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John & Faye Cooper purchased the store in 1979 and set out on a journey of discovery. They moved their young family into the top two floors of the store and began the work of preparing to open. There were many questions, but the two most important were 1. What do we need to fit in with our community? And 2. What would an old general store carry that is still useful to our neighbors? That's where they started.

Mast Store Family

"WHERE SHOULD I SEND YOU TO KNOW THE SOUL OF THE SOUTH? I THINK I'LL SEND YOU TO MAST GENERAL STORE."

CHARLES KURALT

see THE REST OF THE MAST STORY HERE

mast news & events

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  • June 11, 2025 8 minute READ
    The welcome to Valle Crucis sign near Highway 105

    The Open Sign is Out for Valle Crucis

    A couple of weeks ago, many chambers of commerce and tourism groups held a ceremonial ribbon-cutting to signify that Western North Carolina is open and awaiting your visit. Valle Crucis is open, too, and welcomes a new restaurant and a revamped trail to its offerings. We hope you’ll visit soon.  ...read more

    tags-icon Local Flavor | Travel

    location-icon All

  • June 5, 2025 3 minute READ
    RIbbon Cutting in 2020 at the Mast Store in Downtown Roanoke

    Mast Store Roanoke Celebrates Five Years

    The Roanoke Mast General Store celebrates its five-year anniversary on Tuesday, June 17. While Mast Store’s history in this city is still young, that doesn’t mean it hasn’t been eventful.  ...read more

    tags-icon Behind the Scenes | Local Flavor

    location-icon Roanoke

  • May 30, 2025 11 minute READ
    The Cooper Family celebrates 45 years at the Mast Store

    45 Years Ago: The Cooper Family Legacy

    This week we’re joining Mr. Peabody and stepping into the Wayback Machine. As he adjusts the dials to get us to Valle Crucis in late 1979 and early 1980, we’ll share a few historic markers to help paint a clearer picture. The prime lending rate was 14.5% with the interest rate being 11.3% (compare that to now – the interest rate is 2.7%). The country was in the midst of an energy crisis caused by the Iranian Revolution, which led to a drop in oil production and long lines at gas stations. Those are some of the external conditions a young family was facing when they made the decision to leave Florida and re-open an old general store.  ...read more

    tags-icon Adventure | Behind the Scenes | Local Flavor | Mast Family Favorites | Mast in the News

    location-icon All

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