NORFOLK, Va. (WAVY) — At the E. Palmer Supermarket in the Berkley section of Norfolk, the profit margin is thin, but neighborhood needs weigh heavily.

Esron Palmer, owner of the supermarket founded by his father, has seen a recent increase in sales since he rearranged the placement of the produce section and started promoting the store on social and traditional media.

“We’re getting great feedback,” Palmer said. “We’re seeing a lot of new faces in here, which I love to see, and they’re just saying that they were happy we are here.”

Just off the main entrance, a sign reveals that anyone using an EBT card for their produce purchase gets 50% off. Palmer said shoppers are taking advantage of the deal, as yellow watermelons, hefty Russet potatoes and fresh cabbage are on display.

“We try to remind everybody that comes in the store who’s using EBT that they should take advantage of that 50% off because we want our people to eat healthy, make sure that they’re living longer and eating what they need to do so they can stay safe,” Palmer said.

Thanks to 2020 legislation from Richmond , on Jan. 1, any workers in Virginia who are paid the hourly minimum wage will get a mandatory annual pay adjustment every year, based on the Consumer Price Index, or CPI. In 2026, the minimum wage will increase 36 cents to $12.77 per hour, calculated by adding the 2.9% CIP increase to the current rate.

That should help some with putting food on their table.

Meanwhile, the United States Department of Agriculture reports food prices in Virginia are 3% higher that last year. Additionally, the effects of global tariffs remain fluid.

As families prepare for the back to school routine, one parent, Tyeicia Bateman, urges caution at the counter.

“Try to get non name-brand products for the kids, for school,” Bateman said. “But when it comes to electronics, get the good things. But we all can help each other to have churches and everything that can help you out. Always give back because you always [get] it back in return.