From Roadside Cantaloupes to Lake Norman's Favorite Weekend Destination: The Josh's Farmers Market Story
If you've lived in the Lake Norman area for more than five minutes, you've probably heard someone mention Josh's Farmers Market. And if you haven't been yet, you're seriously missing out on one of Mooresville's most beloved weekend traditions.
I recently sat down with Josh Graham, the owner and heart behind this incredible local business, for my podcast "We Are Lake Norman." What started as a casual conversation turned into one of the most inspiring entrepreneurship stories I've heard in years.
It All Started with 75-Cent Cantaloupes
Picture this: It's 1990, and 10-year-old Josh Graham is spending his summer at his great-grandparents' house in Mooresville (where Fidelity Bank sits now). His step-grandfather asks if he and his 7-year-old brother want to sell some cantaloupes. Armed with two antique wheelbarrows and the entrepreneurial spirit that would define his future, Josh started wheeling cantaloupes across the road and selling them for 75 cents each.
"We'd play baseball in the shade trees. We'd never had shoes on. Sometimes we didn't have shirts on," Josh laughs, remembering those early days.
Sound familiar to anyone else who grew up working summer jobs? There's something special about learning business from the ground up as a kid.
The Growth of a Mooresville Institution
What makes Josh's story so compelling isn't just the humble beginnings – it's how he's stayed true to those values while building something that draws crowds from across Iredell County every weekend.
By 2007, when the economy took a downturn, Josh's father encouraged him to go full-time with the farmers market. What started as a Friday-Saturday-Sunday operation quickly became a seven-day-a-week business that people plan their weekends around.
And here's what sets Josh's Farmers Market apart from other local markets: quality control. Josh doesn't just rent space to vendors – he sources about 90% of the products himself. That means when you're buying sweet corn or tomatoes, Josh has personally vetted the grower and the quality.
"Money comes second to quality," Josh told me. "We don't price shop, we quality shop."
The Great Farmers Market Migration (And Why Community Matters)
If you've been following Josh's Farmers Market over the past few years, you know it's been quite the journey. Six moves in five years – from the original family land to the Lowes YMCA, then to various temporary locations around Mooresville.
Remember that Facebook post when they had to move? I'm pretty sure it broke the internet in Iredell County. Over 2,000 comments of people rallying to support their favorite local business.
"Not any business can move six times in five years and have their clientele follow them like this bunch has done," Josh reflects. And he's absolutely right – that kind of loyalty doesn't happen by accident.
What's Next for Josh's Farmers Market
Here's the exciting news: Josh's Farmers Market is getting a permanent home! They're building a new 70x110 facility back at the Lowes YMCA, scheduled to open in April 2026.
The new location will feature:
14-foot garage doors for that open-air market feel
Hand-dipped ice cream from Homestead Creamery
On-site meat cutting for their grass-fed beef
Plans for a licensed kitchen down the road
Josh's vision is to create a true one-stop shop while maintaining that community atmosphere that makes Saturday mornings at the market feel like a neighborhood gathering.
Why This Matters for Lake Norman
Stories like Josh's remind us what makes our community special. In a world of big box stores and online shopping, there's something irreplaceable about knowing where your food comes from and having a relationship with the person who sources it.
Josh spends his days driving to the coast for fresh seafood, hauling milk from Virginia, and visiting local growers to hand-select the best produce. That's not just business – that's passion.
Supporting Local Business in Mooresville
As someone who helps local businesses tell their stories through digital marketing, I'm constantly amazed by the entrepreneurs in our area. Josh's story is a perfect example of how authenticity, quality, and genuine care for customers creates something that can't be replicated by corporate chains.
Whether you're a longtime customer or you've never been, I encourage you to check out Josh's Farmers Market. And when pumpkin season rolls around (Josh's favorite time of year), make it a family tradition.
Because at the end of the day, supporting local businesses like Josh's isn't just about buying groceries – it's about investing in the character and community that makes Lake Norman such a special place to call home.
Want to hear the full conversation with Josh? Check out the complete podcast episode on "We Are Lake Norman" where we dive deeper into his journey, the challenges of agricultural life, and what it really takes to build a business that becomes part of a community's identity.
Ryan Webber is a local business advocate and digital marketing consultant helping Lake Norman area businesses tell their stories. Learn more at webbermarketing.com.
