The City of Pell City welcomed Fresh Value in a Ribbon Cutting Ceremony on Wednesday at 1009 Martin St South, in the Pell City Marketplace Shopping Center. 

This is Fresh Value’s third location in the Birmingham metro area and the first location in St. Clair County.   Fresh Value is a family-owned store that offers a convenient location, high quality foods, friendly service, and great prices.  

Fresh Value is owned by Fourth Avenue Supermarket Inc. which was founded in 1951 in Bessemer, by Frank D’Alessandro. His sons took over in the 90’s and eventually sold the business to Gerry D’Alessandro in 2013.  Gerry is a third generation owner and 4th generation grocer and has expanded the business to five locations and is currently evaluating other opportunities for further growth.

“For years I have wanted to open a location in Pell City and when the opportunity came available I was very excited,” said Gerry D’Alessandro, owner of Fresh Value. “Growing up I would always come to Logan Martin with friends and family. I enjoyed it so much I bought property here on the lake a few years ago. As a Pell City property owner myself, I knew a grocery store such as Fresh Value would only further increase my property values for myself as well as everyone else in the City. This was an easy decision for me. We look forward to serving the citizens of Pell City.”

“The County Commission shares in the community’s excitement about the opening of Fresh Value in Pell City,” said Paul Manning, Chairman of the County Commission. “It will provide a valuable service to our citizens and retain local jobs.”

“I think the nearly complete redevelopment of this entire shopping center speaks volumes on the strength of our local economy and this trade area,” said Bill Pruitt, Mayor of Pell City.  “Fresh Value is a welcomed new member to our family of quality retailers in Pell City.”

“The owner, Gerry D’Alessandro, has been great to work with on this project and we welcome him into the shopping center with our other quality stores.  Any city would be fortunate to have them in their community,” said Micah Lacher, president of Anchor Investments and owner of the Pell City Marketplace Shopping Center.