The Montavilla Farmers’ Market began in 2007, but this is not Montavilla’s first such market. The earliest one opened in a nearby location on July 7, 1914. Back then—whether large or small—such markets were called public markets. But the economics were similar: farmers sold directly to their customers rather than to a middleman. That meant better profits for farmers and better prices for customers.
In the early 20th century, a well-known example of a large public market was Seattle’s Pike Place Market. So popular was this market that on opening day, August 17, 1907, produce was sold out by lunchtime. Within three months, this Seattle market had its own building.
Portland didn’t get on the public market bandwagon until 1912. At that time, there was a big push to establish a large public market in the City. Had it passed, the bond measure on the 1912 ballot would have financed a large building. It lost by a mere 493 votes.
Portland’s Times newspaper advocated the establishment of public markets—from large to small—in various parts of the city as a way to cut the profits of the middlemen. They called for large markets on the east side and west side of the Willamette. They also advocated for neighborhood markets in Montavilla, as well as Albina, St. Johns, Sellwood, Kenton, Arleta, and Woodstock.
Although the 1912 ballot measure failed, local interest in public markets persisted, and in 1914, another push to establish public markets in Portland emerged. At this time, there is evidence that Montavilla’s interest in a public market was rising. Two Montavilla businessmen—A. N. Searle of the Montavilla Board of Trade and Dr. C. B. Zeebuyth of the Montavilla Civic League—served on the Progressive Business Men’s Club committee assigned to study the public market issue.
In Montavilla, public market advocates were pushing for a Montavilla public market in 1914. The Montavilla Civic League said it favored opening parts of the neighborhood’s suburban streets for farmers to market their goods. The League invited Josephine R. Sharp, a well-known advocate for neighborhood public markets, to speak at their April meeting. At this time, Mrs. Sharp was helping to establish a public market in the Alberta neighborhood. Meanwhile, Montavilla activist Sarah H. Wilder was advising the Montavilla Parent Teachers’ Association to organize a public market similar to the one about to open in Alberta.
Montavilla public market enthusiasts were probably encouraged by the success of the new Yamhill Street market, which opened in downtown Portland on May 16, 1914. The huge market had 300 feet of booths lining the street. On opening day, thousands gathered to watch the opening-day parade and then headed for the stalls. The farmers’ offerings were sold out in less than an hour and a half, according to the May 17 Oregonian.
In June, 1914, two Montavilla School students sold their own produce in the children’s section of the Yamhill Street market.
Montavilla public market advocates may also have been encouraged by the success of the Albina neighborhood market on Knott Street. On the second day of this market, 10 to 15 wagons filled with farm products arrived and quickly sold out, according to the Oregonian of May 3, 1914.
You might wonder why the Montavilla PTA—rather than a community activist group—spearheaded a Montavilla public market project. No information came to light about this. Perhaps the Montavilla School garden was a factor. Produce from this garden could—and would—supplement what local farmers and neighborhood gardeners provided. Produce from all three sources were on sale in the actual Montavilla market, according to newspaper accounts.
The Montavilla market was scheduled to premiere on Tuesday, July 7, at the corner of Stark and 81st. But when the PTA farmers’ market committee members arrived to set up the six display booths built by Montavilla students, they had vanished. They began to search and finally found them in a nearby alley. They had them assembled by the time the first customers arrived at 6 p.m. Opening day was a success. When the market ended at 10 am, all the produce—including the school’s bumper popcorn crop—had sold.
The Montavilla market continued throughout the summer on Tuesdays and Saturdays. In its August 3, 1914 edition, the Oregonian declared the Montavilla market a success.
On June 22, 1915, the Montavilla PTA held a mass meeting to consider whether the market should continue. The answer was “yes.” This time, a market association with a board of officers was formed. The market would again be held on Tuesdays and Saturdays, but it would open half an hour later, at 6:30 p.m.
The 1915 Montavilla market opened on June 29 in a slightly different location: 79th Street on the north side of Stark. Now there were ten booths instead of six. And there was a big sign on Stark to call attention to the market. As before, the market offered produce grown by school children and teachers, private gardeners, and farmers. The Oregon Journal of June 30, 1915, listed the farmers’ offerings: peas, carrots, beets, turnips, new potatoes, and cherries.
Was this the last Montavilla public market? It is not clear, but I found no further press coverage. The Alberta market celebrated its third anniversary in 1917, but then, it too, faded from the press.
Whether or not the Montavilla market continued, the Montavilla School garden did. And it was greatly enlarged and produced food to support the war effort. But that’s another story…
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Title image digitally restored
This is part of Montavilla History Questions Answered, a series of history related articles. If you have questions about Montavilla’s past that you’d like answered, local historian Patricia Sanders will investigate your question. Please email your questions to history@montavilla.net and we may feature it alongside Patricia Sanders’ research in a future.