Roy’s Market Felton
By Tom Andersen
I still can’t keep the name of the market at the crosswalk on Highway 9 in Felton straight. It doesn’t matter. To the folks of my generation it will always be Roy’s, like, you know, turn right at Roy’s and go through the parking lot; then turn right to get to the covered bridge. Or, I have to stop in at Roy’s and get some whatever. I still to this day say this and I know many of you do too.
When I was a little boy my folks used to buy a side of beef there. I remember my dad bringing me into the walk-in after the butcher draped a hooded parka over me (tried to convince me it was walrus) to cut off a few steaks. Now, this was before meat came in boxes so you had to work your way up the carcass or have the butcher cut it all up and store it on the shelves in butcher paper. I’m pretty sure I remember the butcher taking care of the animals for the 4-H as well. More than likely can’t do that anymore.
When I became old enough to take my ride (three speed bicycle) to town on my own, I’d go into Roy’s for a little shopping. Back then everyone had a “credit card.” That would be a 5 by 7 cardstock paper with your parents name and phone number at the top onto which the cashier would keep a balance of your purchases for the month. Of course my mom would send me down for some cookies or a couple of candy bars. One of course was for her. Usually Rose would intercept my purchase, sliding her half lens glasses to the end of her nose or beyond to hang from her sequined chain and clack her nails on the counter. “Never mind, I’ll put them back.” Probably wouldn’t have worked out so well for me when mom went to pay the bill anyway.
I remember that it was a big deal when the pharmacy moved out. I’m sure the stress of it never actually hurt anyone, but change is hard.
Roy’s opened their 9,000 SF grocery store at 6240 Hwy 9 in Felton in June of 1959, see image below. This location replaced the original store, which was across the street and is pictured at the top of this page in a 1947 postcard. The new market became New Leaf in 1991, and Wild Roots in 2017.

The photo above is from the August 23, 1959 edition of the Santa Cruz Sentinel. The caption reads: “Above is the story of a Felton resident that made good. Roy Pagnini, Felton grocer for 26 years opened his new $130,000 supermarket in June on Highway 9 opposite the post office. Shopping confort is regulated by a special aircooling system; the aisles are wide and the front doors operate by electronic eye. Pagnini’s old store was across the street.”
Roy’s Market and all of its cast and crew were fixtures in our community. They did so much for us that went unsung. It’s impossible to tally them up as they didn’t want a thank you. I for one cherish these memories.
***
Have a story to share? The San Lorenzo Valley Post welcomes your Santa Cruz Mountains news, story ideas, photos, and letters. Send us an email.
Sign up for our newsletter to stay connected to news and events in the Santa Cruz Mountains.