Palmers’s Market Celebrates 175 Years With Major Renovation and Upcoming Grand Reopening on May 23rd
Rochester’s Fifth-Generation Family Market Adds Expanded Space, New Levi Palmer Dry Age Room, and In-Store Café Seating; Grand Reopening Set for May 23, 2026
HENRIETTA, N.Y. — Palmer’s Direct To You Market, the retail arm of Palmer Food Services and one of the longest continuously operating family-owned food businesses in New York State, is preparing to reopen following a comprehensive renovation that has expanded the market’s footprint by 40%, nearly doubled the size of the meat room, and added new in-store café seating. The announcement comes on the heels of the Palmer organization marking 175 years of unbroken service to the Greater Rochester community.
The market, located at 900 Jefferson Road, in the Genesee Valley Regional Market complex in Henrietta, has reopened its doors to the public, with a formal Grand Reopening celebration and ribbon cutting ceremony planned for Saturday, May 23, 2026 at 9:00 AM.
Among the renovation’s signature features is the Levi Palmer Dry Age Room — a glass-windowed dry-aging showcase named in honor of the company’s founder, who opened his first storefront at Rochester’s Centre Market in 1849. The room reflects both the market’s deep roots in Rochester’s food culture and its ongoing commitment to premium craftsmanship. The renovation also includes a redesigned entry with improved natural light and traffic flow, new retail fixtures, cases, and signage, and a revised kitchen menu focused on fan favorites and unique house dishes.
"We all enjoy delicious food — and for over 175 years we’ve been blessed to provide it," said Dwight “Kip” Palmer, CEO of Palmer Food Services and fifth-generation owner. "Our refreshed market is better than it’s ever been, because service, skill, and value matter more than ever. Our people make all the difference. We’re looking forward to welcoming you back and being a part of the meals that matter most."
Palmer’s Direct To You Market is known throughout the Rochester region for its custom-cut butcher service, unmatched selection of fresh meat and seafood, and a full restaurant-quality kitchen menu. Palmer’s is the area’s largest provider of Certified Angus Beef®, regarded for its flavor and tenderness above USDA Select, Choice, or Prime alone. Palmer Food Services, the parent company, is a broadline foodservice distributor serving restaurants, educational institutions, and hospitality operators across New York State, and has operated a retail presence continuously since its founding.
The Grand Reopening celebration on May 23 will feature a formal ribbon cutting with community leaders and elected officials, food demonstrations and tastings, giveaways, and the full opening of the renovated market to the public. The event begins at 9:00 AM.
Palmer’s Direct To You Market is located at 900 Jefferson Road, Rochester, NY 14623. For business hours and more information, visit palmersdirecttoyou.com, call (585) 272-9470, or follow the market on Facebook and Instagram at @palmersdirecttoyoumarket.
About Palmer Food Services
Palmer Food Services is a fifth-generation, family-owned and operated, wholesale food service distributor based in Rochester, NY. As one of the nation’s oldest food service providers, Palmer Foods is dedicated to providing independent restaurateurs and institutions with the finest quality products and services available in the marketplace.