The Jacksonville Transportation Authority (JTA) took a giant leap forward in its quest to empower the community to live healthier, longer and stronger lives. On July 6, the JTA and the I’m A Star Foundation launched the Rosa Parks Produce Market. The market offers fresh fruits and vegetables to customers who may reside in an area considered a "food desert," which means the person has to travel more than a mile from home for groceries.
The market, in the midst of JTA’s busiest bus station, operates every Friday so customers may stock up on healthy, fresh and local produce from Florida farmers for the weekend. More than 11,000 customers move through the transit station on weekdays, so there is a real opportunity to make a difference and help someone create a healthy meal for their family.
The market features fresh grapes, peaches, bell peppers, tomatoes, leafy greens and more. Fruits and vegetables are displayed on tables under the bus terminal, which provides cover during inclement weather and the dog days of summer. Cash, credit cards and EBT cards are accepted.
The market also teaches the next generation about running a business. I’m A Star Foundation students, ages 11 to 18 years old, serve as executive officers, sales managers and customer service representatives. They are learning the skills necessary to run their own business in the future. Proceeds from the market sales fund a scholarship for high school graduates and provide a small stipend for clothing and school supplies.
JTA Chief Executive Officer Nathaniel P. Ford Sr. is optimistic that a program like this might encourage people who might not utilize the JTA system to actually take a bus to Rosa Parks in order to access fresh fruits and vegetables.
JTA successfully partnered with local news media to promote the Rosa Parks Produce Market. They also implemented a social media campaign to spread the word. The marketing plan is working. Sales have been so brisk that each week the students have had to replenish the produce three times to keep up with demand. And in the three weeks since it opened, the market has served approximately 550 customers.
“Passengers have been enthusiastic, supportive and exuberant,” said Betty Seabrook Burney, executive director of I’m A Star Foundation. “Many passengers have stated that the Rosa Parks Produce Market is convenient and fills a major void because stores in their communities do not sell fruits or vegetables.”
The Jacksonville Transportation Authority is an independent state agency governed by a seven-member board of directors. JTA operates Jacksonville’s public bus service, ferry service downtown automated Skyway and paratransit service. The Authority also plans, designs and builds roads and bridges. JTA’s mission is to improve Northeast Florida’s economy, environment and quality of life by providing safe, reliable, and efficient multimodal transportation services and facilities. For more information, visit www.jtafla.com.
Leigh Ann Rassler is the public relations manager, External Affairs Division, at the Jacksonville Transportation Authority.
