Jackson, Tennessee is a city of disparities, like many metropolitan areas. When leaders from local businesses, schools, Public Health, and Parks and Recreation looked at the physical environment of Jackson, they were eager to make changes in blighted parts of the city.

So they hit the streets, walking neighborhoods in the blighted parts of the city. They mapped grocery stores, compared prices for fruits and vegetables, and found access to healthy food lacking in this area. What they realized was that the city-run farmers’ market was a magnet for middle to higher income families, but was not being used by lower-income residents of the immediate neighborhood. It was, essentially, in the middle of a food desert. Ideas converged, and a proposal was developed to use that market as a launching point for more inclusive health initiatives in the city. 

This collaborative viewed the farmers’ market as not just another source for people to buy fruits and fish, but as an opportunity to expand knowledge and enthusiasm for changes to the environment that can have lasting impacts on health. Cow milking, canning, food preparation and other cooking classes are now offered with the help of a financial commitment from the Mayor’s office.

But a market isn’t an everyday solution to healthy eating. Consequently, the corporate office of nearby convenience stores was approached with an idea to offer fruit at the registers. Low cost food was procured from local farmers and the beer got crowded by bananas. A representative from the Chamber of Commerce said, “If a business can see a financial benefit, they will come on board.”

One of the most surprising and effective partners in this collaborative was the local Chamber of Commerce. This business group noticed that a nearby city was winning bids for businesses to locate in their area. One theory was that the nearby city had better infrastructure – more trails and walkable places – as well as better health statistics. The healthier city offered lower health insurance rates to businesses, increasing the competitiveness of that city.

The Chamber then got to work. They canvassed luncheons talking about the poor health statistics in Jackson. They used every opportunity to talk up the link between economic development and health. And they promoted the farmers’ market. Consequently, the market has become a social and economic hub for the community. Attendance is up 300% at the Saturday market, with people parking blocks away and lingering at outdoor coffee stands while their children play and sample local produce. A new fitness center is in the works across from the market.

This unique and vibrant partnership between public agencies, the Mayor’s office, business leaders, farmers and food vendors has created a hub for healthy choices in downtown Jackson, a strategy that creates the potential for lasting change.