The Market at MidCity commenced its seventh season on Sunday, March 16, 2025, despite challenging weather conditions marked by mud and wind. The resilience of both vendors and patrons was evident, as a substantial turnout underscored the community’s commitment to supporting local enterprises. This weekly event, running from noon to 4 p.m. every Sunday until November 9, offers a platform for nearly 60 vendors to showcase products cultivated or crafted within 150 miles of the MidCity District.

The Market at MidCity serves as a conduit between regional farmers, artisans, and the Huntsville community, fostering economic growth and sustainability. While specific data on the market’s direct economic impact is limited, the broader context of Huntsville’s burgeoning economy provides insight. In 2023, Madison County attracted nearly 4 million visitors, generating approximately $2.4 billion in economic impact and supporting over 23,000 jobs. This thriving environment benefits local markets like MidCity by attracting both residents and tourists seeking unique, locally sourced products.

The market’s success is also intertwined with Huntsville’s robust retail sector. At the end of 2024, Huntsville’s retail vacancy rate stood at a mere 3.0%, outperforming the national average of 5.4%. This low vacancy rate reflects a strong demand for retail spaces, indicating a healthy economic climate that supports ventures like The Market at MidCity.

A closer look at three notable vendors—Reeds Farmer’s Market, Rena’s Homemade Butter Rolls, and FredBread—illustrates the market’s role in sustaining local businesses.

Reeds Farmer’s Market

Established 31 years ago by Wayne and Mary Reed, Reeds Farmer’s Market epitomizes dedication to agriculture. Wayne, a former machinist, pursued his passion for farming after retirement, drawing inspiration from his upbringing on a Meridianville cotton farm.

Wayne and Mary are both 82, making them two of the oldest active farmers in Alabama. Today, the couple operates a diversified farm where Wayne cultivates vegetable plants and Mary tends to flowers. Their daughter, Julie Parker, actively participates by managing stands at various markets, including The Market at MidCity since its inception in 2019.

Julie noted that while the initial two years were slow, the market has experienced increased patronage annually, reflecting its growing popularity. The Reeds’ commitment extends beyond produce; they also offer homemade salsa and Amish-crafted goods from Tennessee, enriching the market’s diversity.

Rena’s Homemade Butter Rolls

Barbara Jones, granddaughter of Grandmother Rena, continues a cherished family tradition through Rena’s Homemade Butter Rolls. Inspired by her grandmother’s baking legacy in Wilmington, North Carolina, Barbara recreated the unique butter roll recipe that once delighted circus performers from Barnum and Bailey.

Relocating to Huntsville in 2016, Barbara now owns a new, permanent bake shop in Meridianville. Barabara provides full-time assistive care for her husband who recently suffered a debilitating stroke. This led to her participating at the Market at MidCity, as it is the only day a nurse is available for him. Despite these personal challenges, Barbara’s unwavering dedication ensures that market-goers can savor the nostalgic flavors of her family’s heritage.

FredBread

Jeff Holloway, affectionately known as Fred, introduced FredBread to The Market at MidCity for the first time this season. Since 2006, Fred has been handcrafting loaves, supplying local businesses and participating in downtown markets. His debut at MidCity was met with enthusiasm, as he sold out midway through the event, signaling a warm reception from the community. Fred’s commitment to quality and his integration into local markets exemplify the entrepreneurial spirit that The Market at MidCity seeks to nurture.

The Market at MidCity not only provides a venue for vendors to sell their goods but also fosters a sense of community and supports the local economy. By connecting consumers directly with producers, the market encourages sustainable practices and strengthens the bond between urban and rural communities.

The Market at MidCity stands as a testament to the enduring value of local enterprise in a rapidly evolving economic landscape. It exemplifies the symbiotic relationship between local businesses and community support. Vendors like Reeds Farmer’s Market, Rena’s Homemade Butter Rolls, and FredBread not only contribute to the market’s rich tapestry but also benefit from Huntsville’s thriving economic environment. As the market progresses through its seventh season, it continues to embody the resilience and entrepreneurial spirit that define Huntsville’s business community.