Wade on Birmingham

My day at Freshfully


Working the grand opening at Birmingham’s newest grocery store

My day at Freshfully

Working the grand opening at Birmingham’s newest grocery store

Storified by Wade Kwon · Tue, May 08 2012 12:12:36

Gray skies are dreary but balloons are cheery! http://instagr.am/p/KKsay-Lxux/Freshfully
My friends Jen Barnett and Sam Brasseale launched their business Freshfully in 2011, a Birmingham-based site where shoppers can order boxes of produce, meat and pantry items, all from Alabama farmers.

Last week, they opened their first grocery store as the winners of Occupy Avondale, a contest offering 6 months free rent in a retail space across the street from Avondale Brewing Company.
I spent a few days volunteering in the Freshfully market to help them with their grand opening. Take a look at all the great community activity from my first day on Thursday …
Emily Brown gave the rundown on all 3 days’ worth of cooking, music and more for the grand opening celebration.
Freshfully – Birmingham | Freshfully Grand OpeningFreshfully Grand Opening. May 3-5, Avondale. By: Emily Brown | Posted on: 04/ 23/2012. C31641rorhe9d709. Thanks to all of our supporters…
My friend Tamika Moore of the Birmingham News shot a terrific gallery of photos from the grand opening, including the founders Sam and Jen. (Read Marty Swant’s accompanying story.)
Freshfully opens Avondale market | FacebookFacebook
Slinging radishes, serenading shoppers. (@ Freshfully w/ @atticusrominger) http://4sq.com/JWEPIXWade Kwon
We saw a steady (sometimes overwhelming) stream of shoppers and residents throughout the grand opening. At one point, the store became flooded with well-wishers for the official ribbon cutting. In addition, the Birmingham News, ABC 33/40 and Fox 6 were on hand to cover the ceremony.
Ribbon cutting! http://pic.twitter.com/kr0sDPm7thePiècedeRésistance
Freshfully Market Ribbon Cutting | FacebookFacebook
Congrats to the @freshfully team on their ribbon cutting today! Come down and try the local tastes. Yum http://ow.ly/i/BsAoBirmingham Mtn Radio
Occupy Avondale winner @Freshfully’s @jenbarnett being interviewed for grand opening. Congrats!MainStreetBirmingham
Before opening each morning, I helped sort the produce, ensuring that only the best ones filled the bins. (Not to worry, the leftovers went to shelters and compost bins.)

You won’t see shoppers at supermarkets sharing their finds often, but you will at Freshfully. They are genuinely excited to show off the market’s locally grown and made wares. (See more photos from fans on Freshfully’s Facebook page.)
Grand opening @freshfully http://instagr.am/p/KLIWtVMo_H/Mallory Brasseale
@scottschablow @MezzoEnekes Eat your heart out. Bought it @Freshfully. @BelleChevre http://pic.twitter.com/LHrQvbAxSheree Martin
Let us indulge in lettuce. #Freshfullydee
Cute AL basket I got for free at Freshfully http://instagr.am/p/KLlGL9K1Sf/SayBre Photography
Getting some local produce at Freshfully! @ Freshfully http://instagr.am/p/KLflv2JnNe/Ryan McAnulty
Officially for sale at Freshfully in Birmingham http://instagr.am/p/KLgGdMq1QJ/SayBre Photography
The celebration included community members giving out free samples, discussing their products and enjoying the happy crowds wandering the aisles.

The Shindigs food truck parked out front, helping to promote its new box lunches to be sold at Freshfully. Other restaurants such as Urban Cookhouse and Chez Lulu also have grab-and-go meals there. The Chez Lulu turkey sandwich was delicious — I wolfed it down in about 3 minutes on my very short break that day.
The Shindig’s truck is here! Also, get a dollar off a beer at Avondale Brewing with your Freshfully receipt!Freshfully
Plus some steamed buns from @ShindigsTrucks! @ Freshfully http://instagr.am/p/KLiQ_XpnOt/Ryan McAnulty
We have grab & go lunches! @ Freshfully http://instagr.am/p/KK4BDuLxif/Freshfully
Right now at Freshfully: music by Bert Trotman, Birmingham Mountain Radio live, and free Indie Candy!Freshfully
Out at the grand opening of @Freshfully! Stop by do meet our founders and farm manager! http://lockerz.com/s/206206948AVAIL
One of my favorite finds was Pièce de RésistanceSyrah Gilley, founder of the McCalla-based specialty cookie company, came by to show off her latest batch.

She decorates each sugar cookie by hand, and the results are spectacular. I was blown away by the logos for Avondale Brewing and Freshfully on the treats (and they went fast).
Freshfully cookie display! Thank you so much to everyone who stopped by and helped celebrate the Grand Opening!… http://fb.me/1QzjS7U9hthePiècedeRésistance
Freshfully opens Avondale market | FacebookFacebook
OK, these are too cute– and yummy! Delicious ABC sugar cookies at Freshfully, hand made by Syrah Gilley of the… http://fb.me/1JmzPoXlwAvondale Brewing Co.
OK, these are too cute– and yummy! DeliciousFacebook
Being a neighborhood market means seeing neighbors stop by, of course. What better way to celebrate Freshfully’s debut than with friends old and new.
Fab @freshfully market stocked w/ Alabama goods! "Checked out" by @wadeontweets & @bjessicabush http://instagr.am/p/KLTQQCTWby/JamiesRabbits
@JamiesRabbits "checked out", ey?? I knew @WadeOnTweets Had a thing for you! @Freshfully is where it’s happenin’!ObjectivityRach
Le Grand Opening! (@ Freshfully w/ @solepixel) [pic]: http://4sq.com/K4Bk1kPierce
Grand Opening! (@ Freshfully w/ 2 others) [pic]: http://4sq.com/IIOCDcbrian dichiara
What could be better? @ShindigsTrucks and @CantinaonWheels dinner, @AvondaleBrewing beer, and @Freshfully’s grand opening.Jason Horn
GREAT first visit to @Freshfully. Super friendly staff, awesome products and finally got to chat with @WadeOnTweets and @FinerGrind, too!Amber Roberson
Now we’re having Jason Grover from Fridays on My Mind and Buffalo Rock Ginger Ale cocktails!Freshfully
Hot tea with local honey I bought at @freshfully on Tuesday. Mmmmm. #warmsthecocklesSherri Ross

Additional coverage …

Review of FreshfullyOn Wednesday before the Digital City movie event I went to visit Freshfully. This new business in the Avondale area of Birmingham feature…
Freshfully celebrates Avondale openingBIRMINGHAM, AL (WBRC)- Two days after it opened its doors for business in the historic community of Avondale, Birmingham-based grocery st…
Freshfully opens its doorsThe owners of Freshfully won the Occupy Avondale contest and received six months free rent in the new store.
I posted 13 photos on Facebook in the album "Freshfully Market Ribbon Cutting" http://fb.me/1QtJdcLwnBuy Alabamas Best
A look inside the Freshfully market in AvondalePosted: Thursday, May 03, 2012, 9:13 PM Freshfully, a market for Alabama farmers to sell their local produce, cheese, meats, nuts, honey …

Additional photos

Wade and Ms. Peanut Felicia Jackson!
I’m not saying that Wade Kwon is doing …Facebook
Wade with Freshfully marketing director Jessica Bush.
Just dropped in (finally) to @freshfully, and look at who I ran in to.. @bjessicabush @wadeont @ Freshfully http://instagr.am/p/KOK8-bBfMp/LK Whitney
Wade and Jen
See the post at my site with a bonus video. And see more photos in my Facebook album.

Video: A look inside the Freshfully market

5 Yips for “My day at Freshfully”

  1. Adventures in retail: The story of a super market « Birmingham Blogging Academy
    Tuesday, May 8, 2012, 4:21 pm

    […] wrote about my first day on the job at Wade on Birmingham using Storify, a tool that makes it easy to find and curate what people are sharing online. That […]

  2. Rachel @ Grasping for Objectivity
    Tuesday, May 8, 2012, 4:53 pm

    It was good to see you there! We really enjoyed Freshfully and will definitely be back. Thanks for the Groupon link, too!

  3. Wade
    Tuesday, May 8, 2012, 10:59 pm

    You’re welcome, Rachel! Glad you could come by for the celebration.

  4. Alpaca Farmgirl
    Thursday, May 10, 2012, 10:43 am

    So glad I saw your post on this store. Someone just called me about 5 minutes ago and said that I should sell my alpaca yarn at Freshfully! They’ve made quite a splash. I will have to look into that…
    Thanks for the scoop, Wade!

  5. Wade
    Thursday, May 10, 2012, 11:14 am

    Freshfully’s emphasis is on food, but you might have better luck at Alabama Goods in Homewood, which sells everything.

    In any case, I hope you’ll drop by Freshfully next time you’re in the neighborhood.

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