Hartford has welcomed a new food store, Mercado Popular, which aims to enhance access to fresh and healthy food options for residents. The store, launched by local entrepreneur Jocelyn Cerda, focuses on a unique “meet-the-farmer” model that connects consumers directly with growers from across Connecticut.
Growing up in Hartford, Cerda experienced firsthand the challenges many residents face in obtaining fresh produce. “I never saw fresh produce outside of a bodega growing up,” she shared. Many families in the city, which has a population of approximately 125,000, rely heavily on local bodegas for their food, often resulting in a lack of nutritious options.
Access to healthy food is further complicated by transportation barriers; according to state data, 35% of households in Hartford do not own cars. The city has seen a significant decline in grocery store chains over the past several decades. In 1968, there were 13 chain-owned supermarkets in Hartford, but by 1984, that number had dwindled to just two. Today, the only full-service grocery store left is a Stop & Shop on New Park Avenue.
Food deserts, areas with limited access to fresh food, are prevalent in urban settings like Hartford. These areas are often dominated by corner stores selling unhealthy snacks and pre-packaged meals. Cerda is determined to change this dynamic with Mercado Popular, located at 22 Orange St. in downtown Hartford.
Creating a Community Hub
Mercado Popular, which translates to “popular market,” is designed to be a community hub for local farmers and residents. As an Afro-Latina entrepreneur, Cerda emphasizes her commitment to supporting BIPOC farmers, who are frequently underrepresented in the agricultural sector. “I work with farmers of color from Hartford County, Middlesex, Fairfield, and New Haven,” she explained.
Cerda’s vision for Mercado Popular includes not only providing fresh produce but also fostering community connections. “One day I may be closed, and you may not be able to get your farm-fresh eggs, but you met the farmer who sells the eggs and you have their contact number,” she said. She hopes to offer educational programming around food, farming, and nutrition at the market.
The 1,650 square-foot store is strategically located near a CTfastrak bus stop, making it accessible to residents. Its proximity to busy streets like Capitol Avenue and Park Street ensures that it can serve as a convenient resource for fresh food in the community.
Supporting Local Farmers and Healthy Eating
Cerda is adamant that Mercado Popular is about more than just selling food; it’s also about promoting equity and access. “Hartford deserves the same quality and variety of fresh food found in surrounding counties,” she stated. “At the same time, farmers of color deserve reliable retail partners and real economic opportunity. This store connects those two needs.”
Shoppers can expect to find a variety of products at the market, including vegetables, fruits, bread, eggs, milk, yogurt, and various meats. During the winter months, the selection will feature storage produce such as squash, carrots, potatoes, onions, garlic, and mushrooms. Additionally, the market offers honey from local farmers and a selection of frozen meats like chicken, beef, and pork.
Mercado Popular officially soft-launched the day before Thanksgiving. Cerda plans to hold a grand opening ceremony in the coming month. The market is currently open Tuesday through Saturday from 11:30 a.m. to 7 p.m. and will extend its hours to 12 p.m. to 8:30 p.m. in the spring.
With the opening of Mercado Popular, Hartford takes a significant step toward combating food insecurity and supporting local agriculture, providing residents with the fresh and healthy food options they deserve.
