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A new grocery store is filling a long-standing gap in downtown Hattiesburg. Sincerely Grocery, a boutique grocery store specializing in locally sourced and specialty goods, held its grand opening on Feb. 1 at The Prospect on Main.
The Downtown Hattiesburg Association said for years, downtown residents have expressed a need for more convenient grocery options. Betsy Rowell, interim director of the Downtown Hattiesburg Association, highlighted the significance of Sincerely Grocery’s opening.
“The nearest grocery store—some people go to Petal, others go to Corner Market that is sort of just before you get to Midtown, and then of course there’s one in Midtown as well,” Rowell said. “It makes it very convenient if you’re in an apartment, and you can walk downstairs and across the street.”
A community-driven vision
Founder Rebekah Castilaw was inspired by her mother, who owned a craft store, to create a space she hopes serves as more than just a grocery store and becomes a hub for the community.
“When I heard that we just don’t have anything down here, it settled on my heart,” Castilaw said. “Studies have shown that people who have access to food that’s decently priced and available within walking distance—it’s really important to a community—and people are healthier, they’re happier and their lives just dramatically improve.”
The last grocery store in downtown Hattiesburg closed more than 10 years ago, leaving a void that Sincerely Grocery now aims to fill. The store offers a variety of specialty items, home goods, gifts, pantry staples, frozen foods and grab-and-go options such as sandwiches, salads and yogurt.
Local vendors have embraced the opportunity to showcase their products. Austin Smith of Smith Honey Farms was eager to partner with the new grocery store.
“We reached out to Rebecca whenever we first heard that Sincerely Grocery was coming to downtown, and (told her), ‘I was so glad to see a grocery store come to Downtown Hattiesburg—they need this and I’d like to be a part of this,’” Smith said.
Wanting to contribute to the new grocery store’s success, Smith saw an opportunity to bring locally sourced products to the shelves.
“So, I told her, ‘There is local familiarity with our product, we’ve been out here doing this for a little while, and I think that it would do well, because we have name notoriety,’” Smith said. “We also have the local honey that people oftentimes look for, and it seems to be doing very well for the short time that Sincerely Grocery been open.”
The market opportunity
The demand for grocery stores in Hattiesburg is evident. According to the Hattiesburg Retail Market Analysis grocery stores in Hattiesburg met about 59.47% of the total demand, leaving an opportunity gap of about 40.53%of the market opportunity.
Projected retail leakage data [an analysis that estimates the amount of potential retail sales that are currently being spent outside a specific geographic area, essentially “leaking” to other locations] indicates that the supermarket and grocery store opportunity gap is $130,562,840. However, the report also notes that “the presence of retail leakage is not a guarantee of success for prospective businesses.”
Despite this, Sincerely Grocery has already drawn strong community support, with many customers excited about having a locally owned grocery store downtown.
“It is delightful to be able to walk a block and a half away and go get some really unique items, and you know, grab what I need for dinner that night or pick up something that’s a grab-and-go for lunch. It’s just wonderful,” Rowell said. “The people in there are friendly, they help you find things; they get things if they don’t have them—if they don’t have something—they’ll look for it, but it’s that personal attention to detail and to their customers that makes it ideal to shop in the downtown area.”
Filling a void in food scarcity
Beyond convenience, Sincerely Grocery also plays a role in addressing food accessibility, a pressing issue in Mississippi. According to Feeding America, Mississippi is the most food insecure state in the country.
Food insecurity is more common in rural areas than in metropolitan and disproportionately impacts Black and Latino households. Food insecurity statistics as of 2022:
Forrest County food insecurity by the numbers:
– Insecurity rate: 20.2%
– Insecure population: 15,770 people
– Cost per meal: $3.82
– Annual food budget shortfall: $11,312,000Mississippi food insecurity by the numbers
– Insecurity rate: 18.8%
– Insecure population: 553,610 people
– Cost per meal: $3.69
– Annual food budget shortfall: $384,543,000
A growing downtown business landscape
As downtown Hattiesburg continues its revitalization efforts, business recruitment and development remain key priorities. The Hattiesburg Downtown Roadmap and Vision Plan outlines available buildings, square footage and occupancy details for prospective businesses looking to invest in the area.
“We want to be sure that we recruit businesses that are a good fit for downtown—that augment something that we already have or there’s a gap where we don’t have something in particular,” Rowell said. “We’re looking for people who want to take a chance downtown and live the dream of owning a small business.”
Sincerely Grocery’s arrival marks a step forward for the community, not just as a grocery store but as part of a larger movement to strengthen downtown Hattiesburg. By providing access to quality, locally sourced goods and fostering connections between vendors and residents, the store is positioned to become a downtown staple.
With demand for accessible grocery options growing, Sincerely Grocery serves as an example of how small businesses can make a big impact. As downtown continues to evolve, entrepreneurs and residents alike are helping to shape a vibrant and thriving business district.
