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Little Giant Farmers Market gets new owner

Georgia chain sold to member of Mitchell Grocery family

Russell Redman

June 14, 2019

3 Min Read
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Jackson Mitchell, CEO of Jackson Mitchell Holdings.Photos: Jackson Mitchell Holdings

Atlanta-area grocer Little Giant Farmers Market Corp. has been acquired by Jackson Mitchell Holdings Inc., a company led by a member of the family that owns wholesaler Mitchell Grocery Corp.

Financial terms of the deal, closed yesterday, weren’t disclosed. Jackson Mitchell Holdings said Friday that Jonesboro, Ga.-based Little Giant will become a subsidiary and operate under its current corporate structure. The independent grocer’s stores are located in Riverdale, Jonesboro, Decatur, Newnan and Sargent, Ga.

With the sale, Little Giant owner Mickey Dixon is retiring, and the chain will be led by Jackson Mitchell, founder and CEO of Jackson Mitchell Holdings. Mitchell is a fourth-generation member of his family's business, Mitchell Grocery, where he has served as director of store development for the past five years.

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Little Giant founder Mickey Dixon with Jackson Mitchell, new owner of the Georgia chain.

"It's a unique opportunity to be a part of a great family-owned business that's stable, established and has great people," Mitchell said in a statement.

Little Giant’s 175 employees have been offered continued employment under the new parent company, Jackson Mitchell Holdings said. Mitchell Grocery will serve as the primary wholesaler for the Little Giant stores, which have begun the supply transition.

Related:Mitchell Grocery aligns with Ace Hardware wholesaler

"I'm very pleased with Jackson taking over this operation. Little Giant has been my family away from family for the last 30 years, and I feel very confident about these great people going forward with our vision,” Dixon stated. “I feel that they have the same morals and standards that align with our company values, and that is very important to me. The fact that they are honoring all employees by allowing them to continue to work here makes me feel good, and I am confident that I am leaving our loyal customers and employees in great hands.”

Dixon founded Little Giant in 1984 with the opening of a store in Riverdale, which focused on farm-fresh produce and offered some bakery and dairy items. The retailer began the transition from a farmer’s market to a full-service supermarket in 2002, when it expanded the Riverdale store’s offerings and added another location in Jonesboro, which is currently its flagship store. Little Giant opened its third location in Decatur in 2009 and then in the summer of 2012 added stores in Newnan and Sargent.

Mitchell said he plans to upgrade the Little Giant stores and create a more engaging customer experience while maintaining the banner’s focus on freshness and value. Efforts will include expanding the assortment — with fresh seafood, bulk foods and more grab-and-go items — and the addition of a deli and a bakery at all stores, plus broader deli and bakery offerings at the Newnan and Sargent locations.

Looking ahead, Mitchell aims to grow Little Giant’s presence in metropolitan Atlanta, where he’s a resident. He said he became interested in the chain while working on the development of a new grocery store concept called FreshTake.

"I look forward to serving the metro Atlanta area and the Riverdale, Jonesboro, Decatur, Newnan and Sargent communities by offering value, fresh products, convenience and fresh thinking to enhance the customer shopping experience," Mitchell said.

Based in Albertville, Ala., Mitchell Grocery serves more than 200 independent supermarkets in the Southeast. It distributes over 20,000 products — including grocery, fresh meat and produce, dairy, frozen, health and beauty care, deli and bakery items — and offers the Food Club and Valu Time private labels, as well as retailer support services.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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