
When Brad Paisley and Kimberly Williams-Paisley opened their free grocery market beside Belmont University in March 2020, they thought it would serve about 3,000 people in its first year, only to watch that original Nashville building distribute millions of meals and expand toward a second permanent home across the city.
The concept behind The Store started years earlier in California, when the couple took their two sons to volunteer at Santa Barbara’s Unity Shoppe. They wanted their boys to see that a sudden medical bill or lost job could push any working household into hardship. While volunteering there, Brad and Kimberly noticed how much dignity was preserved when parents could push a cart down a regular aisle and pick out their own food instead of accepting a prepacked charity box.
They spent several years planning to bring that same referral-based model home to Tennessee alongside Brad’s alma mater, Belmont University, at 2009 12th Avenue South. The timing could hardly have been more demanding. Just days before the doors opened in March 2020, a deadly tornado tore through Middle Tennessee, and the pandemic shutdown followed less than two weeks later.
Almost overnight, the need across Nashville multiplied far beyond their early projections. Touring musicians, road crew members, hospitality workers, and longtime residents who had never asked for public assistance were suddenly facing empty pantries. Instead of waiting for families to come to them during the lockdowns, the staff adapted the operation immediately.
Brad got behind the wheel of supply trucks himself, unloaded pallets of food, and joined volunteers delivering weekly grocery bags to homebound seniors who had been cut off by the storm and quarantine rules. During that first year alone, the team surpassed its original annual goal in a matter of weeks and ended up providing roughly 1.3 million meals to local households.
Once regular indoor shopping resumed, the couple made sure the building looked and functioned like a clean neighborhood grocer rather than an emergency relief warehouse. Partnering with Second Harvest Food Bank of Middle Tennessee and dozens of local referral agencies, The Store stocked fresh produce, dairy, meat, diapers, and familiar name-brand cereal.
Every item on the shelves carries a barcode, and volunteers scan each package at the front counter before handing the shopper a receipt that reads $0.00. For parents walking the aisles with young children, that small detail changes the entire experience. A child sitting in the cart sees a normal afternoon run to the grocery store, leaving a parent’s pride intact during a difficult season.
As the work continued past the emergency months of 2020, the mission widened to address why families were struggling in the first place. Because the market sits next to Belmont University, students, faculty, and legal and medical partners began offering wraparound services inside the same network. Shoppers can connect with mental health counseling, job training, legal aid clinics, financial literacy classes, and cooking demonstrations while picking up their weekly food.
Even with the 12th Avenue South location running at full capacity, the demand across Davidson County kept climbing. To reach families who did not have reliable transportation into the central part of the city, Brad and Kimberly helped launch a mobile market using a retrofitted school bus. The bus began traveling directly into underserved Nashville neighborhoods, bringing fresh produce and staples to residents living in food deserts.
In 2023, the organization announced its biggest step forward yet: plans for a second brick-and-mortar location on the campus of TriStar Centennial Medical Center in North Nashville. Built in partnership with HCA Healthcare and the TriStar Health system, the second site was designed specifically to reach another pocket of the city where access to fresh, affordable food had long been limited.
To keep both the daily shelves stocked and the expansion moving forward, the Paisleys also turned their connections in the entertainment world into steady fundraising. Their annual Comedy Rodeo and the Mack, Jack & McConaughey charity events, along with regular volunteer shifts from fellow country artists and Belmont students, helped turn a single building into a citywide fixture.
Years after those first delivery boxes were loaded in the spring of 2020, The Store has distributed several million meals across Middle Tennessee without ever charging a dime at the counter.
A parent in Nashville can still walk up to the register, hear the scanner beep over a carton of milk, and carry full grocery bags out to the sidewalk with a zero-dollar receipt in hand.