Creation Story
April 2, 2024
MJ and Nadia met in 2019, in her booth, under the bridge at Riverside Arts Market, where she’s been selling biodegradable covers since 2015. MJ was a student at UNF; her final year included an internship on a local farm and an independent study into Ayurveda and Traditional Chinese Medicine through the topic, ‘Food as Medicine’. She graduated with a degree in Community Nutrition and Food. When the two initially met MJ was 21, Nadia 62.
Here it is five years later, 2024. MJ’s been managing the Murray Hill Farmers Market (MHFM) since the eve of Hurricane Ian in late September 2022. Nadia is primary advisor and vendor.
MJ has lived in Jax for six years, and has owned her home in Murray Hill (MH) for two. Nadia, who lives off grid 50 minutes to the northwest, has overnighted regularly in MH for 8 years.
Both women have a powerful moral need to live lightly on the planet. Nadia watched MJ assume responsibility to delegate the final hour preparations for her housewarming event, and realized her capabilities for management. Now, Nadia’s vision of creating food sovereignty for Murray Hill residents is coming to life with MJ’s organizer/networker capabilities. The weekly feeling of community amongst vendors and neighbors alike, is proof of movement in the right direction.
From Nadia:
We started with the idea of a midweek evening local food centric farmers market.
From April through September 2022, we met regularly to create the mission statement, collect potential vendor names, and develop the application guidelines including vendor category types; food, food-related, health/wellness/lifestyle, and garden/farming related. MJ registers her LLC. She starts working at mesa and continues to do so.
Stacey, co-owner with Broc (her husband) of Fishweir Brewing Co., heard MJ at the August 2022 Murray Hill Preservation Society monthly meeting, say she was looking for a market location. She reaches out right there and then. “Come to our brewery.”
A month later we start with six vendors; Chandanko Farms, Harmony Mushroom Co, Max’s Market, Beeskeeper Covers, Chari Candle and Nettles Herbs. For the first few markets, MJ would buy boxes of eggs from Clover Farms and bags of coffee beans from The Flamingo to have available for purchase at the market table.
We soon spread out to fill up Fishweir’s Backyard. Summer eves with children running about while musicians play and parents chat. 15 vendors. Then 20. The Backyard is packed.
Stacey checks in with owners of Maple Street Biscuit and Bold Bird to be sure the market can expand into the shared gravel parking lot with shade of large oak and cabbage palm.
In July 2023 we expand into three linked areas; inside Fishweir, the Backyard and the parking lot. 20-25 vendors selling, bartering and collaborating amongst themselves and almost 200 customers.
The first markets were held every other Wednesday, then we switched to the 2nd and 4th Wednesdays. Since Jan. 10th, 2024, it’s every Wednesday, from 5 to 8 pm.
Before each move, the vendors are asked their input. Only after surveys, discussions and agreement, are decisions implemented. About a quarter of them are from Murray Hill and/or started their business at the MHFM. They enjoy the connectedness that grows organically within the sustainably motivated and locally centric market guidelines.
The community energy is palatable, relaxed, full of news and stories, neighbors’ bags filling as the evening progresses.
In the midst of this all, MJ, as market manager, with common-sense groundedness and good-humor, helps the new vendors to their spots as well as the musicians of the eve, and resolves challenges as they emerge. Some of MJ’s first year initiatives, while juggling the weekly work of vendor inquiries, processing and placement, are; six month sponsorship packages and signups, regular IG and FB postings, website creation, promotional marketing materials; flyers, T-shirts and more.
Trey, Duval County Soil and Water District supervisor, and manager at Eartha’s new farmers market, began to work with MJ, as marketing advisor, in late November ‘23.
As a result, a direct postcard market invitation to 4900 MH households and an interview on WJXT’s ‘River City Live’ have already introduced the market to more people.
Today, Nadia and MJ continue to work together toward their mission of a more connected local food system, as they strengthen their local ties in the community, and enjoy the challenges that evolve.
Come meet the farmers and makers that embody the vision of food sovereignty for a more resilient Murray Hill neighborhood.
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