It’s Finally Here: Downtown’s New Grocery Store

Written by Elisabeth Kay

The Downtown Neighbors Alliance is proud to announce that after a year of hard work and recruitment, we have secured a new grocery store for the Golden Triangle. DNA is making residents of downtown Pittsburgh’s dreams finally come true, as the opening of the grocery store will be at 817 Liberty Avenue. 

It all started in 2024, as we were beginning our Liberty Avenue Project along with the existing Retail Recruitment program. One thing stood at the top of our list: a grocery store. Something that downtown has been lacking for years, something that we knew we could make happen. And then we found Eric Iacone, a graduate from Carnegie Mellon University and affiliated with Riverwards Grocery store in Philadelphia. What stood out about Eric was his intelligence, knowledge and passion for the food and produce industry.

“There were times we didn’t think it would happen,” John Valentine, president of DNA reflects back on the beginnings of this project, “but I knew the persistence and hard work of the stakeholders would make it happen. A special thank you to Rugby Realty and its leaders, Aaron Stauber and Larry Walsh. Without their commitment to downtown this project wouldn’t happen. We are now sending Eric to the Pittsburgh Downtown Partnership for their assistance with their Rent Abatement Program.”

Well Well Market is just the beginning of our Liberty Avenue Project, which will turn Liberty Ave. and Downtown Pittsburgh into a flourishing area that draws people in. We know a grocery store is a game changer for this city, and we’re more than proud to work with Eric Iacone to make it happen.

Eric knew Pittsburgh is where he planned to settle down. He surrounded himself with the history the downtown buildings hold, and that led him to become fascinated in the revitalization of downtown; this pushed him to attend town halls, and different city-wide events. His love for food followed him wherever he went, and when an opportunity for a grocery store nuzzled into the heart of downtown arose, he couldn’t help but run towards it. 

Eric describes the world of food as the “place where he belongs.” Having worked at various grocery stores local to him throughout his high school and undergraduate years, that sense of belonging always stuck with him. While completing his MBA at CMU, he worked on a capstone project in Chile focusing on a vertical farming startup. There, he worked with Ivy Hu, who is now co-founder of the grocery store that downtown is going to call its own. Hu has her own love of grocery and food, built from working with her family-owned grocery store in China. She fell in love with Pittsburgh while at CMU, and this project wouldn’t be complete without her.

Well Well Market will bring fresh produce to downtown Pittsburgh like it’s never seen before. Being part of the Independent Natural Food Retailers Association, more than 40% of products in the store will have organic certification, and will boast affordable prices– something not usually seen in bigger grocery stores. Produce, dairy, prepared foods, and so much more will be accessible to residents of downtown Pittsburgh, stepping away from merely dry goods and preserved foods lining shelves. But, don’t fret– this will still be a full-service grocery store, with products addressing all categories and needs, such as hygienic needs, a bulk foods section, and a floral department. It’ll also have a cafe and juice bar, allowing visitors to indulge in a quick pick-me-up!

The store will reflect downtown Pittsburgh and its residents. One of the most exciting parts of the opening of this grocery store, to Eric, is the community that comes along with it. Getting to know regular customers and interacting with them is something that Eric has valued while working in grocery stores in the past, and he looks forward to building a community of downtown residents.

Brett Walsh of Hullett Properties also has played a huge role in getting the store established. Not only in his efforts to raise funds but also in his assistance in recruiting Eric Iaocone were invaluable. “Hullett’s commitment to Liberty Avenue’s resurgence is a top priority for us. I want to commend the DNA and Mr. Valentine for their vision and determination to get this project completed. We had many setbacks, but DNA never gave up.”

This is the first article on what will be a recurring series on updates of new businesses arriving and the progress of the Liberty Avenue Project.

Well Well Market will be set on 817 Liberty Avenue, and is in the early stages of setting up. It’ll be here before you know it. 

If you have any questions or an interest in opening a business downtown please reach out to us at jvalentine@pittsburghdna.org.