New Frontier Market Enters New Era Under Parashar Couple

Anita and Vivek Parashar take over 111-year-old Eugene, Oregon grocery store

Mar. 31, 2026 at 12:24pm by Ben Kaplan

Got story updates? Submit your updates here. ›

Anita and Vivek Parashar have become the new owners of New Frontier Market, a 111-year-old grocery store in Eugene, Oregon. The couple has made some changes to the store while also preserving its legacy and community ties.

Why it matters

New Frontier Market is one of the longest-running independent grocery stores in the Pacific Northwest, having survived through multiple ownership changes and economic cycles. The Parashars' takeover represents a new chapter for the store and its role in the Eugene community.

The details

Anita and Vivek Parashar recently purchased New Frontier Market, which has been a fixture in Eugene for over a century. The couple has introduced some updates to the store, such as expanding the selection of organic and locally-sourced products, while also maintaining the store's traditional charm and community-focused approach.

  • New Frontier Market was founded in 1915.
  • Anita and Vivek Parashar took over ownership of the store in 2026.

The players

Anita Parashar

The new co-owner of New Frontier Market, along with her husband Vivek.

Vivek Parashar

The new co-owner of New Frontier Market, along with his wife Anita.

New Frontier Market

A 111-year-old independent grocery store in Eugene, Oregon that was recently taken over by the Parashar couple.

Got photos? Submit your photos here. ›

The takeaway

The Parashars' acquisition of New Frontier Market represents the continued resilience of independent, community-focused grocery stores in the face of industry consolidation and the rise of large chains. Their commitment to preserving the store's legacy while introducing modern updates could serve as a model for other longtime local businesses seeking to adapt and thrive.