Pine Valley Market Expands to Second Location

After more than two decades of building a strong reputation, Pine Valley Market is expanding to a second location at the former Sweet N Savory building at 1611 Pavilion Place. Chef Christi Ferretti, who co-owns the business with Matt and Christyanna Durand, said she is excited about the opportunity to expand but is still navigating the whirlwind of decisions to be made.

“Right now, we are very functional where we are, but it’s functional dysfunction because we’ve grown within this small space and we’ve learned how to work with it,” Ferretti said of the current location. “So now it’s like you’re giving me all this room, and we haven’t quite figured out all the logistics.”

By logistics, Ferretti is referring to the extensive catering operation the market runs from their current location, in addition to stocking grab-n-go cases and serving lunch Monday through Saturday.

The new location, due to open later this summer, will not replace the original South College Road market. Instead, Ferretti says both locations will continue to operate, each with a unique role in the growing business.

“The only changes at the College Road location are going to be internal,” Ferretti said. “We’re just falling all over each other in the kitchen there. But what we offer there isn’t changing.”

What is changing is the scale and functionality of the business, thanks to the much larger kitchen at the new location. With two independent hood systems and a more spacious layout, the new site opens up the potential for expanding prepared meals, retail offerings and catering capacity.

“Our hope is that we’ll be able to do all of our production stuff more efficiently,” Ferretti said. “We’re still figuring it out, but that kitchen is going to let us breathe.”

Catering operations will likely continue to be run out of the current location, at least to start, and Ferretti said the team likely won’t be able to fully determine exactly how all the pieces will fit together until the new space is functional and they can assess what works best.

“We definitely turn things down now just because of space,” Ferretti said. “In theory, we’ll be able to expand our platter menu and send them out from both locations. The big events? We’re already booking into 2027, so that’s not slowing down.”

The new location, which is undergoing major renovations including new floors, electrical work and ceiling replacements, will offer table service and expanded hours for breakfast, brunch and lunch. Guests can also expect an espresso bar, beer and wine options, a small cocktail list and a full bar available for private or after-hours events.

Retail will play a larger role too as well with an expanded selection of both grab-n-go and specialty items.

“We’ll have a big wall of glass merchandisers for fresh and prepared foods right when you walk in,” Ferretti said. “It’s a walk-in style setup where staff can stock from behind, and guests grab from the front.”

Though the kitchen won’t be as open a concept as the South College Road location, they’re exploring ways to include glass windows to maintain some connection with guests.

“It’s part of what our staff loves,” Ferretti said. “We won’t have the same interaction, but you’ll still be able to see some of the action.”

Pine Valley Market expects to double its current number of employees with the opening of the new location.

One thing that hasn’t been finalized: the name. While the business has been known and loved as Pine Valley Market since it first opened in 1997 under previous ownership, Ferretti and her team are debating whether to stick with it or rebrand the new location.

“We’re torn between keeping the name for recognition or choosing something new that reflects the beachside location,” Ferretti said. “Pine Valley Market or PVM at the Beach are contenders, but are kind of lot to say when answering the phone.”