A Cosmopolitan Curation
Jody Smith uses his culinary expertise to connect Jasper to new flavors at Main Street Market
Words by Micah Harrison | Images by Justin Hunter
Adjusting to cultural differences is part of the adventure when vacationing in a European capital. You might lament the lack of air conditioning on a sweltering Madrid afternoon or wonder why your drink comes without ice in Reykjavík. Yet, not all differences are drawbacks. For many travelers, the highlight of the day is visiting a local bakery and savoring fresh bread or pastries still warm from the oven. Thanks to Main Street Market, Jasper residents no longer need a passport to enjoy this quintessential European experience.
Main Street Market officially opened its doors in October 2024, but its story began over a decade earlier. Jody Smith, a Houston, Texas native who grew up in Las Vegas, found his way to Jasper when his wife, Victoria, was completing her anesthesiology residency. The couple's introduction to Jasper came through Victoria's brother, an anesthesiologist already settled in the area, who suggested the city as a place for Jody and Victoria to lay down roots. What began as a practical visit quickly became a love affair with the town's slower pace of life, and in July 2013, the Smiths made Jasper home.
As a stay-at-home dad to three children, Jody embraced the opportunity to explore his passion for cooking and healthy eating. His enthusiasm for the kitchen led him to culinary school, completing two years of online classes with the Auguste Escoffier School of Culinary Arts. By 2023, only an internship stood between him and his diploma.
Jody turned to Walker County native and restaurant owner Kelly Rigsby for his internship hours. Kelly welcomed him into the kitchen, and the two discovered a quick camaraderie. "It was like an instant friendship," Kelly recalls. Their shared interests in food and travel sparked conversations about European-style clean eating and bakery culture, which ultimately planted the seed for a new business.
The idea of opening a European-style bakery in Jasper was ambitious. “People would ask us, Do you think Jasper would support something like this?'' Jody recalls. But he and Kelly remained determined. They spent countless hours brainstorming, planning, and searching for the perfect location. After a year of effort, they found their spot at 105 20th Street East. Transforming the former automotive service station into a welcoming market required months of hard work, but Jody devoted himself to designing the space, ensuring every detail contributed to the right ambiance.
On October 26, 2024, Main Street Market opened its doors, offering the community a taste of Europe close to home. At the heart of the market is its bread freshly baked sourdough, baguettes, focaccia, and French loaves, crafted daily on-site. The market also carries an exclusive selection of Olivelle products, featuring infused balsamic vinegar and olive oil flavors, all available for sampling.
Shelves are stocked with curated items like prepackaged soups, cheeses, housewares, and more, all chosen for their quality and simplicity. The beverage selection includes unique wines and beers from Spain, France, Germany, Italy, Austria, and the United States. Breakfast options feature pastries, sandwiches, and fresh-squeezed orange juice, while lunch offers an ever-changing menu of sandwiches and soups, the ingredients prepared in-house to ensure freshness.
"There's nothing in the store that we haven't eaten or tasted," Jody explains. "We've hand selected everything... It all makes sense together."
The response has been overwhelmingly positive. "It's been amazing, the number of people who have come through our doors," Jody says. The community's enthusiasm has validated their hard work and vision.
Looking ahead, Jody and Kelly see Main Street Market as a gathering place. They plan to host wine tastings, bread-making classes, and intimate dinner parties in the future. For now, they remain focused on welcoming customers, meeting demand, and, of course, baking fresh bread.
"We want this to be a nice spot to decompress at the end of the day," Kelly says. Judging by the warm reception from Jasper residents, Main Street Market is well on its way to becoming just that a slice of Europe in the heart of Alabama. 78