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Discover the Market.

Genesee Valley Regional Market • Rochester, NY



Genesee Valley Regional Market Authority

The Genesee Valley Regional Market Authority was created by statute in 1951.  It serves as a centrally located food distribution center for a nine-county (Genesee, Livingston, Monroe, Ontario, Orleans, Steuben, Wayne, Wyoming, & Yates) area in Western New York.  The Market is located on 123 acres in the Town of Henrietta and 80 Acres in the Town of Chili, County of Monroe.  There are 190 companies doing business on the property.  The Market generates its revenue by renting buildings and land.


Business Spotlight
Nathan’s Soup and Salad
A Rochester Tradition

Grandmas lifted spoon full mug

In February 1980, Walter Nathan Harby opened Nathan’s Old Fashioned Soups. Known for its hearty, homemade soups, the trendy Park Ave restaurant earned a reputation as Rochester’s go-to soup destination, with lunchtime lines stretching out the door.

In 2007, with his love of cooking and friendly nature, Rick Torcello, purchased the beloved restaurant from the Harby family, renaming it to Nathan’s Soup and Salad. Keeping the over 40 original recipes, Rick added a few family treasures. One standout is Grandma’s Italian Wedding Soup, a cherished recipe from Rick’s mother-in-law. “People tell me it’s the best Italian Wedding Soup they’ve ever had, so we offer it every day,” Rick says.

Today, Nathan’s still offers the same comfort classics: homemade soups, crisp green salads, and generously overstuffed sandwiches. Their signature cheese breads are baked fresh daily, and the menu has evolved to meet modern tastes, featuring plant-based, gluten-free, and dairy-free options.

What began as a one-man operation has grown into a thriving, family-run business. With Rick’s sons now involved, Nathan’s has transitioned from its original location to the Genesee Valley Regional Market, where it serves dine-in and take-out customers. It also operates as a USDA-inspected production facility, distributing soups to the University of Rochester, the Taste of Rochester (located at the airport), the Finger Lakes Welcome Center, local hospitals, and other small businesses. Nathan’s even supplies a local cancer center with fresh soups and breads every day.

Beyond retail and wholesale, Nathan’s offers catering services and operates as a certified co-packer for small food businesses, meaning some of the sauces you find at area restaurants and grocers are made right in their kitchen.

You can also grab a bowl at the RIT Student Alumni Union, where Nathan’s has become a favorite among students. With the slogan “Comfort in a Cup,” lovingly coined by Rick’s wife, Nathan’s Soup and Salad continues to live up to its legacy. Known as “A Rochester Tradition,” the business remains committed to quality food, friendly service, and strong community values.

203

Acres of Land

100+

Business Tenants

148

Ag Development Recipients

100%

Proud

From Our Visitors

Nice collection of wholesale and Retail stores here. Some International and some local. Definitely worth stopping by if you're in the area to check out a couple of the stores. I personally frequent knee blacks for any of my baking and cooking needs. Also Lori's is a very good stop for the health conscious. Palmers also is great for any of your meat, poultry and seafood needs. And if even you feel like a quick drink there's Blue toad cider.
—Michael Borrero
This Market area has so many restaurants, wholesale stores for cooking supplies, international foods, natural foods, and the amazing Palmers meats. You really need to come for a day and get to know all of the businesses in this location. There are so many hidden gems. You really cannot fathom how many wonderful businesses are there. A truly special location.
—Brenda Richey
Union Coffee, Marie's Gluten Free Bakery and Niblacks Spice store make this my favorite stop in the area! If they had a common outdoor area with stree heaters and tables, well I would probably just move in.
—Susan B