Petty’s Market of Longwood

September 8, 2024

Siblings Jay and Mary Alysson Pettigrew were twenty-something entrepreneurs passionate about food. Their first venture was running a typical high-volume supermarket owned by their parents (Jerry and Rosemary) in St. Cloud. They sold that market around 1976 when a buyer marched in and made them an offer they couldn’t refuse.

For version two, they wanted the opportunity to serve their customers with premium products and a personal touch, which they decided was a gap in the market. So they decided to open a new, small market back home in Brevard County.

In February 1977, they opened the first Petty’s Meats. This location in Melbourne (Babcock Street) was an immediate success. Despite the name, they served more than just meat. Yes, it had a well-appointed butcher shop inside, but it was well known for cheese, deli, wine, beer, and other high-end products.

Although it is commonplace now at supermarkets, Petty’s was one of the early innovators in providing ready-to-cook meals. All of the ingredients for a gourmet dish were already prepared in a metal tray—just pop it into the oven. This was a godsend for busy families and mothers increasingly joining the workforce.

Even the upscale meats and ingredients, once a differentiator for the boutique market, have become somewhat of a commodity at chain grocers. But it has been more challenging for the big guys to match the one-on-one relationships and expert tips that Petty’s can provide.

The staff provided customers with recipes, advice on how to cook the meat to perfection, or cheese/wine pairings. Miguel Hidalgo was the chief butcher in the first location and fell in love with Alysson. The two married and started a family with a daughter, Melissa, born in 1979 (though the couple would divorce a decade later).

Business was so good that they decided to open a second location. The Longwood location on 434, just west of I-4, opened in November 1977. Jay continued to run the Melbourne store while Alysson and Mike opened the Seminole County branch. The Hidalgos lived in the well-to-do Wedgefield subdivision, a few miles down Markham Woods Road from the store. Their daughter graduated from Lake Mary High School. She paid her dues in the store, worked at the meat counter, and later became a manager.

Alysson Pettigrew Hidalgo, owner of Petty’s of Longwood

It was one slow customer day in 1980 when the Pettigrews decided to put out a sign that said “Free Beer.” As you can imagine, it got immediate attention from locals and resulted in a nice uptick in consumer traffic! This is a tradition that has continued at Petty’s ever since. They offer free cups of sample beer and wine tastings daily. Customers tend to stick around longer and browse for more items if you keep that draught handle pulling; they report very few have abused the two-drink max honor system.

When their younger sister finished her education in 1996, she wanted to join the family business too. So they opened a second location on Wickham Road in North Melbourne (Suntree), which was run by Leigh Pettigrew for over twenty years. That location continued the same traditions, focusing on upscale products and personalized service.

However, the family announced in late 2019 that they had sold their Brevard County operations to Southeast Petro Distributors Inc. Their Suntree location closed immediately and consolidated to the Babcock Street flagship. However, the new owners closed that location in 2022, leaving Longwood as the only survivor.

Thankfully, the Longwood store is still going strong, celebrating its 45th anniversary! When I visited it this week (Saturday, September 7, 2024), it was great to see it hopping with customers. It has a large staff for a small store. They greeted many regulars by name and offered recommendations on their areas of expertise. Samples of beer, wine, crackers, and cheese were hopping. The deli case was stocked with delicious ready-to-eat sides. And the meat market was serving up custom cuts.

You won’t find many places like Petty’s anymore. While the small selection (and premium prices) mean it probably won’t replace your everyday supermarket, it is an absolute must-visit for lunch at the deli counter, premium meats, ready-to-cook meals, easy (and cost-effective) side dishes by the pound, decadent deserts, its wine and beer “cellar,” craft sodas, and a high-end assortment of cheeses. In these disconnected and corporate-owned times, these are the throw-back, know-your-neighbor-type spots that must persevere. Contribute to that cause with your patronage! And walk out feeling a breath of life from a bygone era.

Location

2141 FL-434, Longwood, FL 32779

Petty’s Website

Petty’s Facebook Page