Our Story

Turn the umbrella to start the Yellow Umbrella journey...

It all began with a Yellow Umbrella.

David Whitby, owner of Yellow Umbrella Provisions, knows his seafood. His mom, Jean, grew up in the Northern Neck where her family crabbed and oystered. David’s dad, George, sold freshly caught crab and oysters out of a cooler in the back of his car every Saturday after working a regular 9 to 5 job. George made a hit with his fresh seafood. A year later, he quit his day job, put his coolers into a pull-behind Scotty trailer and parked it in various locations around Richmond’s West End. He set out a yellow umbrella to let customers know that he was open and naturally folks began to refer to George’s fresh seafood stand as “the yellow umbrella.”

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The rest is history.

As a boy, David rode around with his dad, buying seafood and running over to his grandmother’s house to pick up crab cakes, deviled eggs and shrimp. George’s following soon grew and he would arrive to find people lined up. Finally, in 1986, George opened his first brick-and-mortar store at our current location, 5603 Patterson Avenue. In 1994, he moved the shop across the street from the post office, where it remained for 20 years.

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The Fishcow makes an entrance.

David purchased his father’s business in 2008 and moved the shop back to its original location in 2013. He renamed the shop Yellow Umbrella Provisions to reflect the wider variety of foods offered, including up to 20 varieties of fish, a butcher department, wine, cheese, gourmet grocery items, local produce, and ready-to-go meals prepared daily in the kitchen. David introduced the quirky “Fishcow” to symbolize the integration of our butcher department and enhanced product offering.

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We are expanding!

Yellow Umbrella is a long-standing community of food lovers, made up of regular customers and longtime employees who know the products they carry and how they should be prepared. On a wall near the kitchen hangs a photograph of his dad’s seafood trailer and its yellow umbrella. Although much has changed over the years, George’s commitment to quality and exceptional customer service remains. But don’t just take our word for it – come on in and see what’s under the yellow umbrella!

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Our Team

Select a team member to read their bio.

Denis Callinan
Pam Custalow
Dave Graziano
Travis Marshall
Tammy Oley
Kara Oley
Stafford Terrell
Nik Vukaj

Meals and 
Party Platters

Each day, our awesome kitchen staff makes a variety of prepared foods using our seafood, meats, and local produce – and no preservatives. With a little notice, we’re also able to take special orders for meals and party platters to-go.

E-News Updates

Sign up for our e-news updates to be in-the-know on our weekly prices and selections of seafood, meats, gourmet foods, ready-to-serve meals and lunch counter specials.

Contact Usarrow pointing right

804-282-9591
5607 Patterson Ave.
Richmond, VA 23226

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