Georgia Grown is supporting a strong local lineup of produce and specialty products that give the store a unique, local feel.

Mayor Andre Dickens put it simply, “This grocery store is not just a place to shop — it is a community hub that will serve neighborhood residents, support Georgia-grown products, and promote healthier lifestyles as we continue to revitalize Downtown.”

Atlanta Mayor Andre Dickens poses with Azalea Fresh Market staff and shoppers. 

Not Your Cookie-Cutter Grocery

If you’re picturing a bland, fluorescent big-box store, think again. Azalea Fresh Market looks and feels like a bustling hub of Atlanta. Walk inside the classic flatiron façade, and you’ll find local produce, multiple meats cases, pantry staples, and a second-floor lineup that includes breakfast offerings, lunch sandwiches and salads, sushi from High Roller Sushi, and coffee from Atlanta’s own Dope Coffee. It’s designed around what this community asked for: fresh, prepared foods and local flavor.

The upper-level food court area will serve as a gathering place for all, but especially for the Georgia State University students attending classes at the downtown campus, which is around the corner. An abundance of seating and a great view of downtown Atlanta will make it a wonderful place to enjoy a meal, visit with friends, or study for the next class.

With buying power from AWG, Azalea can keep prices competitive while spotlighting a strong local lineup through a partnership with Georgia Grown. SNAP and WIC are accepted, and everyday staples, like produce, bread, milk, cereal, are priced with affordability in mind.

"One of the biggest struggles for small, independent grocery stores is finding partners willing to distribute food at a fair price,” IGA CEO John Ross said. “It’s often not profitable for many wholesalers to serve one small urban grocery store."

For Azalea Fresh Market, it took strong relationships between IGA, AWG, Georgia Grown and funding through Invest Atlanta’s Tax Allocation District, Grocery Loan, and Middle Wage Job Fund programs to make this possible for the store and the community.

Invest Atlanta SVP Economic Development Laurie Prickett points to an Independent Grocers Alliance "Proud Member" sticker on the window of Azalea Fresh Market.

Safety, Jobs, and Second Chances

But this isn’t just about food. It’s about community. The city, Atlanta Police Department, and Central Atlanta Progress are all on board to ensure the market feels safe and welcoming. There’s even a partnership with the Downtown Rising initiative, a plan to address homelessness by providing stable housing and supportive services to unsheltered residents.

Mayor Andre Dickens calls Azalea Fresh Market, “a significant milestone in ensuring healthy, whole neighborhoods.” But it’s more than that. It’s proof that when cities back independent grocers with resources, training, and trust, real change happens. That change is something Dickens is determined to see through, as one of his strategic policy goals is to ensure all Atlantans live within a half mile of fresh, affordable food by 2030.

As Ross put it, “This initiative reflects the very best of what independents can do when given the correct support. Large chains may bypass these neighborhoods, but with the right guidance and resources, independents like Savi can step in to provide access to fresh, affordable food and become true community anchors. We’re proud to contribute our expertise to help ensure Azalea Fresh Market thrives as both a neighborhood grocery and a model for addressing food insecurity across Atlanta and beyond.”

For Atlanta, Azalea Fresh Market isn’t just a grocery store. It’s a fresh start, and one that other cities are already watching closely.