'Grocerant' Hits Newburgh

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Towne Market launched over Labor Day weekend in Newburgh. Towne Market launched over Labor Day weekend in Newburgh.
NEWBURGH -

Newburgh is the test market for a "grocerant" concept its owner believes has potential to spread nationwide. Evansville native Brian Wedding is chief executive officer of Georgia-based parent company EX Capital. He says Towne Market offers a menu focused on healthy and natural ingredients for dine-in, take-and-bake and home delivery.

Wedding says other companies have similar offerings, but Towne Market is different. He says Dallas, Atlanta, Chicago and Indianapolis offer high-end markets, but he sees opportunity in delivering gourmet food to homes, something big grocers like Kroger aren't yet doing. "I like niches," Wedding said to Inside INdiana Business, "that's where money seems to be, or better margins." The launch of Towne Market expands his company's national portfolio even more. EX Capital currently includes roofing, wholesaling and automotive industry businesses.

He says the idea sprouted from a smaller business his sister started, which focused on meals for doctors that were paid for by pharmaceutical representatives in the Evansville area. "Sometimes it's just hard to get good food catered to you," Wedding said. "The term 'grocerant' is being thrown around and it is going to be that, but you're going to get a lot of products there, too."

Wedding says Evansville and places like Des Moines, Iowa have long been considered a prime dining test markets and for good reason. "If it works or sells in these markets, they tend to work when you roll them out in the coasts." Wedding says, if Towne Market is successful in the Tri-State, franchises could be next.

The Newburgh location offers breakfast, lunch and dinner options such as soups, specialty meat and hot meals. You can connect to more about Towne Market by clicking here.

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