Since 1929, Groce Funeral Home & Cremation Service has paid tribute to the time-honored traditions of the Western North Carolina community.

Welcome to the Groce Funeral Home and Cremation Service.

Our professional and caring staff take pride in providing high quality and affordable funeral services that meet the special needs of your family.

We offer a complete range of quality services from funerals to cremation, and are experienced at honoring many faiths and customs. We invite you to contact us with your questions, 24 hours a day, 7 days a week, and we are glad to arrange a tour of our elegant facilities.

It is our goal to support you through every step of your arrangements and to pay tribute to the special memory of your loved one.

Contact us today to learn more about planning ahead.

Our Locations

Lake Julian

West Asheville

East Asheville

Our Caring Staff

Once you request the services of Groce Funeral Home & Cremation Service, we will immediately put our experienced funeral professionals to work for you. A single, dedicated individual will stay in contact with you every step of the way and guide you through the decision-making process. He or she will carefully explain your options, make recommendations at your request, take care of all the small details, and ensure that you and your family’s personal touch is always present.

Dale Groce

Co-Owner/Funeral Director

Dale was born in Asheville and is a son of the late Mary D. and W.H. "Bill" Groce, Sr. He graduated from Lee H. Edwards High School, the University of North Carolina at Chapel Hill, and the Dallas, Texas, Institute of Mortuary Science. He served four years overseas in the Air Force before returning to Asheville and joining Groce Funeral Home in 1974. He has served as District Director of the NC Funeral Directors Association and is former chairman of the First Citizens Bank Funeral Services Advisory Board and former treasurer of the West Asheville Business Association. He is married to Asheville native, Terrie Starnes, daughter of the late Glenn and Blanche Starnes, and they have one daughter, Kristina, a graduate of Furman University who received her MA in Psychology from Wake Forest University and her PhD in Psychology from NC State University. She is an Associate Professor of Psychology at Georgia Gwinnett College, Lawrenceville, GA and is the mother of a son, William Dale Brown.

W.H. “Bill” Groce, Jr.

Co-Owner/Funeral Director

Bill was born in Asheville and is a son of the late Mary D. and W.H. "Bill" Groce, Sr. He graduated from Lee. H. Edwards High School and the University of North Carolina at Chapel Hill. He is a NC licensed funeral director and was twice elected by his peers in funeral service to serve on the N.C. State Board of Funeral Service (the state regulatory and licensing agency). He was chosen by this group as president, and while on the board he helped formulate and institute new and stringent regulations that help protect consumers, especially regulations relating to pre-payment of funeral expenses. He and his wife, Rhoda, daughter of Mary Jean McCook and the late Jack McCook, of Greensboro, have two sons, Scott and W.H. “Trey” Groce, III. In his free time, he enjoys spending time with his three grandchildren, Mary Carter, William and Elizabeth “Liz”.

Ricky C. Adams

Funeral Director

Rick began work in funeral service in 1978, and joined with the Groces in January 2007. He is a Honor graduate of Gupton-Jones College of Funeral Service. He has been a licensed funeral director and embalmer since 1990. In addition to cooking for family and friends, Rick enjoys riding his Harley, fishing and hunting. He is the proud father and grandfather of two daughters and five grandchildren. After a distinguished career, during which he served thousands of families, Rick announced his well-earned retirement in February of 2026.

Contact Us

Groce Funeral Home & Cremation Service

Please know we are available by phone 24/7/365 for your convenience.

Lake Julian


72 Long Shoals Rd
Arden, NC 28704
828-687-3530

Office Hours
Mon–Sat: 8:00 AM – 6:00 PM
Sun: 8:00 AM – 5:00 PM

West Asheville


1401 Patton Ave
Asheville, NC 28806
828-252-3535

Office Hours
Mon–Sat: 8:00 AM – 6:00 PM
Sun: 8:00 AM – 5:00 PM

East Asheville


856 Tunnel Rd
Asheville, NC 28805
828-299-4416

Office Hours
Mon–Sat: 8:00 AM – 6:00 PM
Sat–Sun: By Appointment Only

[email protected]

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72 Long Shoals Rd

Arden NC, 28704