Elizabeth Abunaw, an African American entrepreneur, turned a job layoff from Microsoft into an opportunity to open Forty Acres Fresh Market, which is now Chicago’s only Black-owned grocery store. Her mission is to bring fresh, affordable food to a long-underserved community.
“I didn’t dream of becoming a grocer, I wanted to be an MTV DJ,” she jokingly told the Chicago Tribune. “But I think a good business should solve a problem.”
That problem revealed itself years earlier. While living in Chicago’s South Loop, Abunaw enjoyed easy access to multiple grocery stores. But during a visit to the Austin neighborhood, she couldn’t find a single store selling fresh food. The stark difference between the two areas stayed with her. When she was later laid off from Microsoft, she decided to take action.
In 2018, Abunaw launched Forty Acres as a series of pop-up produce markets across Chicago’s West Side. The name was inspired by “40 acres and a mule,” a phrase tied to the unfulfilled government promise to grant land to freed Black Americans after the Civil War.
“Anyone can shop at Forty Acres, but make no mistake about it, I created this store as a Black woman for a Black neighborhood,” she said.
Now, Forty Acres Fresh Market operates as a full-service grocery store offering fresh produce, meats, and household goods. Abunaw uses a three-tier pricing system so customers can choose between premium, mid-range, and budget-friendly brands. The store’s team includes local residents who help select items that reflect the neighborhood’s tastes, such as stocking goat meat for Caribbean and Hispanic families.
The store also partners with Foodsmart to offer a “nutrition corner,” where shoppers can find healthy recipes, talk to dietitians, and learn about SNAP benefits. Abunaw said her goal isn’t to end food insecurity, but to make healthy options more accessible for everyone.
Building the store took nearly five years, with setbacks from zoning, permits, and renovations. The space, a former Salvation Army center, required a complete rebuild. “It took long because it took long,” Abunaw said with a laugh.
Since opening in September, Forty Acres Fresh Market has received strong community support. Customers say it brings new energy and hope to the neighborhood. For Abunaw, that’s the real reward. “If Forty Acres is successful, yes, there will be a social impact to it,” she said.
Learn more about the brand via its official website at FortyAcresFreshMarket.com
Also, follow the brand on Instagram at @FortyAcresFreshMarket