The Board of Supervisors on Tuesday unanimously approved a new 30,711 square-foot Holiday Market grocery store serving Starbucks coffee and offering outdoor seating at 18805 and 18807 Pine Shadows Lane in Penn Valley.
The employee-owned store will be about a mile south of the current Holiday Market across from the Lake Wildwood community and will replace the current site.
Board of Supervisors Chair Lisa Swarthout said the timing of the project fits in well with her recent declaration that 2026 is the “Year of Small Businesses.”
“While this is considered a big business by our standards in Grass Valley, it’s still a small business so I’m happy to see you expanding in the community,” she told Richie Morgan, executive chairman of North State Grocery, which proposed the project. “I’m happy that you believe there’s enough business there to increase the size of your store and be successful.”
Supervisor Sue Hoek, who represents District 4 where the store will be located, praised the cooperation between the store, Lake Wildwood and the County to address concerns about traffic. “I look forward to see what (the new store) can do for our little community of Penn Valley,” she said.
The 100% employee-owned company North State Grocery Inc. has owned the Holiday Market in Penn Valley since 1989. Morgan said the new store will not only be bigger, but will have better parking and better access in and out than the current location.
“We think it will be a great grocery store,” he said. “We’ve been there 37 years. We think this will get us another 40 years for that community.”
Morgan said the improvements at the new Holiday Market in Penn Valley will be similar to those seen at the new Holiday Market in Lake of the Pines, which North State Grocery also owns.
Construction on the new Penn Valley store is expected to begin this summer and be completed by the end of 2027, Morgan said.
