Farmers market and food hub · Jackson, MI
River & Rail Food Hub Website Case Study
A food hub that did not exist yet needed a website that made it real.
Grow Jackson spent years planning River & Rail: a daily, year-round grocery, farmers market, and gathering space on the site of Michigan's first state prison. The website had to raise support and explain the vision long before the doors opened, then switch to serving shoppers the day they did.
The challenge.
River & Rail launched in phases. Early on, the site needed to win over donors, partners, and the city. Later it needed to tell a Saturday shopper the hours and where to park. One site had to do both without a rebuild.
The organization behind it, Grow Jackson, has a story that goes back to community gardens in 2020. That story is the reason people trust the project, so it could not get buried.
What we built.
Mission up front
The homepage explains in one sentence what River & Rail is and why Jackson needs it, then backs it with the three things the hub does: fresh food access, economic stability for local farmers, and a community gathering place.
Hours, location, and directions
Once the market opened, store hours and a directions section moved to the top of the page so a first-time visitor is never guessing.
The Grow Jackson story
A dedicated section on the nonprofit's roots, from gardens to grocery, gives donors and press the background they ask for.
Newsletter and donate paths
Two clear calls to action, one for supporters and one for shoppers who want updates on market days and events.
Ongoing content
Mevo continues to write site copy, promotional pieces, and client spotlight content as the hub grows.
Photography and video
Mevo photographed and filmed the market, the vendors, and the building as it came to life, so the site could show real progress instead of renderings.
The result.
River & Rail opened to the public with a website already doing the work: explaining the mission, listing hours, and bringing people to the market. The partnership continues as the hub adds kitchens, programs, and events.
“We absolutely love getting to work with Maury. He creatively helps bring our vision to life, shows up with incredible customer service, and proactively helps us use the website to expand our reach and deepen our relationships. A website is an investment and Maury knows that. He makes certain our investment is well worth it and his work is getting rave reviews from all of our stakeholders and partners.”
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