Where We Gather

A Place to Gather

Chattanooga markets take many forms throughout the year, including year-round grocery providers alongside specialty holiday and artisan gatherings. At their core, however, these spaces have one goal: to create a physical space that accommodates a community’s needs.

“Public markets are actually one of society’s oldest institutions, serving the basic needs of connecting producers with consumers. This is as true today as it was thousands of years ago,” says Melissa Lail, director of marketing and public relations for Chattanooga Market and its umbrella nonprofit, Public Markets, Inc.

The Chattanooga Market is perhaps one of the area’s most familiar marketplaces, filling the First Horizon Pavilion with food and craft vendors, live music, food trucks, and packed crowds every Sunday from April through November. Public Markets, Inc. also supports other ventures throughout the year, including the Chattanooga River Market by the Tennessee Aquarium as well as the Erlanger Market. “Our markets are one of the few natural gathering places for families in our

community,” Lail says. “Folks come after church, on a bike ride, or simply just for a family outing or day date. We are the place to be for locals on Sundays and the place to bring visitors – it’s pretty darn special.”

Also calling the First Horizon Pavilion home is the 4 Bridges Arts Festival (4BAF), organized by the Association for Visual Arts (AVA). This festival is unique in that it focuses exclusively on fine arts and crafts, drawing artists from across the country to the annual three-day event.

“4 Bridges is special because it offers the most accessible space for the general population of Chattanooga to see and buy artwork from a large number of working artists,” says director of festivals Sarah Moore. “We also pride ourselves on bringing in artwork that is financially accessible to almost everyone in the community, with prices starting around $25-50 and going into the thousands. It’s a great place for anyone to become an art collector.”

While these events are certainly well-loved by locals, they also draw visitors from far and wide. “AVA has been really successful in developing 4BAF into a nationally known event that artists are eager to get into and that provides them with good sales each year,” says Moore. As part of a grant from the Chattanooga Tourism Company, AVA analyzed where festival attendees were traveling from, allowing them to consider the potential for driving tourism every April. “Last year, a little over 7% of our attendees were traveling over 100 miles to Chattanooga. I’d love to see that grow to 10-15%.”

One aspect that makes events like Chatta-nooga Market and 4BAF so popular is the opportunity for hundreds of vendors and customers to gather under one roof, sharing products, stories, and ideas. This creates a unique culture of exchange for shoppers and vendors alike. Moore recalls a conversation with two participating artists who remarked on how much they enjoy coming to Chattanooga for 4BAF, “not only because we put on a good show, but because the buyers they meet here seem unusually knowledgeable about and interested in their processes for making their work. They said it means a lot to them to sell work to people who seem really excited about what they’re doing and the materials and techniques they use.”

Photos Courtesy of 4 Bridges Arts Festival

Supporting Independent Makers and Growers

Alongside enriching shopping experiences, public marketplaces also serve as incubators for local entrepreneurs. Lail lists several locally and nationally recognized brands that used the Chattanooga Market as a testing ground: Bluff View Bakery, Hoff & Pepper Hot Sauce, Good Fortune Soap, and The Rustic House Candles, to name a few. “I think half the fun (and possibly all of the magic) of the Market is that it continuously changes and adapts,” she says. “This allows our entrepreneurs to chase the latest trends or to define the next big thing much faster than a brick-and-mortar can typically evolve.”

Each market and festival has something different to offer, creating diverse opportunities for vendors to find the most opportune place to offer their product. Such is the case with the vendors at Main Street Farmers Market (MSFM), a producers-only, farmer-run market that operates 52 weeks out of the year. “I’d been a customer of MSFM for about six years before I applied to be a vendor,” says Elizabeth Bounds, owner of Other Milk Co. “Knowing the ethos of the market from being a customer, I knew it was the market I wanted to launch my product at. Their focus on sustainability, locality, and accessibility falls in line with some of my top priorities as a business.”

The vendors at MSFM are exclusively regional farmers, bakers, and makers whose goal is to bring the highest quality nutritious foods to Chattanooga locals year-round. “The market’s focus from beginning to end is authenticity,” shares Bill Keener, who farms Sequatchie Cove Farm with his wife Miriam – the architects of MSFM back in 2008. “We want to be real and transparent – we want individuals to have the joy of the full circle of life, knowing who grew the food they eat, where it was grown, and the methods used to grow it.”

I love the support that the Chattanooga community gives us, and I love to see folks find handmade art that speaks to them, whether it be a handmade coffee cup, wooden spoon, painting, or piece of jewelry. Being a vehicle for folks to make their lives more beautiful is a great job.”  – Sarah Moore, Director of Festivals,  Association for Visuals Arts

Photos Courtesy of Main Street Farmers Market

Bridging the Gap

The need for accessible food was heightened during COVID-19 as supply chains worldwide were interrupted. Farmers and community organizers throughout the Southeast rose to the challenge, such as the group of North Georgia farmers who established Rabbit Valley Farmers Market in 2020. Executive director and market manager Samantha Leslie explains, “Local foods are more readily available and more easily accessible than global foods. Food security absolutely relies on local food sources, and connecting personally with the farmer who grows your food is a relationship grounded in a community supporting itself.”

Adam Hobbs, MSFM board member and owner of Midway Mushrooms, echoes this: “The pandemic highlighted the importance of food security and connection to where our food comes from, leading more people to seek out farmers markets. Now, this interest seems to be evolving into a deeper appreciation for the work of small farmers and the value of sustainable, community-based agriculture.”

The impact of locally-sourced goods extends beyond the pandemic. In 2020, the American Farmland Trust (AFT) published a report that ranked Tennessee as the fourth most-threatened state for farmland loss. The AFT reports that on recent trends, Tennessee will pave over, fragment, or compromise over 1 million acres of farmland by 2040. However, regional farmers markets are seeing shifts in the Chattanooga food scene, leading consumers to be more curious about how to support local food systems. “If this momentum continues, we can look forward to even stronger markets that not only support local farmers but also educate and inspire communities to invest in their local food economy,” shares Hobbs. “It’s a hopeful future – one that thrives on the continued enthusiasm and commitment of both farmers and consumers.”

Building Resilient Communities

Across all Chattanooga markets, vendors forge connections with local businesses, sponsors, and restaurants, which has a ripple effect on the wider community. In 2023, the Rabbit Valley market started a program called “Nourish North Georgia,” which purchases all unsold produce at the end of the day and donates to a local food pantry. “This program is a huge catalyst in establishing and creating an equitable food system that supports sustainable agriculture and the community,” Leslie says.

Similarly, Gaining Ground Grocery in Highland Park partners with several MSFM vendors to provide affordable, nutritious food to Chattanoogans. Many farmers markets, including MSFM and Rabbit Valley, are able to support shoppers by accepting Supplemental Nutrition Assistance Programming (SNAP) benefits. Restaurants and eateries are also key players in supporting Chattanooga food systems by creating menus that feature local eggs, milled items, meats, and more.

“One thing I wish people knew about shopping for locally sourced groceries is many great things are all rolled into one: keeping food dollars local, building community, and helping small business thrive,” says Jane Wheeler Mauldin of Wheeler’s Orchard, a MSFM vendor. “When I am out sweltering in the vineyard in the middle of summer, I remind myself of all the customers that will be delighted when the first grapes of the season appear at market.”

Attention to local food systems creates a cycle, says David Cook, MSFM vendor and co-founder of Food as a Verb: “More people, more farmers, more products and options – national award-winning cheese, gourmet mushrooms, chocolate, gorgeous flowers, milk, so many kinds of meat, dozens and dozens of types of vegetables – and the growing realization among Chattanoogans: food like this is unlike any other kind of food. It’s homegrown. Nourishing. Prepared with intention and love.”

What a wonderful feeling to see who grows your food and to know that they care about what you eat and feed your family. Community really is everything.” – Samantha Leslie, Executive Director and Manager, Rabbit Valley Farmers Market

Photos Courtesy of Rabbit Valley Farmers Market

A Hopeful Future

Whether offering produce, one-of-a-kind goods, or fine art, Chattanooga markets are rich with passionate community organizers. In 2024, the folks at MSFM organized a Christmas tree fundraiser to support a farm in North Carolina that was severely damaged by Hurricane Helene. Other memorable contributions are built from the quotidian; AJ Jackson of Quail Run Farm fondly recalls being asked to supply locally produced meat for a customer’s wedding. She says, “Knowing the care and time we take to raise our animals the right way is something people love so much that they want it to be the centerpiece of their special moment – that’s what makes being a local vendor just that much more special.”

Many programs on offer for the community are made possible thanks to the greater Chattanooga area’s generous donors and sponsors. At Rabbit Valley, the “Power of Produce” children’s club allows for kids to receive $2 in “market bucks” and a “market passport.” In addition, the Youth Vendor Program supports one young farmer or maker each Saturday during the season. “Supporting their entrepreneurial efforts and including the youth in all aspects of being a market vendor has really been a huge boost for our area,” Leslie reflects. “Kids who grow up shopping at the farmers market usually grow into adults who support the farmers market.”

At 4BAF, the “Emerging Artist Program” allows for less-seasoned makers to gain exhibition experience and mentorship from other artists. AVA also established the Between the Bridges Festival in 2021. Moore explains, “We wanted a way to give more local artists the chance to try selling in a festival setting, and that had become difficult as 4BAF’s national profile grew and applying became more competitive. Between the Bridges has been very successful, and we’ve seen tremendous growth in its popularity with artists and with the public.”

Thanks to gallery exhibits and programming from AVA, lovers of 4 Bridges Arts Festival can connect with the arts year-round. “There is a huge wealth of creative talent in Chattanooga, and we are delighted that we get to be involved in cultivating, nurturing, and showcasing it,” says Moore.

This year, both Chattanooga Market and 4 Bridges Arts Festival will celebrate their 25th season serving the Chattanooga community. “Our 25th season is a special milestone and a time for reflection,” Lail says. “Thousands of market vendors, millions of guests, tens of millions of direct commerce, and over a half-billion dollars of economic impact within our region is the direct result of the Chattanooga Market and our team of a half-dozen. We love that so many aspects of our community are positively impacted by our efforts.”

As is, the Chattanooga market scene is a testament to the community members who have invested decades worth of time, money, resources, and passion into these events. The old adage is true: many hands make light work. The result is dynamic marketplaces and festivals throughout the year that bring Chattanoogans together in celebration of art, food, and life well lived.

“Our hope,” Lail says, “is that our community will continue to find joy at our markets for years to come.”

Successful relationships are built on mutual support, education, and shared values around local food systems. When everyone invests in local agriculture – by buying, supporting, and spreading the word – we create a thriving system that benefits growers, eaters, and the entire city.”
 – Adam Hobbs, Midway Mushrooms, Main Street Farmers Market Board Member

Photos Courtesy of The Chattanooga Market