A New Chapter at 401 W. Main: Cade and Lacey Bryce Take the Reins at Ginaveve’s Market Place & Main Street Bean

By Jon Johnson 

jonjohnsonnews@gmail.com

SAFFORD — A beloved fixture of Downtown Safford has officially changed hands, but its core spirit remains firmly in place.

Cade and Lacey Bryce have officially closed on the purchase of Ginaveve’s Market Place & Main Street Bean, located at 401 W. Main Street, purchasing the historic building and business from founders John and Jenny Howard.

For the Bryces, the transition is both a dream fulfilled and a natural step forward. Cade, a lifelong Gila Valley resident, continues to serve as the Senior Systems Administrator for the City of Safford, where he has worked for nearly 15 years. Lacey is already a familiar face on Main Street as the owner of Rustic Lace Wax Bar & Salon, located just four doors down, and an instructor at the local beauty school.

Despite their busy professional schedules, cooking and baking have long been Lacey’s passion.

“Cooking is my love language,” Lacey shared. “These last couple of years, I really just wanted to find joy, so I started baking sourdough. We started a micro-bakery called Sift Happens, and it’s just kind of evolved. Now we’ve bought Ginaveve’s and incorporated my micro-bakery into it.”

When Jenny Howard posted on social media in late January that Ginaveve’s was up for sale, the couple felt a strong, shared call to take on the venture.

“We both had this really strong feeling that we were supposed to do this,” Lacey said, adding that working with Jenny during the transition has been a breath of fresh air. “I couldn’t think of a better mentor and business person to purchase a business from.”

Honoring a Legacy: What Stays the Same

The Bryces are quick to emphasize that they intend to preserve the warm atmosphere and core elements that Jenny Howard spent years building.

The name, the signature aesthetic, and Main Street Bean will all remain intact, as will customer favorites like the daily selection of paninis, breakfast bagel sandwiches, keto/protein bowls, the popular salad bar, and, of course, its wide, unique selection of signature olive oils.

Open mic nights will also continue at least once a month, with the new owners looking to build on the tradition and potentially expand into dedicated stand-up comedy or karaoke nights.

Due to the change in ownership, the restaurant is undergoing a standard probationary period for its liquor license. While mimosas are temporarily off the menu, the couple expects them to return as soon as the licensing process finishes.

What’s New and What’s Cooking Next

While honoring the establishment’s roots, Cade and Lacey are already introducing fresh energy and unique offerings to the shop:

• Extended Business Hours: Ginaveve’s has officially expanded its operating schedule. The shop is now open 6 a.m. to 6 p.m., Monday through Saturday (adding three full hours to the afternoon), and 8 a.m to 2 p.m. on Sunday.
• Sift Happens Micro-Bakery & Homemade Pies: Lacey is bringing her scratch-made philosophy to the bakery case. Everything from crusts to toppings and custards is made from scratch without pre-packaged mixes. Highlights include signature sourdough breads, new varieties of cookies, and a rotating “Pie of the Week”—featuring offerings like key lime and strawberry.
• Infused Sourdough: Combining Ginaveve’s specialty olive oils with Lacey’s sourdough process, the shop now features loaves like a Green Chile Cheddar sourdough baked using Ginaveve’s Green Chile Olive Oil directly in the dough.
• Desert Drip Dirty Sodas: Spearheaded by Cade, the shop has launched “Desert Drip,” an in-house dirty soda concept featuring locally inspired names. Menu additions include “The Highlight” (a White Monster base with peach and mango named in honor of local MMA champ Justin Gaethje, whose mural adorns the side of the building) and “Highway 191” (a Pepsi base with peach and vanilla). A special signature drink honoring founder Jenny Howard is also in development.
• New Culinary Additions: The menu is expanding with seasonal items like a Mediterranean Chicken Salad featured for August. As the team gets settled into the extended evening hours, they are also exploring options for a dedicated evening menu.

Looking to the Future

Further down the line, the Bryces hope to rearrange the floor layout slightly to create additional seating space for guests. Lacey also hopes to eventually host exclusive, ticketed “Gourmet Date Nights” once a month, featuring multi-course scratch-made meals accompanied by live entertainment.

For now, the new owners invite both long-time regulars and new customers to drop in, try the new treats and drinks, and see what’s brewing on Main Street.