You’ve heard the hype. If you live anywhere near Richmond, Virginia, someone has probably dragged you out of bed on a Saturday morning with the promise of a hand-pressed cider or a donut that’s still warm enough to burn your tongue. We’re talking about the South of the James Farmers Market. It’s an institution. But honestly? It’s also changed a ton over the last few years, moving from its iconic Forest Hill Park roots to the sprawling pavement of Bryan Park and back into the rhythmic heartbeat of the city’s weekend culture.
Some people call it "SOJ." Others just call it "the market." Whatever your label, it’s basically the town square of RVA. It’s where you see your former coworkers, your dog’s vet, and that one guy who always wears a tie-dye shirt regardless of the temperature. It’s a sensory overload. You’ve got the smell of wood-fired pizza competing with the earthy scent of muddy root vegetables.
But here’s the thing. A lot of people think it’s just a place to get overpriced kale. They’re wrong. The South of the James Farmers Market is a massive economic engine for Virginia’s small-scale agriculture. It’s a testing ground for chefs who eventually open the restaurants you can’t get a reservation at on a Friday night. It’s complicated, messy, and sometimes a little too crowded, but it is undeniably Richmond.
The Great Migration: From Forest Hill to Bryan Park and the "New" South of the James
For over a decade, the market was synonymous with Forest Hill Park. It was idyllic. You had the trees, the hills, and that weirdly charming struggle of trying to balance a flat of strawberries while walking up a steep, grassy incline. Then 2020 happened. Like everything else, the market had to pivot. The move to Bryan Park was supposed to be temporary—a way to manage crowds and social distancing.
Fast forward to 2026, and the landscape of the South of the James Farmers Market is more diverse than ever. While some purists still mourn the "park vibes" of the old days, the shift allowed the market to scale. You don’t have to fight for a square inch of grass anymore. The layout at Bryan Park (where it largely operates now under the GrowRVA umbrella) is more of a circuit. It’s tactical. You go in with a plan.
Is it still "South of the James" if it’s technically on the north side of the river? That’s the question that keeps local Redditors up at night. The name stayed because the brand is too strong to kill. It represents a specific standard of vending. To get a spot here, you aren't just some hobbyist. These are pros.
What You’re Actually Buying (And Who You’re Helping)
Let's talk about the vendors. This isn't just about food. It's about the fact that when you buy a $7 loaf of sourdough from Billy Bread or Sub Rosa, you're participating in a hyper-local supply chain. Most of these grains are sourced from the region. The money doesn't disappear into a corporate headquarters in Cincinnati.
Take Agriberry Farm, for example. They are staples at the South of the James Farmers Market. When you buy their raspberries in July, you’re supporting a family operation based in Mechanicsville that manages a massive seasonal workforce. Or look at the meat vendors like Polyface Farm (yes, the Joel Salatin outfit) or Cavalier Farm. This is pasture-raised, high-intervention farming that actually heals the soil.
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You’ll also find:
- Microgreens that look like they belong in a laboratory but taste like a concentrated garden.
- Handmade soaps that actually make your bathroom smell like a cedar forest instead of a chemical plant.
- Mushroom foragers who can tell you exactly which damp log your dinner came from.
- Artisans making leather goods that will probably outlive you.
The variety is honestly staggering. You can get your knives sharpened while you wait for a breakfast taco. It’s that kind of place.
The Mrs. Yoder’s Factor
We have to talk about the donuts. If you haven't stood in the Mrs. Yoder’s Kitchen line, have you even been to Richmond? These are sourdough donuts, fried in front of you, and dipped in a glaze that defies the laws of physics. People wait forty-five minutes for these. It’s a ritual.
Is any donut worth forty-five minutes of your life? Probably not in a vacuum. But the South of the James Farmers Market experience is about the wait. It’s about the conversation you have with the person behind you. It’s about the steam rising off the fryer in the cold October air. It’s a vibe.
The Economic Impact Nobody Talks About
We tend to look at farmers markets as a "lifestyle" perk. It’s a nice thing to do on a Saturday. But for the City of Richmond and the surrounding counties, the South of the James Farmers Market is a critical incubator.
Many of the most successful small businesses in the city started with a single 10x10 tent. It’s a low-overhead way to test a product. If the crowd at SOJ likes your hot sauce, you might have a shot at a retail contract. If they hate it? You only lost the cost of a few peppers and a booth fee.
The market also bridges the "food desert" gap. Through programs like Virginia Fresh Match, the market often doubles the value of SNAP benefits. This means a family can walk into this "high-end" space and get twice as much fresh, organic produce as they could at a grocery store. It’s an essential piece of food equity that gets buried under the "expensive kale" stereotype.
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Surviving the Crowd: A Veteran's Strategy
Look, if you show up at 10:30 AM, you’re going to have a bad time. You’ll be circling for parking like a vulture, and the best greens will already be wilted or sold out.
If you want the real South of the James Farmers Market experience, you get there early. 8:00 AM. 7:30 AM if you’re hardcore. The air is crisper then. The vendors aren't exhausted yet. You can actually talk to the farmer who grew your tomatoes. You can ask them about the blight they fought off in June or why the corn is extra sweet this year.
Bring a wagon. Not a stroller—a wagon. You think you’re just getting eggs and a coffee, but then you see the heirloom pumpkins and the three-gallon jug of cider. You’ll regret not having wheels.
Also, bring cash. Yes, most people take Venmo or cards now via Square, but the cell signal at Bryan Park can be spotty when 5,000 people are all trying to upload Instagram stories at the same time. Cash is king. It’s faster. The farmers love it.
The Logistics of Location
Currently, the market primarily operates at Bryan Park (4308 Hermitage Rd). It’s easy to get to off I-95, which is a blessing and a curse. It draws people from Short Pump, Chesterfield, and even as far as Fredericksburg.
There are occasional seasonal shifts or "holiday markets" that might pop up back in the Southside or at different satellite locations. You have to follow GrowRVA on social media to keep up. They are the ones pulling the strings, managing the permits, and making sure the trash gets picked up. It’s a thankless job that keeps the machine running.
Realities and Nuance: It’s Not All Sunshine
Let’s be real for a second. The South of the James Farmers Market has faced criticism. As Richmond gentrifies, the market can feel like a bubble. There’s a tension between the "old" Richmond and the "new" Richmond.
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Parking is a perennial nightmare. The move to Bryan Park helped, but the sheer volume of cars is a lot for the neighborhood to handle. There’s also the price point. Let’s not pretend that $9 for a dozen eggs is accessible for everyone. While the SNAP matching helps, the market still largely caters to a middle-to-upper-class demographic.
Acknowledging this doesn’t make the market bad; it just makes it real. It’s a microcosm of the city’s broader struggles with growth and inclusivity.
Why You Should Still Go
Despite the crowds and the "Is it South of the James if it's North of the James?" identity crisis, this market is the soul of the city. It’s where you see the seasons change. In the spring, it’s all strawberries and asparagus. By late summer, it’s a riot of tomatoes and peppers. In the fall, the smell of woodsmoke and apples takes over.
You go because you want to feel connected to the land in a city that is increasingly covered in asphalt and luxury apartments. You go because the grocery store tomatoes taste like cardboard, and the ones at the South of the James Farmers Market taste like sunshine and dirt.
Actionable Steps for Your Next Visit
- Check the Weather: If it’s raining, go anyway. The crowds will be thin, and the vendors will be extra grateful. They still have to pay their bills even if it pours.
- The "Two-Bag" Rule: Bring one insulated bag for meats/cheeses and one heavy-duty canvas bag for everything else.
- Eat a Real Breakfast: Don't just survive on samples. Buy a full meal from one of the prepared food vendors—like the tacos or the crepes—and sit on a bench. Watch the dogs. It’s the best people-watching in the state.
- Ask Questions: Don’t be shy. Ask the vendor, "How do I cook this weird-looking squash?" They usually have a recipe off the top of their head.
- Rotate Your Routine: Don't just go to the same three booths. Every month, try one vendor you've never spoken to. You might find your new favorite honey or a goat cheese that changes your life.
The South of the James Farmers Market isn't just a place to shop. It’s a weekly reminder that we live in a place that produces incredible things. It’s a celebration of the grind—the farmers who get up at 3:00 AM to drive their trucks into the city so you can have a fresh peach. Respect that effort. Show up, buy something local, and enjoy the chaos. It’s exactly what Richmond is supposed to be.
Next Steps for the RVA Explorer:
- Visit the GrowRVA website to check the current Saturday hours, as they shift slightly between the Summer and Winter seasons.
- Follow the individual farmers on Instagram; many of them post "harvest lists" on Friday nights so you can plan your shopping list before you even leave the house.
- Look into the CSA (Community Supported Agriculture) options offered by vendors at the market if you want to support them year-round without the Saturday morning lines.