In Atlanta, where food deserts and waste often coexist, one organization is rewriting the narrative. Goodr, founded by community servant and visionary Jasmine Crowe-Houston, is transforming the grocery experience to provide fresh food, without the stress of the price tag.
From Viral Pop-Up to Scalable Solution
In a video feature by Lucie Content, Crowe reflects on how one of her early pop-up restaurants unexpectedly went viral on social media, drawing attention and momentum to her work. That grassroots success revealed a much larger issue: massive amounts of surplus food existing alongside communities struggling to access fresh, affordable meals.
Determined to close that gap, Crowe founded Goodr, a company built on the idea of being a true “do-gooder” for the community, delivering not only meals but dignity, choice, and high-quality food to those who need it most.
Unlike traditional food banks or pantries, Goodr focuses on creating a shopping experience that feels inclusive and empowering. Families don’t receive pre-packed boxes; they select the items they want, from fresh produce to pantry staples, just like any other shopper.
Building Community Through Partnerships
Goodr’s success comes from collaboration. The Edgewood Avenue community market, for example, was made possible by partnerships with Invest Atlanta, who owns the space.
The goal was clear: create a market that removes stigma and prioritizes experience, where someone shopping with credits is indistinguishable from someone paying cash.
Capturing the Story: Lucie Content Behind the Scenes
To showcase Goodr’s mission and highlight the Edgewood market’s impact, Lucie Content built a mobile production studio inside the store itself. Our team set up two cameras, professional lighting, and brought a dedicated crew consisting of a producer, videographer, and production assistant, to capture the story of Goodr on the ground.
Filming on-site provided the authentic energy of the market, reinforcing the idea that food access can be inviting, empowering, and community-driven.
As Crowe puts it, “People leave feeling a little bit empowered and grateful, that they were able to buy something that’s going to feed their family, that’s fresh, that’s affordable, and that’s actually good.”
