Natasha Fountain does all things natural. “From my hair to my legs, everything is natural for me,” she says.
As a natural herbalist, Fountain says that she has struggled to find a space and place that caters to the health and wellness of Memphis.
“We have different vegan festivals scattered out here and there, and farmers markets, but there really isn’t a place that has it all in one place,” says Fountain. “Me being an active, holistic person, I want to provide more options to our city on a weekly basis.”
Fountain is used to finding natural solutions to her problems. During the beginning of the COVID-19 pandemic, Fountain discovered that by mixing her favorite Oolong tea with herbs, she could find a solution to her recent weight gain. This actually spearheaded her journey towards learning about herbalism, which birthed her tea company SovereignTea.
Fountain participates in the Agricenter’s Farmer’s Market every Wednesday and Saturday. However, she realized that there wasn’t really a market that catered to Black entrepreneurs and farmers. Fountain says that she had met many Black farmers around the city, but there seemed to be a lack of them at the market.
On Sunday, October 2, Fountain and other vendors will join together for the inaugural Memphis Urban Market, “a marketplace for health, wealth, and wellness … for us, and by us.” The market will run from 1 p.m.to 6 p.m. at the Agricenter on Sunday afternoons.
“The difference between the Memphis Urban Market and the main farmers market in Memphis is that it’ll be a place that has people that look like you, and teach you things about their products, and about their ‘why,’” says Fountain. “I feel like Black entrepreneurs don’t really have a voice, and with them having this marketplace, they will have a way to express themselves and sell their products and services.
“My ultimate goal is to change the city’s narrative,” she adds. “I want to provide a holistic and natural way to heal from the trauma of our city and our crime.”
According to Fountain, there are a limited amount of places for patrons to find “real, healing, holistic, health, and wellness,” in Memphis.
“People typically go to the Midtown area for things like this, but it’s all over the city of Memphis and no one knows that,” she says. “We have different restaurants and stuff like that, but nothing in particular that can really help us be healed. I wanted to make one sole place where we could all come together to build the camaraderie up.”
While the market promises many holistic wellness options, there is a financial literacy component as well. The TIAA Institute states that “financial literacy is low among many U.S. adults, including African Americans. On average, African American adults answered 38% of the “Personal Finance (P-Fin) Index” questions correctly.”
“With me targeting Black entrepreneurs, and Black people, in particular, I know that we are the least knowledgeable when it comes to financial literacy, business literacy, and home ownership as well. For me, I wanted to be able to help Black people as much as I can. I want to make sure I cover all the bases for our wellness.”