New, upscale grocery store opens in SLO County. Get a look inside

A new full-service grocery store officially opened in the North County on Friday.

Valley Fresh Market in Atascadero offers a one-stop shop for fresh produce, deli meats, shelf-stable products and more.

“We’re a family-owned business,” store owner Greg King told The Tribune. “We just serve local communities. We’re really in touch with what’s going on locally.”

In addition to owning Valley Fresh Market, King is also one of the founders of California Fresh Market in San Luis Obispo and Pismo Beach and owns another grocery store in Solvang.

Located in the new Del Rio Marketplace at 1829 El Camino Real, right off the Highway 101 exit at Del Rio Road, King said Valley Fresh is the easiest-access food store in the North County.

The upscale market sources its proteins, fresh produce and even its ancient sourdough starter locally, bringing quality food to its customers at affordable prices, King said.

But King said the store’s true charm is its emphasis on “old-fashioned service” and a customer-first approach.

“What really makes our store special are the people,” King said.

What’s inside Valley Fresh Market?

The first thing customers see upon entering Valley Fresh Market through the south door is the store’s coffee bar, where beans are roasted on-site daily.

“The best coffee in the world is whatever roaster you’re sitting closest to,” King said with a smile. He’s been roasting his own coffee since 2001.

With the in-store cafe on their left, customers will see the sushi bar on their right, filled with fresh handmade rolls made daily.

Walking straight ahead, shoppers will then find the fresh salad and soup bar, the service deli counter and the bakery, complete with a pizza oven. King has been using San Luis Sourdough’s starter in his stores since 2012 for freshly baked breads.

“It’ll feel like an abundance of food and energy,” King said.

Trained chefs work the hot food bars in all of King’s stores, often adding their own personal touch to store favorites.

“A lot of our recipes over the years have come from our employees,” he said.

In-store and outside seating will be available for those buying and eating ready-to-go meals.

Heading toward the back of the store, shoppers will find the milk box with dairy sourced out of Fresno, as well as a full meat department with fresh fish bought six days a week and carrying Creekstone Farms premium beef — King’s favorite.

Across the aisles, customers will find a full array of dry and frozen foods, including local brands like F. McLintocks Famous Trail Camp beans. The store will even host a supplement department, King said.

King tries to purchase in bulk from California suppliers to provide fresh food options at affordable prices.

“I’m able to bring those cost savings to our customers,” he said.

How to visit Valley Fresh Market

The new Valley Fresh Market will be open seven days a week from 6 a.m. to 10 p.m.

The store opened for business on Friday at noon.

This story was originally published October 2, 2025 at 5:00 AM.

Chloe Shrager

The Tribune

(805) 781-7809

Chloe Shrager is the courts and crimes reporter for The Tribune. She grew up in Palo Alto, California, and graduated from Stanford with a B.A. in Political Science. When not writing, she enjoys surfing, backpacking, skiing and hanging out with her cat, Billy Goat.