Green Valley, Angel's, and Gable: A Story of Brand and Community
In a world where large retailers and national brand names are everywhere, there’s something special about visiting a local store that feels like home. The smells are familiar. The faces behind the counter recognize you. And the products on the shelves have a history.
These are the places where brand identity isn’t just a logo or a tagline. It’s a legacy. A relationship. A promise.
At Gable, we help tell a brand’s story. We do this by showing what makes them special and sharing that value with their communities. That’s exactly what we set out to do with Green Valley Marketplace’s acquisition of the beloved Angel’s Food Market location in Pasadena, Maryland.
A Legacy of Brand Name Products and Services Worth Preserving
When B. Green & Company, the family-owned wholesale food service supplier behind Green Valley Marketplace, decided to acquire Angel’s, they didn’t just buy a building. They embraced a legacy.
Instead of changing everything, Green Valley focused on what made Angel’s loved by many loyal customers. As COO Rick Rodgers shared, “They (Angel’s) have a lot of great tradition and a good family. Many generations of operators have been around for many years, and it was just a good fit. We could take what they do well, keep the best of Angel’s, and mold that together with Green Valley.”
Sure enough, the new Marketplace retained Angel’s famous salads, crab soups, and dedicated employees. The Angel’s name will remain on these products for brand name recognition. This wasn’t a corporate takeover. It was a thoughtful evolution.
Powerful Brand Names Deserve a Signage Partner They Can Trust
With successful collaborations at two other Green Valley locations in our portfolio, the grocer again turned to Gable as its visual communications partner. Green Valley wanted to extend its brand strategy to the new location while respecting Angel’s heritage.
We worked closely with their team on the design and fabrication of the building’s visual identity signs. Our team ensured everything was consistent across multiple locations while customizing details to reflect Pasadena’s local flavor and target audience. We reused an existing sign set from a former site to maintain visual continuity, and applied brand standards through color palette, material, and design, creating signage that felt fresh yet familiar.
Our Solutions Consultant, Jack Lunkenheimer, led the charge and earned praise from Rick, who said, “He’s made my job easier. Whenever you can make a customer’s job and shopping experience simpler, you’re going to retain that customer.”
Preserving the Heart of a Neighborhood
More than signage, our work helped support something much bigger: a shared sense of place.
Joe Tremble, a fellow Gable Solutions Consultant on this project, lives in Pasadena and was touched to see that Green Valley maintained the heart of local small businesses. “They have carefully preserved the essence of what Angel’s is known for,” said Joe. “This part of town deserves a store like theirs, and it’s exciting to see them growing and expanding.”
The transformation wasn’t just physical. It was emotional. Gable’s role in visually aligning the brand allowed the community to recognize that this was still their store, just with more to love.
The Intersection of Preservation and Renovation
A brand’s value is rooted in trust. And trust is earned when businesses listen. Green Valley heard their customers loud and clear, especially through social media. The resounding message? Keep the salads.
So they did. They also plan to expand Angel’s salads to other Green Valley locations. This shows that local favorites can grow while keeping their identity.
Rick said, “We wanted to go in and say, Green Valley takes care of the customers in our neighborhood, and we try to give them what they want.”
The renovation wasn’t without challenges, especially a critical liquor license transfer that initially restricted any interior changes. However, Green Valley remained patient and strategic, implementing improvements in phases.
Future plans include everything from new produce cases and self-checkouts to a steam house for crabs and an expanded beer and wine section. Throughout it all, Green Valley made it clear: they’re not replacing tradition — they’re refreshing it. They will continue to refresh the store’s interior, integrating Green Valley’s style while maintaining the location’s original character.
Green Valley Marketplace currently has four locations, including Elkridge, Arnold, and two locations in Pasadena, Maryland. All grocery stores focus on locally grown or raised items and offer a variety of fresh-to-go meals, catering, and more.
Gable’s Role as a Branding Partner
This project reflects our belief that to truly represent your brand is more than fonts and finishes — it’s about helping businesses tell a story people can believe in.
Green Valley’s growth strategy is steady and intentional, adding one new store yearly or every other year. But no matter how many locations they open, they remain grounded in the neighborhoods they serve.
We’re proud to be their long-term branding partner — visualizing their values, and bringing a high level of design, one sign, one story, and one store at a time.
We were humbled to hear Rick say, “Gable has been fair with the pricing, and has been excellent with the timing and the deliverables. You’ve made my job so easy that it would be crazy for me to look elsewhere.”
This kind of partnership drives us. For over 45 years, we’ve worked with local and national leaders to boost their impact and expand their reach while staying true to their roots.
When customers recognize your brand, they connect with your values. Let Gable help you build that connection and stand out in a competitive landscape. Schedule a free consultation today or call 800-854-0568 for immediate assistance.
About Gable
Gable has been a leader in visual communications for over 40 years. We are passionate about elevating how people perceive, interact with, and remember brands, buildings, and places. With a rich legacy in blending the timeless artistry of traditional signs with the dynamic possibilities of video displays & integrated AV systems, Gable continues to shape the future of the built environment. For more information, visit gablecompany.com or call 800-854-0568.
