A Love Letter to the Neighborhood: Three Women and our City's Saturday Market
A Saturday market is "fundamental to the framework of a healthy, local food scene."
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for sponsoring this series
AJ Jackson, Mary Grace Rogers and Olga McLeod had been dreaming about the moment for months.
Last Saturday, farmers and vendors set up tables at Montague Park, with fist-sized rocks from the parking lot holding down the tablecloth corners in the March wind.
AJ looked at all the beauty around her: sweet potatoes, early strawberries, duck eggs, Nicaraguan coffee, plant starts.
And people.
It was the soft opening of the HiLo Market, the Saturday farmers' market she and co-founder Mary Grace (Olga joined later) have spent more than a year creating.
Hours earlier, AJ — she'd raised her hand to oversee the first soft opening — tossed and turned, worried like an artist before the big debut by one big question: will anyone come?
Yes, absolutely.
They came, happily and gratefully.
And loved it.
On the expansive green pitch of Montague Park, eight initial vendors and farmers sold produce, with the giant sculptures in the background rising like beacons — come here, come here — as the HiLo Market off-scented that good Saturday feeling that comes with a true farmers' market.
So, AJ, how's it feel?
"I feel hopeful. I feel excited," she said. "I feel very proud."
This is monumental news for our local food community.
Thanks to AJ, Mary Grace and Olga — three women spanning three generations — Chattanooga will enjoy its first true Saturday green market in recent history.
City leaders have planned their own version, as part of the multi-million National Park City + Montague Park redesign. The architectural drawings are beautiful.
They're also dormant, as the project will take years and millions of dollars.
So, on Saturday April 25, when the HiLo Market celebrates its grand opening, it will be because of these scrappy, gutsy women — not a multi-million dollar city budget or planners — and their no-quit dedication and hustle-hearted selflessness.
"This is a love note to our neighbors," said Mary Grace.
At a time when food costs and hunger pressures are increasing, and farmers continue to search for ways to gain more access to communities, AJ, 24, Mary Grace, 46, stepped forward and said with civic moxie and gusto: we'll do it.
It started years ago.
In 2024, Chef Joe Milenkovic Jr. wrote an essay in the Times Free Press, highlighting the need for a Saturday farmers' market.
"Fundamental to the framework of a healthy, local food scene," he wrote.
His essay made in big difference in many of us. Mary Grace and I chatted: the idea is rich, necessary, but who ... and how? Then, one night, she found herself at the raw bar at Easy Bistro.
She asked questions. Listened. Asked some more. The need is great, she realized, for chefs and working families who can't access a 4 pm weekday market.
She kept coming back to the bar, powering up her laptop, peppering Joe.
Over time, the former board chair of the Main St. Farmers' Market turned the oyster bar idea into a plan. She spent hour after hour talking with farmers: what do you need? How could this help? What should we avoid?
She spoke with countless friends: what would it take to get you to come to a Saturday market? What kind of foods would you want?
She spoke with other experts and "market mavens," foundation leaders, National Park City committees and market consultants.
Why?
Back to Milenkovic's original essay, which Mary Grace kept close, like a lighthouse when things got dark.
"I drew a lot of energy from Joe. I've read and re-read that article so many times," she said.
It articulates a great need and great solution.
"Two markets a week would increase demand, increase supply and hopefully lower prices," he wrote. "It would make local foods far more accessible for people in our community on a regular basis."
"Not being able to access the greenmarket has a huge impact on my work. I am not able to see, touch and smell things coming from our farms each week ... "
Plus, at its core, a farmers' market is wholesome, uplifting and empowering.
Chattanooga needs this.
Over time, Mary Grace realized: she had something with legs. A business plan(s), list of fundraising ideas, early endowment options, initial marketing strategies.
Plus, she had fire. Mary Grace has that precious inner quality that is both tender and firm: she's a fighter with a good heart.
Then, she found AJ — yep, a similar inner fire — who'd just left her job at a regional farm. Mentioned the idea to her ... and .... AJ?
"I remember thinking she was crazy, honestly," said AJ.
We have a Sunday market. (Yes, there are farmers, but it's not a true farmers' market.) We have a Wednesday market. (Weekday afternoon makes it tough for chefs and working families.) Who would be so crazy to start a Saturday market and think it would be successful?
But then, AJ asked around. Whispered it to friends. Asked other farmers, including her partner, Damon Bartos, lead farmer at The Beth.
They all lit up. AJ soon realized:
Milenkovic and Mary Grace are right.
A Saturday market is fundamental to the framework of a healthy, local food scene.
Last winter, they formally began working together. Both women joined a National Park City committee, led by UT's fabulous extension agent Haley Treadway, that provided as much non-funding support as possible.
The vision got clearer.
"This market would be an on-ramp for small farmers, backyard gardeners and school programs to sell their goods and knit themselves into the support and life-giving heart of this community. And a welcome place for established local businesses and farmers to share their expertise and feed the city," said Mary Grace.
But where? What location would work? Who has land available for Saturday morning access ... that's not going to charge us out of existence?
Enter: Krue Brock.
Krue, one of the finest men in the city, and the Chattanooga Football Club Foundation freely allowed the HiLo Market a place at the Montague Fields.
Krue, Mary Grace and AJ walked the fields, as Krue shared his vision for a true neighborhood market, with food by and for the people.
"Tastes of home, right here in Chattanooga," Mary Grace said.
Their vision became even firmer:
- A true farmers' market held on a Saturday morning in Highland Park.
- Some 18 farmers and vendors have signed on. They're not charging them vendor fees. (Thanks, Krue.)
- HiLo's got community partners — from LaPaz to Clinica Medicos — that will join, too. Volunteers will serve as translators between farmers and Hispanic Chattanoogans.
Then, Olga McLeod joined the team, bringing a sort of here's-how-the-world-works wisdom.
"You can't do this without like people like Olga," Mary Grace said.
The three began meeting every Saturday morning for hours.
Remember: so far, no one's getting paid.
And all the market funding is coming out of their own pockets.
Then, farmers and growers began responding: yes, we'd love to join this.
They have 18 so far, signed on for the April 25 opening.
Then, Highland Park began hearing about this. A volunteer kick-off event at White Duck Taco was perfect.
"We were met with smiles, lots of questions and 'we can't wait, this is so exciting!'," Mary Grace said.
"The neighborhood is ready to take this market on and make it their own."
Only one thing remains.
Us.
For the HiLo Market to succeed, it's going to take more funding, resources and attention from the city beyond Highland Park.
HiLo Market needs a business development person.
"Light the fires in businesses around our city to support this and create a truly sustainable model that serves our community alongside its farmers, makers, bakers and artisans," Mary Grace said.
It needs robust marketing, a website build, signs at Montague Park. (Two Saturdays ago, AJ used a whiteboard with green, pink and black Expo markers.)
Most of all, it needs funding.
Funding to support a small, mighty team with living wages.
Funding to make this something that lasts for years.
Funding that doesn't keep draining the bank accounts from these three women.
They've put in hundreds of hours, all un-paid, to create one of the most wholesome, effective and uplifting creations — a farmers' market — on God's green earth.
It is, indeed, a love-note to the city.
And love notes need replies, responses, something offered in return.
Who can step forward and offer funding support? Volunteer time? Solid backing from Chattanooga businesses and foundations?
Who will offer love in return?
"Because I love it, I'm happy to do it," AJ said. "It should frustrate me, but because I truly care about this, it doesn't.
"I love seeing people succeed. I love seeing people be happy. I love being able to provide a space for that."
The city's still got its plans for reimagined Montague Park. It will takes years and millions.
In the meantime, three scrappy women got to work and — in a story best remembered and toasted in our civic + agriculture history books — built a true Saturday farmers' market for a community.
"Providing food and resources in the now," said Mary Grace.
You can contact the HiLo team at market@hilochatt.com or follow their Instgram.
"Everyone's doing their best," said Mary Grace. "We do need help. We do need funding. We do need hands."
They need Chattanooga.
And Chattanooga needs this.
Story ideas, questions, feedback? Interested in partnering with us? Email: david@foodasaverb.com
This story is 100% human generated; no AI chatbot was used in the creation of this content.
food as a verb thanks our sustaining partner:
food as a verb thanks our story sponsor:
Easy Bistro & Bar
AJ Jackson, Mary Grace Rogers and Olga McLeod had been dreaming about the moment for months.
Last Saturday, farmers and vendors set up tables at Montague Park, with fist-sized rocks from the parking lot holding down the tablecloth corners in the March wind.
AJ looked at all the beauty around her: sweet potatoes, early strawberries, duck eggs, Nicaraguan coffee, plant starts.
And people.
It was the soft opening of the HiLo Market, the Saturday farmers' market she and co-founder Mary Grace (Olga joined later) have spent more than a year creating.
Hours earlier, AJ — she'd raised her hand to oversee the first soft opening — tossed and turned, worried like an artist before the big debut by one big question: will anyone come?
Yes, absolutely.
They came, happily and gratefully.
And loved it.
On the expansive green pitch of Montague Park, eight initial vendors and farmers sold produce, with the giant sculptures in the background rising like beacons — come here, come here — as the HiLo Market off-scented that good Saturday feeling that comes with a true farmers' market.
So, AJ, how's it feel?
"I feel hopeful. I feel excited," she said. "I feel very proud."
This is monumental news for our local food community.
Thanks to AJ, Mary Grace and Olga — three women spanning three generations — Chattanooga will enjoy its first true Saturday green market in recent history.
City leaders have planned their own version, as part of the multi-million National Park City + Montague Park redesign. The architectural drawings are beautiful.
They're also dormant, as the project will take years and millions of dollars.
So, on Saturday April 25, when the HiLo Market celebrates its grand opening, it will be because of these scrappy, gutsy women — not a multi-million dollar city budget or planners — and their no-quit dedication and hustle-hearted selflessness.
"This is a love note to our neighbors," said Mary Grace.
At a time when food costs and hunger pressures are increasing, and farmers continue to search for ways to gain more access to communities, AJ, 24, Mary Grace, 46, stepped forward and said with civic moxie and gusto: we'll do it.
It started years ago.
In 2024, Chef Joe Milenkovic Jr. wrote an essay in the Times Free Press, highlighting the need for a Saturday farmers' market.
"Fundamental to the framework of a healthy, local food scene," he wrote.
His essay made in big difference in many of us. Mary Grace and I chatted: the idea is rich, necessary, but who ... and how? Then, one night, she found herself at the raw bar at Easy Bistro.
She asked questions. Listened. Asked some more. The need is great, she realized, for chefs and working families who can't access a 4 pm weekday market.
She kept coming back to the bar, powering up her laptop, peppering Joe.
Over time, the former board chair of the Main St. Farmers' Market turned the oyster bar idea into a plan. She spent hour after hour talking with farmers: what do you need? How could this help? What should we avoid?
She spoke with countless friends: what would it take to get you to come to a Saturday market? What kind of foods would you want?
She spoke with other experts and "market mavens," foundation leaders, National Park City committees and market consultants.
Why?
Back to Milenkovic's original essay, which Mary Grace kept close, like a lighthouse when things got dark.
"I drew a lot of energy from Joe. I've read and re-read that article so many times," she said.
It articulates a great need and great solution.
"Two markets a week would increase demand, increase supply and hopefully lower prices," he wrote. "It would make local foods far more accessible for people in our community on a regular basis."
"Not being able to access the greenmarket has a huge impact on my work. I am not able to see, touch and smell things coming from our farms each week ... "
Plus, at its core, a farmers' market is wholesome, uplifting and empowering.
Chattanooga needs this.
Over time, Mary Grace realized: she had something with legs. A business plan(s), list of fundraising ideas, early endowment options, initial marketing strategies.
Plus, she had fire. Mary Grace has that precious inner quality that is both tender and firm: she's a fighter with a good heart.
Then, she found AJ — yep, a similar inner fire — who'd just left her job at a regional farm. Mentioned the idea to her ... and .... AJ?
"I remember thinking she was crazy, honestly," said AJ.
We have a Sunday market. (Yes, there are farmers, but it's not a true farmers' market.) We have a Wednesday market. (Weekday afternoon makes it tough for chefs and working families.) Who would be so crazy to start a Saturday market and think it would be successful?
But then, AJ asked around. Whispered it to friends. Asked other farmers, including her partner, Damon Bartos, lead farmer at The Beth.
They all lit up. AJ soon realized:
Milenkovic and Mary Grace are right.
A Saturday market is fundamental to the framework of a healthy, local food scene.
Last winter, they formally began working together. Both women joined a National Park City committee, led by UT's fabulous extension agent Haley Treadway, that provided as much non-funding support as possible.
The vision got clearer.
"This market would be an on-ramp for small farmers, backyard gardeners and school programs to sell their goods and knit themselves into the support and life-giving heart of this community. And a welcome place for established local businesses and farmers to share their expertise and feed the city," said Mary Grace.
But where? What location would work? Who has land available for Saturday morning access ... that's not going to charge us out of existence?
Enter: Krue Brock.
Krue, one of the finest men in the city, and the Chattanooga Football Club Foundation freely allowed the HiLo Market a place at the Montague Fields.
Krue, Mary Grace and AJ walked the fields, as Krue shared his vision for a true neighborhood market, with food by and for the people.
"Tastes of home, right here in Chattanooga," Mary Grace said.
Their vision became even firmer:
- A true farmers' market held on a Saturday morning in Highland Park.
- Some 18 farmers and vendors have signed on. They're not charging them vendor fees. (Thanks, Krue.)
- HiLo's got community partners — from LaPaz to Clinica Medicos — that will join, too. Volunteers will serve as translators between farmers and Hispanic Chattanoogans.
Then, Olga McLeod joined the team, bringing a sort of here's-how-the-world-works wisdom.
"You can't do this without like people like Olga," Mary Grace said.
The three began meeting every Saturday morning for hours.
Remember: so far, no one's getting paid.
And all the market funding is coming out of their own pockets.
Then, farmers and growers began responding: yes, we'd love to join this.
They have 18 so far, signed on for the April 25 opening.
Then, Highland Park began hearing about this. A volunteer kick-off event at White Duck Taco was perfect.
"We were met with smiles, lots of questions and 'we can't wait, this is so exciting!'," Mary Grace said.
"The neighborhood is ready to take this market on and make it their own."
Only one thing remains.
Us.
For the HiLo Market to succeed, it's going to take more funding, resources and attention from the city beyond Highland Park.
HiLo Market needs a business development person.
"Light the fires in businesses around our city to support this and create a truly sustainable model that serves our community alongside its farmers, makers, bakers and artisans," Mary Grace said.
It needs robust marketing, a website build, signs at Montague Park. (Two Saturdays ago, AJ used a whiteboard with green, pink and black Expo markers.)
Most of all, it needs funding.
Funding to support a small, mighty team with living wages.
Funding to make this something that lasts for years.
Funding that doesn't keep draining the bank accounts from these three women.
They've put in hundreds of hours, all un-paid, to create one of the most wholesome, effective and uplifting creations — a farmers' market — on God's green earth.
It is, indeed, a love-note to the city.
And love notes need replies, responses, something offered in return.
Who can step forward and offer funding support? Volunteer time? Solid backing from Chattanooga businesses and foundations?
Who will offer love in return?
"Because I love it, I'm happy to do it," AJ said. "It should frustrate me, but because I truly care about this, it doesn't.
"I love seeing people succeed. I love seeing people be happy. I love being able to provide a space for that."
The city's still got its plans for reimagined Montague Park. It will takes years and millions.
In the meantime, three scrappy women got to work and — in a story best remembered and toasted in our civic + agriculture history books — built a true Saturday farmers' market for a community.
"Providing food and resources in the now," said Mary Grace.
You can contact the HiLo team at market@hilochatt.com or follow their Instgram.
"Everyone's doing their best," said Mary Grace. "We do need help. We do need funding. We do need hands."
They need Chattanooga.
And Chattanooga needs this.
Story ideas, questions, feedback? Interested in partnering with us? Email: david@foodasaverb.com
This story is 100% human generated; no AI chatbot was used in the creation of this content.
Food as a verb thanks our story sponsor:
Food as a Verb Thanks our sustaining partner:
Food as a verb thanks our story sponsor:
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