Marketing
How an East Tennessee Co-Op Embraces Its Cooperative Model
Three Rivers Market is an indie grocer in Knoxville, Tenn., that prides itself on strong ties with local producers and makers, providing affordable and healthy foods
At Three Rivers Market in Knoxville, Tenn., the concept of “farm to table” is more than a slogan—it’s an integral part of its cooperative identity. Founded in 1981 as a buying club, the store evolved into a co-op and has moved locations a few times. Today, it continues to focus on local sourcing, aiming to provide its community with affordable and healthy food options.
Progressive Grocer recently spoke with General Manager Fadi Aboush, who highlighted the co-op’s commitment to working with local farmers and producers. “Our emphasis is on collaborating with local farmers and businesses to foster self-sustainability within the community,” Aboush explained. The co-op partners with at least 10 local farmers, each specializing in different products, including produce, fresh meat, cheese, and artisanal health and wellness items.
Many of these local suppliers exclusively work with Three Rivers Market, though some also sell through other channels. The co-op actively supports new and startup suppliers to enhance community prosperity. “We provide opportunities for farmers to advance,” Aboush noted.
Three Rivers Market integrates its local partnerships into its marketing efforts, using signage and product labels to highlight local farmers. The store’s website also provides information about the farmers, their farms, and their products.
The growing consumer interest in organic and natural foods and sustainable agriculture has spurred an increase in the co-op’s membership. “We attract people from other states and have a lot of university students from the nearby University of Tennessee,” Aboush said.
Looking ahead, Three Rivers Market is working on a new initiative to support farmers with training, land, and microloans to help them grow their products. The co-op also collaborates with several educational and advocacy groups serving the Knoxville area and East Tennessee.
Open daily from 8 a.m. to 8 p.m., Three Rivers Market invites new members to join with an equity contribution of $250, with payment plans available. The store, located at 1100 N. Central Street in Knoxville, features a popular hot food bar, a full-service deli, and a range of fresh and everyday groceries.
Aboush, who has a background in hospitality and market management, joined Three Rivers Market two years ago. He previously worked with Earth Fare and Dollar General, bringing extensive experience to his role at the co-op.