At the corner of Amsterdam and Highland…
Highland Avenue Market (the HAM) has a long and colorful history. Situated at the intersection of North Highland Avenue and Amsterdam Avenue (the unofficial northern “entrance” of Virginia-Highland), the HAM sits on a plot of land owned by Cheshire family, and sold by them in the 1930s as the area became prime for development.
The first business there: a small grocery owned by brothers Leonard and Irwin Greenbaum. According to Images of America: Virginia-Highland by Lola Carlisle and Karri Hobson-Pape, the brothers wanted to sell liquor, “but the proximity of the Lutheran Church forced them to find a new location.” The brothers ended up opening Green’s Liquor on Ponce de Leon Avenue, and Tower Liquor on Piedmont Avenue.
That’s when the Vrono family stepped in in the 1940s. Louis Vrono opened Vrono's Super Market at the intersection, which was close to the Nine-Mile Circle trolley line. His son, Harold, who served in World War II in Patton’s regiment, eventually took over the business as the neighborhood grew.
Harold himself, in fact, became a fixture in the area, riding horseback in the annual Virginia-Highland parade, and holding family-friendly promotions and events at the store that often involved farm animals. During one event, a cow escaped and it took all day, and the help of neighbors, to wrangle it.
After Harold moved the grocery to a new location, the United States Post Office – still here today – took over much of the space in 1960, and another attractive brick row building was added just south of the original.
The HAM Today & Tomorrow
It’s time for a bit of a refresh at Highland Avenue Market. Times change, and neighborhoods still need the basics, plus a little fun.
The HAM — which includes The Corner and The Row buildings at N. Highland and Amsterdam — is being revitalized to better serve the community, and to best support the variety of businesses and neighbors who call this place home.
In 2022, The HAM is undergoing renovations that will create a greater sense of place, community cohesion, and new gathering spots. Don’t worry, the Post Office is still here, and you’ll also continue to find delicious coffee, Thai food, tacos, barbecue, as well as pampering for your pets. And if you need some self-care, you’ll find yoga, and a nail salon.
Stay tuned as we unveil this next chapter of a neighborhood favorite. And, as always, Please Enjoy.
