Coined “the little urban market in the heart of old St. John’s”, locals have been shopping at Belbin’s Grocery for over 80 years. What started as a small business inside the Belbin family’s living room has grown into a specialty grocery store on Quidi Vidi Road. No longer owned by the family, the store remains a go-to spot for essentials, prepared food and local treats.

Opening shop

After years of working in the grocery department of Ayre & Sons, Robert George Belbin developed health troubles that forced him to leave his job. However, he knew the trade well and wasn’t one to sit still, so he decided to create his own business at home. With the help of his three sons, in 1943 Robert Belbin established Belbin’s Grocery in their family home at 85 Quidi Vidi Road in St. John’s, N.L.

At the time, small neighbourhood grocery stores operating in homes were common in St. John’s. The Belbins set up shop in their living room, selling basic staples such as vegetables, canned or bottled food, salt meat and baking supplies.

 

Expanding shelves

Based on customer demand, Belbin’s evolved over time. By the 1960s, the entire ground floor of the family home had been converted to house the business, including a modern store and a meat room with chill and freezer space. The Belbin family continued to live upstairs until the ‘70s.

For over 55 years, Belbin’s succeeded thanks to its loyal walk-in customers and home deliveries, taking grocery orders over the phone long before online ordering became popular with the big supermarket chains. But, increasing competition from big box stores and the rising average age of its customer base meant changes were needed. In 2000, the store was expanded to add a commercial kitchen and Belbin’s began offering ready-cooked meals for families to take home. Naturally, this also led to the addition of catering services; Belbin’s can cater events with simple food trays and soup or provide a sit down three-course meal.

 

New owners

After 75 years of being owned and operated by the Belbin family, Belbin’s was sold to the Coleman family in 2018. With their own chain of 14 Colemans grocery stores across Newfoundland, it was a natural fit. After closing the store for upgrades, Colemans re-opened Belbin’s Grocery in December 2019 (still under the Belbin name).

 

Still stocking

Today, Belbin’s Grocery continues to operate from 85 Quidi Vidi Road. A team of 20 operates the small grocery store, as well as its bakery, catering services, ready-cooked food and cheese club. In-store, customers can find produce, meats, fish and other groceries, plus unique, hard to find items and a wide selection of local products.

Reflecting on the family business and its new owners, Robert Belbin (grandson of Belbin’s founder) commented: “Since 1943, our wonderful staff has upheld Belbin’s pledge to offer quality products with the friendliest, hassle-free service. Our priority was to find a local successor with shared values who could carry on our traditions. For us, Colemans was a logical fit.”

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