New SoCo grocery store features Austin-based products

Will Kreznick

Back in 2005, when South Congress Avenue was just taking root as an Austin retail destination, a 1,700-square-foot specialty market called Farm to Market opened on the row of shops, sandwiched between what was then 7 restaurant and a now-closed location of Texas French Bread.  This was also when locavores, supper clubs, farmers markets and the Slow […]

Back in 2005, when South Congress Avenue was just taking root as an Austin retail destination, a 1,700-square-foot specialty market called Farm to Market opened on the row of shops, sandwiched between what was then 7 restaurant and a now-closed location of Texas French Bread. 

This was also when locavores, supper clubs, farmers markets and the Slow Food movement became part of the city’s food ecosystem. For 15 years, Farm to Market catered to that demographic, selling fresh produce, flowers and local products to people who lived in the neighborhood or who found themselves shopping on what has become one of the most popular foot traffic destinations in the city. 

But even the local food mainstays have to evolve. Last year, Peg McCoy, who opened the store with fellow Austin food lover Mary Mahaffey, sold the business to Steph Steele, a hospitality veteran who worked for more than 20 years at the flagship Whole Foods downtown. 

More:Whole Foods is now selling this Austin restaurant’s renowned pasta at all of its Texas stores

Farm to Market opened on South Congress in 2005, and a new owner has refreshed and rebranded the store.

Steele has renovated the space and rebranded the company as Tiny Grocer, which reopened in early March and is now selling more than 3,000 goods, from local and well-known products (like Franklin Barbecue sauce or Rancho Gordo beans) to buzzy local brands (such as Austin’s Siete Family Foods or Barton Springs Mill flour).

She’s also selling fresh fruits and vegetables, wine, spices, a small selection of housewares and some prepared foods and sandwiches from a deli case. There’s also a walk-up window where customers can order espresso drinks, teas and pastries.

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