First East End Fresh Stop Market Will Be Held at The J

A group of community members, motivated by the belief that fresh food is a basic human right and that people of all faiths and resource levels must have access to it, are coming together to form Louisville’s 10th Fresh Stop Market and bring locally sourced, farm-fresh produce to members of the Hikes Point area and beyond.
The Gendler Grapevine Fresh Stop Market @ The J will be a biweekly event (tentatively planned to occur from 4:30-6:30 p.m., every other Wednesday) that will offer multiple varieties of seasonal certified-organic produce, cooking demonstrations, along with information about how to cook and store the produce. The Market is partially funded by a grant from the Gendler Grapevine Project to New Roots, in partnership with The J’s new JOFEE Fellow, Michael Fraade. (JOFEE, Jewish Outdoor, Food and Environmental Education, is a program of Hazon.)
“The Gendler Grapevine Project funds lasting, replicable, and inspiring initiatives that celebrate the deep connections between Jewish traditions, social justice and the environment,” said Emily Loeb, executive director of the Gendler Grapevine Project. New Roots Gendler Grapevine Fresh Stop Market @ The J perfectly translates our goals into practical application.
“Given the success of New Roots’ 2015 project with Congregation Adath Jeshurun and Pleasant View Baptist Church, we are excited for this next, ambitious project and are thrilled that it is expanding to work with the greater Jewish Louisville community,” she added.
Louisville Fresh Stop Markets originated in 2009 in response to the high cost of local produce at farmers’ markets. The model uses cooperative economics to make the food affordable. During the past seven years, the Markets have spread statewide, with nine Louisville Markets, two in Lexington, and one in Brandenburg.
The Gendler Grapevine Market will be the first Market to be organized in the east end of Louisville. Fresh Stop Markets demonstrate how communities that pull together, plan together and buy together can break down barriers to accessing local, farm-fresh food.
Fresh Stop Markets allow families to pay in on a sliding scale, a week to three days in advance of the Market – $6 for families on WIC, $12 for families with limited resources, $25 for all others. This allows communities to purchase wholesale quantities of 10 varieties of seasonal produce from a network of 50 Kentuckiana farmers. On market day, each family receives the same “share” of affordable, delicious produce, regardless of what they paid. People in the community describe Fresh Stop Markets as welcoming and happy – like a family reunion where all five senses are engaged and there is lots of laughter, food and fun.
“I am thrilled to have a Fresh Stop Market at The J. It takes a village to make it happen, so I hope a lot of people will get involved as volunteers and shareholders” said Rabbi Robert Slosberg from Congregation Adath Jeshurun. “Volunteering at the Parkland Fresh Stop Market is one of the highlights of my week. The produce and vegetables are amazing and the effect on the community is huge.”
Those interested in helping make the Gendler Grapevine Fresh Stop Market a success by joining the Fresh Stop Market organizing team can attend the info session on Sunday, July 31, at 5 p.m. at The J’s outdoor pavilion (behind the parking lot), or contact Karyn Moskowitz,, or Michael Fraade, They are still in need of volunteer leaders to help with communications and outreach to the community, communicating with farmers and placing produce orders, helping recruit chefs for cooking demonstrations and site set up leaders.
“I look forward to more of the Jewish community taking up the food justice banner. Participating in and volunteering at the Parkland Neighborhood Fresh Stop Market since its inception has been one of the most rewarding experiences of my adult life,” said Cybil Flora, a Parkland Fresh Stop leader.
“Helping others be able to buy fresh healthy produce and being able to help local farmers earn a living is benefit enough for participating. Fresh Markets have additional benefits: you get to meet other people you would never otherwise meet, you get to share your faith with other people of faith, and you bring fresh locally grown produce into your own home,” she added.

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