Success Story - Little Riddle Market
In 2021, Tammy and Billy Newell purchased the long-abandoned Wilkins Supermarket in rural Camden County with the dream of transforming it into Little Riddle Market, a community hub in a local food desert. With no grocery stores nearby, they began by running a small outdoor farmer’s market, selling fresh produce to meet immediate community needs. By 2022, they connected with the College of The Albemarle’s Small Business Center (SBC) for support, where Director Holly Staples helped them tackle challenges including a misplaced sales tax account, finalizing their business plan, and preparing a grant application.
The Newells faced many hurdles—delayed grant disbursements, unexpected survey requirements, tax complications, and contractor shortages—but persisted with SBC and SBTDC guidance. Their efforts paid off when they secured a $120K Working Landscapes grant, which funded essential renovations like a new roof and windows. Despite setbacks, they kept their outdoor market running, growing their customer base and proving the demand for locally sourced goods in their rural community.
In November 2023, Little Riddle Market officially opened its doors with expanded offerings including seafood, baked goods, pantry staples, meat, produce, and local crafts. They secured SNAP approval, hosted community events, and created jobs by hiring part-time staff. What began as a dilapidated building is now a cornerstone of the South Camden community—a place where neighbors shop, connect, and celebrate together. With continued support from the SBC, Tammy and Billy plan to expand further with a deli, bakery, and butcher shop, solidifying their role as both entrepreneurs and community builders.
My husband and I purchased a property with an old collapsed building that used to be a grocery store in South Camden County. At the time, a beloved family community grocery store had just closed after decades of in operation, leaving Camden a food desert. Community members began asking if we would re-open a grocery store. Seeing the need and wanting a business to run in our retirement, we established Little Riddle LLC in 2021. Looking back at that day I met with Holly Staples at COA, I was overwhelmed. She told me to take things one step at a time, and she was right. Starting a business is not something you can conquer all at once. It's the big and small things we do every day that make it work. With God's help and resources like COA's Small Business Center, we believe we will continue to grow into the full dream we started with not so long ago.
Tammy Newell
Co-Owner, Little Riddle Market