Pepe's Open Air Market

Pepe’s Open-Air Market, better known as “Pepe’s”, has long been one of the most popular stores to go to in the Kimberly Square area. For almost 48 years, it has been serving this area well/ even people from the upper Hill and other neighborhoods such as Newhallville and the Dixwell area go there to buy food and other things. Since its beginning, Kimberly Square has gone through some changes, but Pepe’s has withstood the test of time, even though changing somewhat along with the Hill.

Around 1955, John Pepe, and Italian-American, saw that a building in the Kimberly Square area was for sale. He and his wife, Valencenza, decided to buy the building and use it as a store. John Pepe named it “Pepe’s Open-Air Market” because most of the business took place outside of the building. During the summers, fresh produce was sold in front of the building. John Pepe saw the struggling condition of the community, so he kept the prices low. The Pepe family thought that it would be a good idea for them and for the community because the low prices will satisfy residents and financially help the Pepe family.

The neighborhood changed a lot throughout the years. First and second generation Italians, Germans, Irish, and Jews in the 1920s gave way to more minorities like African-Americans and Whites during the late 1960s. Portuguese and Hispanics were slowly immigrating to Kimberly Square as well. Many businesses such as banks, bars, and other grocery stores filled New Haven around this time, especially in the Hill. They were recognized and respected by the community and other businesses, including Pepe’s.

Sadly, around 1970, John Pepe passed away. Ownership of Pepe’s then passed to Valencenza, who kept the business running steadily. The rest of the family, including immediate family members, aunts, uncles, and cousins, helped tremendously in the store. In the mid-1970s, the aspect of selling fresh produce outside of the store slowly faded. Peter, a worker at the store and member of the Pepe family, stated it was because “business was all about fast food, everybody’s in a hurry”. The new attractions to the Pepe family’s business were delicious grinders and hard roll sandwiches. These were sold in the famous “Auntie Rose’s Kitchen”, a shop run by Peter’s aunt in the back of the store. Auntie Rose’s Market also sold cold cuts, ham hocks, slab bacon, and other quality meat products.

Throughout the years, business at Pepe’s has remained steady. Around the early 1980s, ownership of Pepe’s was passed down to Peter from his mother Valencenza. Valencenza still played a major role in Pepe’s, but age had started to take a toll on her. The family started hiring close friends to work in Auntie Rose’s Kitchen went Aunt Rose wasn’t available. Pepe’s also helped out kids who weren’t of age to work by giving them the job of keeping the store cleaned, stocked, and presentable. To this day, Pepe’s Market still follows the tradition of hiring kids that need work. During the last decade, Pepe’s Open-Air Market has been recognized by the community for its continuous efforts to supply its neighbors. Peter says “I had a desire to come in twelve hours a day, seven days a week. These residents truly appreciate the store’s value because I think they realize we have good, low prices. It has always been like that”.

Since the death of Valencenza Pepe in 1997, there is a struggle to find a new owner after Peter. Peter wants to sell the store for a certain price that he has in mind. What used to be a Portuguese club right next door to Pepe’s will soon become a C-Town grocery store and the space that Pepe’s has might be needed. Peter says “I’ve been ready to sell Pepe’s. I feel that I’ve been in Kimberly Square long enough and it’s time for a change. He added, “I hope to sell the store within the next three years. After that, I’ll retire and ‘live on love’”.

- Marle Thomas