Welcome to the Business Incubator


Brown’s Market is more than a grocery store; we are a launchpad for local talent. Through our business incubator program, we partner with community entrepreneurs to help scale their dreams. From refining business strategy's to hosting in-store pop-ups, we’re here to help the visionaries in our neighborhoods thrive and grow.


Beyond shelf space, our program provides direct access to the industry expertise needed to build a sustainable product. Participants receive one-on-one mentorship from seasoned retail professionals who offer guidance on everything from product packaging and branding to scalable supply chain logistics.


By providing these essential resources and strategic insights, we ensure that every entrepreneur is equipped to navigate the complexities of the market and move from a local startup to a household name.

Sister's Original Supreme Pies

Nefertari Muhammad, Owner/Baker/CEO

Success starts with purpose—knowing why you do what you do. Stay consistent, deliver quality every time, and be open to learning. Use the resources around you, build strong relationships, and stay connected to your community.

Most importantly, remain grounded in faith, resilience, and vision. Brown’s Business Incubator isn’t just a place to sell—it’s where you grow, scale, and prepare for what’s next.

Who or what is your inspiration in business?

My inspiration in business comes from trailblazer Madam C. J. Walker, who showed that entrepreneurship can create generational wealth while uplifting communities. I’m also inspired by my two youngest daughters, who motivate me to build a lasting legacy. After 35 years as an entrepreneur, my mission through Sister’s Original Supreme Pies and our CEO Initiative is to create opportunity, mentor future entrepreneurs, and help build stronger communities.

How do you stay motivated?

My motivation comes from faith in God, the gift of life, and my children and grandchildren who inspire me to build a lasting legacy. I’m grateful for my mentors, especially one I have been blessed with who shaped my work ethic at 19. I’m also driven by my community, loyal customers, and the support of Brown’s ShopRite Business Incubator Program, the Urban League of Philadelphia , Entrepreneur Works, Brown Street Cafe and Get Fresh Daily community partners.

Sushi Awarsei

By Michiko Thwe, Co-Founder

We launched the company in 2022. In May of that year, I connected with Jeff Brown on LinkedIn, who encouraged me to engage with the Brown’s Super Stores incubator program.

In early 2023, Stacey reached out to coordinate a meeting at ShopRite Oregon Avenue, where we met with the Philadelphia Health Department, Paul, and several Wakefern team members to discuss ways to enhance our sushi program. Following that, we conducted a series of pop-up events across multiple ShopRite locations in March and April 2023 to test and refine our offerings. As a result of those pop-ups, ShopRite West Chester (KTM Supermarket, independently operated) invited us to launch an in-store sushi program. We officially began operations there in July 2023 and subsequently became an approved Wakefern vendor.

In June 2024, Paul contacted us with the opportunity to operate within Di Bruno Bros. Since then, we have continued to expand, and we are currently operating in nine Brown’s Super Stores locations. Overall, Sushi Awarsei has grown to more than 50 locations (NJ/NY/PA/MD), with plans to reach 86 locations by October 2026.

Brown's Street Cafe

Zane Booker, Founder

Listen to and apply guidance from the Brown’s ShopRite Business Incubator Program team—they’ve seen what works.

Focus on repeat customers with consistent food, fast service, and a strong daily presence.

Treat the space as a launchpad—track your numbers and build toward customer retention and expansion.


TALLOW - Permissible Foods

By Abed Ibrahim, Founder

Succeeding in the Browns business incubator program comes down to a few things most people overlook.

First, treat it like a real business environment, not a school project. The people running it are looking for builders, not just people with ideas. When you sit down with them, don’t pitch—have a normal conversation and make them understand what you’re building and why it matters. Your goal is simple: get at least one person in that room to actually believe in it.

Second, be clear on the business. Not just the idea, the business. What are you selling, who is it for, and how does it make money? If you can’t explain that in a straightforward way, nothing else really matters.

Third, show that you move. This isn’t a place for “I’m thinking about starting…” If you’ve already taken steps—built something, tested it, sold it, even in a small way—it puts you ahead immediately. Execution beats potential every time in a setting like this.

Fourth, use the program properly. Most people under use incubators. They sit through sessions and do the minimum and get nothing out of it. The ones who win ask questions, build relationships, follow up, and actually apply what they’re being told in real time.

Fifth, be coachable without losing your backbone. You’re there to learn, but not to be pushed around. Take feedback seriously, adjust where it makes sense, and stand firm where you have conviction.

And last, be consistent. Showing up once with energy doesn’t mean anything. The people who stand out are the ones who keep showing progress, week after week.

Do all that, and you give yourself a real shot. Most people won’t, they’ll stay in idea mode, figure out an excuse, and/ or tell themselves it can’t be them who succeeds; and that’s exactly why they don’t get much out of it. The Browns Business Incubator Program is a great tool. You just need to learn how to use the tool. Building connections with everyone in that room will make your time building your business much better.

There’s someone in that room for every business owner and potential business owner.