57 BRAND STORY “Our goal is to provide local, sustainable, accessible food for the community,” Elkan continues. “We think the market will draw out-of-state visitors but our number one demographic is really the people of Portland and Oregon. We plan to work with vendors to accept SNAP, like the majority of public markets in the country, making food accessible across all economic backgrounds.” Oregon Community Foundation (OCF) recognized the potential of the James Beard Public Market to fuel economic vitality and build community when it awarded it a $75,000 capacity building grant earlier this year. Separate from the market’s capital campaign for the property itself, this flexible funding from the foundation strengthened the nonprofit’s operations, according to Jocelyn Beh, Program Officer for Housing and Economic Vitality at OCF. “The James Beard Market is a celebration of Oregon—its people, its food and its spirit of innovation,” Beh says. “This project supports small business owners, strengthens local supply chains and brings new energy to the heart of downtown Portland. But it’s more than a market. It’s a connector—linking communities, honoring traditions and creating opportunities.” The vision for this project relies on delivering both a fulfilling social experience and a practical option for daily grocery shopping, i.e. a balanced variety of products at reasonable price points. To this end, the James Beard Public Market will establish individualized, below-market rental rates that acknowledge the margins of each vendor. “An estimated 75 percent of these vendors identify as women, BIPOC or immigrants,” Elkan adds. “Historically, 60 percent of vendors in similar markets have gone on to open their own brick-and-mortar stores. This is creating a pipeline for wealth generation for historically underserved communities who don’t have access to traditional capital.” The market will showcase Oregon’s bounty—its produce, chocolates, cheeses, meats, pasta, seafood, pastries, wines and more— everything from affordable daily staples to fine goods. Open seven days a week, it will give Portlanders a place to grocery shop, gift shop or take a work lunch. The market’s permanent location sits at the corner of SW 6th and Alder, one block from Pioneer Courthouse Square, the most highly foot trafficked area of downtown Portland and easily reachable by public transit. It occupies two historic buildings left empty when Rite Aid and Payless shuttered. By owning its own space, the project has the possibility of self-sufficiency, thanks to earnings from vendor rentals and event leasing. As news of the market’s impending opening spread, the number of adjacent leases has increased in anticipation—a promising first step in tangible economic revitalization. Prosper Portland, the city of Portland’s economic and urban development agency, has invested $2.6 million in the James Beard Public Market, while providing critical technical support, administrative guidance and advocacy—ultimately helping keep the project on track. A partnership with nonprofit Micro Enterprise Services of Oregon (MESO) has funneled valuable support and resources to vendors, boosting their odds of success. The market’s $25 million capital campaign, Meet Us at the Market, is now $6.5 million away from its goal thanks to support from the public sector, the state of Oregon (with bipartisan support), the city of Portland and private donors. For those involved with the project, the market’s opening day will be a testament to Oregon’s self-belief and its bright vision for Portland. “Now is the ideal time for this. We are all acutely aware of the challenges facing downtown Portland,” Elkan concludes. “This project is symbolic in that it shows we can think differently about our commercial spaces and do big visionary things. This is a win for Portland, and Portland needs a win.” Visit jamesbeardpublicmarket.com to get involved with Meet us at the Market and help deliver that win to Portland. James Beard Public Market is a service mark of The James Beard Foundation and is used under license. The site occupies two historic buildings left empty when Rite Aid and Payless shuttered. About Oregon Community Foundation Since 1973, Oregon Community Foundation has worked to improve the lives of all Oregonians through the power of philanthropy. In 2024, OCF distributed more than $211 million in grants and scholarships in every county in Oregon in partnership with donors and volunteers. Individuals, families, businesses and organizations can work with OCF to create charitable funds to support causes important to them. To learn more, visit OregonCF.org. “An estimated 75 percent of these vendors identify as women, BIPOC or immigrants. Historically, 60 percent of vendors in similar markets have gone on to open their own brickand-mortar stores. This is creating a pipeline for wealth generation for historically underserved communities who don’t have access to traditional capital.” JESSICA ELKAN, EXECUTIVE DIRECTOR, JAMES BEARD PUBLIC MARKET
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