Key project partners toss dirt during the ceremonial groundbreaking for Plumas Lake’s first grocery store, the Holiday Market, on Aug. 6. The milestone marks the start of construction after years of planning and community anticipation.

PLUMAS LAKE, CA (MPG) - For the first time in its history, Plumas Lake is breaking free from its status as a food desert. On Wednesday, Aug 6., at least a hundred residents gathered to celebrate the groundbreaking of the community’s first grocery store — the Holiday Market. This landmark event drew in food trucks, news crews, and public figures from across the region, underscoring the significance of expanding amenities in one of the fastest-growing communities in Yuba County.

“As the county supervisor for this district and a proud Plumas Lake resident for almost 20 years, it’s a real pleasure to stand here today and celebrate this important milestone for our community,” said Yuba County Supervisor Gary Bradford. “For years, residents have expressed the need for local shopping options, especially something as essential as a grocery store. It’s the number one thing I hear from people. Today we’re not just celebrating the start of construction — we’re celebrating the beginning of a more complete Plumas Lake.”

Bradford noted that a grocery store had been promised to early residents nearly two decades ago, but the housing market crash of 2008 derailed those plans. Over the years, multiple attempts stalled — until now, when the community stands at the cusp of fulfillment. He also credited the collaborative vision and effort driving the project, naming the property owners, Hilbers Incorporated, Holiday Market, and the Yuba County Community Development team as key partners in bringing the grocery store to life.

A project rendering shows the planned Holiday Market in Plumas Lake, set to open as early as summer 2026. The store will end the community’s status as a food desert and bring fresh, local grocery options to residents.

“We’ve seen incredible growth in housing in our community recently — and much of the infrastructure is already here. This is the first of many commercial amenities we expect to see come to Plumas Lake,” added Bradford.

Kurt Hilbers, CEO of Hilbers Incorporated—a local construction and contracting firm — acknowledged Nordic Industries and the Karlshoej family for their ongoing involvement in the development of Plumas Lake.

“They’ve been involved with Plumas Lake since the beginning — they sponsored this,” said Hilbers. “Plumas Lake is largely here because of the Karlshoej family and Nordic Industries.”

Hilbers, who has been involved in the project for four years now, lauded Bradford as the community’s biggest advocate. “I was getting calls at least three times a week from Bradford asking me, ‘When are we getting a grocery store?’” he laughed.

At the groundbreaking site — located at the corner of Plumas Lake Boulevard and River Oaks Boulevard, just behind Walgreens and the Plumas Lake Stop ‘n Shop — a symbolic mound of dirt was topped with Holiday Market’s glimmering apple logo and surrounded by golden shovels. When the signal was given, key stakeholders hoisted their shovels, sending dirt into the air amid cheers — a picture-perfect moment of community unity.

Dozens of Plumas Lake residents gathered under clear skies to witness the Aug. 6 groundbreaking for the community’s first grocery store. The event featured remarks from Yuba County Supervisor Gary Bradford, project leaders, and Holiday Market representatives.

“To say this is overwhelming is an understatement. I can’t believe how many people showed up today — we couldn’t be more thankful,” said Brad Askeland, with Holiday Market. “There were many times over the years we thought this would never happen. To stand here today and have a groundbreaking is testament to the hard work of our team, Hilbers, and this community.”

Askeland was also proud to share that North State Grocery — the owner of Holiday Market — became a 100-percent employee-owned company in 2016. He remarked that opening the store will create at least 70 new jobs — an important economic boost for the area. “We definitely want people from Plumas Lake to be part of this venture together,” he said.

For years, Plumas Lake has been considered a “food desert” — a community where residents lack convenient access to full-service grocery stores. According to the U.S. Department of Agriculture, food deserts can significantly impact diet, health, and quality of life. Until now, residents have had to travel eight to ten miles to nearby cities such as Marysville, Yuba City, or Roseville for fresh groceries (USDA). With the Holiday Market set to open as early as next summer, though fall 2026 is the current target, that reality is about to change.