Since 2010, residents of Foley, Alabama have seen their Gulf Coast community weather the largest marine oil spill in history, the COVID-19 pandemic and a destructive hurricane. But Foley is resilient—it was the country’s seventh fastest-growing city of 20,000 or more in 2024, according to the U.S. Census Bureau.
A city-owned farmers market that opened in the oil spill’s aftermath has become a community cornerstone. Over the past 12 years, the Coastal Alabama Farmers and Fishermens Market has supported local entrepreneurs, expanded access to fresh seafood and produce, and connected the growing city to its roots.
“The farmers market creates that sense of place, a community gathering spot, and it supports our history of what we were before we became a tourist destination,” said Foley Mayor Ralph Hellmich.
Seeds of opportunity
Agriculture, fishing and beach tourism have long powered the economy in Foley and the surrounding Baldwin County. But it hasn’t always been easy for small independent farmers and fishermen to market their food and connect with customers.
Foley leaders got the idea for a market that could bring the community together around fresh, healthy food while supporting farmers and fishermen affected by the devastating 2010 oil spill.
The city had land—a former pecan orchard—but needed help funding development. J.P. Morgan invested $2.6 million through the New Markets Tax Credit program to help bring the market to life. It opened in 2013 with 30 vendor stalls and two retail stores.
That created opportunities for entrepreneurs like Kevin Johnson, owner of Knievil Farms in Baldwin County. Johnson’s path to farming began with a backyard garden he started while working in restaurants. He quickly outgrew his backyard, leased farmland and began selling his produce—everything from corn and cauliflower to broccolini and bok choy.
When the COVID-19 pandemic shut down restaurants in 2020, Johnson’s success at the market gave him the confidence to go all in on farming. He’s working to buy his own land and expand his operations.
“My customers kept coming back for more. It just got better and better every time. I knew I was on to something, and I knew I was going to be able to make something of farming,” Johnson said.
A hub for a growing community
Over the past 11 years, the market has grown with Foley. It has a rotating roster of 400 vendors, space for community festivals and a restaurant next door. The city plans to add a 2,500-square-foot commercial kitchen with storage to help the market support more temperature-regulated food entrepreneurs.
“People have started with their ideas here and gone on to create a restaurant or a food vendor business somewhere else. It's almost an incubator for our farmers and our fishermen and our local businesses,” Hellmich said.
The market is also at the center of new development, including a nearby sports complex and housing for tourism industry workers. More is in the works, including a new civic center, aquatic center, senior center and infrastructure improvements to support Foley’s expansion.
“Our city is growing, and we’re adding to the quality of life,” Hellmich said.
Investing in the Gulf Coast
As Foley has grown, so has JPMorganChase’s investment in the region, with plans to hire 170 bankers at 24 new Chase branches expected to serve Alabama by 2030. Two are planned to open next year, one each in Foley and Daphne, Alabama, a nearby city in Baldwin County.
“As we expand our presence, we’ll be able to help more people, lift up more small businesses and make a difference all across our beautiful state,” said Jennifer DiSalvo, head of Chase branches in Alabama. Learn more about our expansion or apply for a job at jpmorganchase.com/alabama.
JPMorgan Chase Bank, N.A. Member FDIC. Visit jpmorgan.com/commercial-banking/legal-disclaimer for disclosures and disclaimers related to this content.
