Joe Greenidge & the Greenidge Family

Founded in 1962 by Joseph F. Greenidge and Carolyn Greenidge, Greenidge Funeral Homes was established during a time when much of the funeral industry, like many sectors, remained segregated. Starting on Arctic Avenue and located at Absecon Boulevard and Delaware Avenue present day, the Greenidge family built their business with their own savings when traditional financing options were out of reach. When expansion funds proved difficult to secure, they found other paths forward, guided by resilience and determination.

Proudly African American–owned and family-operated, the funeral home has grown into a trusted provider serving families of all races and religions for more than six decades. Today, their son, Joe Greenidge, manages the business as a licensed funeral director, continuing the legacy his parents began.

Joe Greenidge remains optimistic about the city’s future, calling Atlantic City a land of opportunity for businesses. He notes that Black-owned businesses have long contributed to the city’s growth and success. Among his proudest accomplishments is purchasing a larger property to support the funeral home’s expansion.

Recognized and respected throughout the city, Greenidge encourages the next generation of entrepreneurs to believe in themselves. His message is simple yet powerful: if you put your mind to it, you can achieve it.

And if given the chance to start over, he says he would choose Atlantic City again.

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