Ray's Green Hills Super Market

What Ray's Green Hills Super Market does

Ray's Green Hills Super Market (doing business as Green Hills Grocery) is a privately held, family-owned supermarket chain serving the St. Joseph, Missouri metropolitan area and adjacent Savannah, MO. The company operates three physical store locations — on King Hill Avenue and North Belt Highway in St. Joseph, plus a Savannah, MO location — and sells a full-line assortment of groceries, fresh meats, produce, deli, bakery, dairy, and liquor. The business was established in the 1950s by the Johnson brothers, sold to Fleming in 1970, and acquired by Ray and Debbie Heitman in 1977; it is currently operated by the Heitman family across two generations, including Ray and Debbie alongside Matt and Jeff Heitman.

The company's product and service surface extends beyond core grocery retail into event catering for groups of 10 to 300 guests, and into a digital channel stack that includes a branded mobile application on iOS and Android with a rewards program, an E-Club email subscription, weekly digital circulars, and digital coupons. There is no proprietary technology platform: online ordering is fulfilled through Mercato and delivery through GrubHub as third-party integrations.

The business model is a conventional multi-store independent supermarket operation, monetized through retail markup across grocery, fresh, and center-store categories plus a liquor license and event-catering revenue stream. Customer acquisition is local and undifferentiated across consumer segments, with the rewards app and E-Club functioning as repeat-visit mechanisms rather than as monetization channels. Pricing is not disclosed; the company operates as a private entity with no public revenue, funding, or headcount disclosures.

Name

Ray's Green Hills Super Market

Legal name

Greenhills Grocery

Website

https://greenhillsgrocery.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

Ray's Green Hills Super Market is a family-owned, three-store independent supermarket chain in St. Joseph and Savannah, Missouri, offering groceries, fresh departments, liquor, and event catering, supplemented by a mobile rewards app and third-party online ordering and delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

St. Joseph

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Grocery Sales: Traditional retail sales of groceries, fresh meats, produce, frozen foods, dairy, deli items, bakery, and alcoholic beverages across three supermarket locations.
2. Catering Services: Customized food preparation and delivery for events serving 10-300 guests. Offers meats, vegetables, potatoes, drinks, and desserts with full preparation, delivery, and serving options.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Green Hills Super Market operates three full-service supermarket locations in St. Joseph and Savannah, Missouri, selling groceries, fresh meats, farm fresh produce, frozen foods, dairy, deli, bakery, and liquor items. The company also offers customizable catering services for events of 10 to 300 guests and supports online ordering via the Mercato platform with GrubHub delivery from the King Hill location.

Product overview

Green Hills operates as a full-service supermarket chain with three physical store locations in St. Joseph and Savannah, MO. The company offers a comprehensive grocery retail experience including fresh meats, produce, dairy, deli, bakery, and liquor departments. Supplementary offerings include online shopping via Mercato, a mobile app for iOS and Android, an email club (E-Club) for promotions, digital coupons, weekly circular ads, catering services for events, and Grubhub delivery integration. The product portfolio functions as a unified grocery retail ecosystem combining in-store shopping with digital convenience services.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Hills Supermarket (Full-Service Grocery) Full-service supermarket offering groceries, fresh meats, farm fresh produce, frozen foods, fresh dairy, deli, bakery, and liquor departments across three locations in St. Joseph and Savannah, MO for local consumers and households.
• Catering Services Customizable catering service for events of 10-300 guests, offering prepared meats, vegetables, sides, drinks, and desserts with delivery and setup options for individuals and organizations hosting events.
• Online Shopping (Mercato) Online grocery shopping service allowing customers to browse and order Green Hills products for pickup at the King Hill location through the Mercato platform.
• GrubHub Delivery Third-party food delivery service through GrubHub for the King Hill location products including Green Hills Chicken Champs branded chicken items.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• MercatocoreChannel Partner/ Reseller/ DistributorMercato provides online grocery ordering platform for Green Hills. Customers can shop online and pick up at the King Hill location through the Mercato marketplace.
• GrubHubminorChannel Partner/ Reseller/ DistributorGrubHub provides delivery service for Green Hills products from the King Hill location. Also facilitates delivery for their Green Hills Chicken Champs branded chicken items.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Country Mart: Regional supermarket chain serving smaller communities across the Midwest with Missouri locations. Comparable in full-service grocery format and community-focused positioning in similar mid-size markets.
• Schnucks: Family-owned supermarket chain headquartered in St. Louis with strong Missouri presence and full-service grocery, deli, and bakery offerings. Comparable as a multi-store, family-operated Midwest grocer with similar product mix and community positioning.
• Woods Supermarket: Family-owned regional supermarket chain operating smaller-format grocery stores across Missouri. Highly comparable in scale, family-ownership structure, and full-service community-grocer positioning.
• Price Cutter: Family-owned regional supermarket chain with stores across Missouri and surrounding states. Closely comparable to Green Hills in store format, regional Midwest footprint, and full-service grocery positioning targeting local community shoppers.
• Dierbergs Markets: Family-owned supermarket chain based in St. Louis, Missouri operating multiple full-service grocery stores. Comparable in family ownership, Missouri operating geography, and full-service supermarket offering.
• Cash Saver Cost Plus Food: Regional value-oriented grocery operator with stores across Missouri offering fresh meats and produce at competitive prices. Comparable as a regional Midwest grocer competing on value and fresh meat quality.

Broad incumbents

• Walmart: Dominant national retailer with full grocery assortment and multiple stores in the St. Joseph, Missouri market. Competes for the same household grocery spend but offers much broader general merchandise and deeper price competition.
• Hy-Vee: Large employee-owned Midwest grocery chain with extensive Missouri presence. Overlaps in product mix and service offering but operates at much greater scale and broader geographic footprint than Green Hills.
• Kroger: National grocery chain operating stores across Missouri. Indirectly competes for share-of-wallet in the same regional market with broader assortment, private label, and digital infrastructure advantages.
• Aldi: Discount grocery chain with multiple Missouri locations, including St. Joseph. Competes on price-sensitive grocery baskets; serves as a benchmark for value pricing in Green Hills' market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ray's-green-hills-super-market

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ray's Green Hills Super Market