Today we’d like to introduce you to Iris Casanova.
Hi Iris, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Florida Fresh Markets began humbly about 15 years ago with our very first market at Cleveland Clinic in Weston. At the time, Iris—who today leads the company—was simply a cupcake vendor with a dream. Someone from the clinic approached her with the idea of bringing a farmers’ market to their center, and that single invitation was the spark that started it all.
Fast forward to today, and Florida Fresh Markets has grown into a robust network of over 35 markets strong. We proudly partner with a wide range of properties, including premier shopping destinations like The Shops at Merrick Park, leading hospital systems such as Jackson Health, municipalities including the Village of Bal Harbour, and many others.
What makes this journey so meaningful isn’t just the growth—it’s the impact. We’ve helped empower hundreds of small businesses across South Florida, offering them a platform to flourish. Many of our vendors rely on this network of markets as their primary livelihood, and it’s incredibly fulfilling to see them thrive.
Equally rewarding is the joy these markets bring to the communities we serve. From the Keys to Palm Beach, our markets connect people, support local economies, and create vibrant, welcoming spaces for everyone to enjoy.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all—but it’s been incredibly rewarding. Like so many others, 2020 was a particularly tough year for us. COVID-19 hit our markets hard. Overnight, everything shut down, and it took a long time to rebuild. We had to pause operations, vendors lost their income, and the momentum we had built over the years came to a grinding halt.
But even during those uncertain months, we found ways to adapt. One of the most memorable examples was our drive-thru market at Pembroke Lakes Mall. With everything shut down, we came up with a creative solution that allowed food trucks to keep operating—and more importantly, to survive. We had a full system in place, complete with staff directing traffic, taking orders, and ensuring guests could safely enjoy a meal without leaving their cars. It gave people a chance to get out of the house, have some fun, and eat safely during a time when joy felt like it was in short supply.
Beyond the pandemic, one of the ongoing challenges we face is managing the unique dynamics of our business. We operate at the intersection of small business and big business. Our vendors are local entrepreneurs, many just getting started, and our property partners include major shopping centers, hospital systems, and municipalities. In many ways, we serve as the bridge between the two—making sure that everyone’s needs are met, expectations are aligned, and the market thrives for everyone involved. It’s a balancing act, but one we’ve learned to navigate with care, communication, and a lot of passion.
Thanks – so what else should our readers know about Florida Fresh Markets?
At Florida Fresh Markets, we specialize in creating thoughtfully curated, community-focused markets that are as beautiful as they are seamless. What sets us apart is our commitment to quality, consistency, and care—both in how our markets look and how they run.
We’re most known for the cohesive and aesthetically pleasing presentation of our markets. Every vendor is required to use a standard white 10×10 commercial-grade tent and a hunter green fitted tablecloth that reaches all the way to the ground, concealing any storage underneath. This creates a polished, uniform appearance that elevates the experience for guests and makes our events feel intentional and high-end.
But it’s not just about looks—we’re also known for how smoothly everything runs behind the scenes. Safety, organization, and logistics are at the core of every event we produce. Set-up and breakdown are handled entirely by our team, so our property partners never need to get involved. We’re a 100% turnkey operation, which means our partners can simply show up and enjoy the activation without any heavy lifting on their end.
Each market is carefully curated to fit the demographics and energy of the community it serves—whether it’s a luxury shopping center, a hospital campus, or a beachfront municipality. And our work doesn’t stop at weekly farmers’ markets. We’ve also produced large-scale catering activations for entire hospital systems during internal celebrations, and themed experiences like the Coral Gables Christmas Village, complete with Santa Claus, a snow machine, holiday vendors, and custom gabled tents.
Whether we’re producing a weekly amenity or a full-scale seasonal activation, we bring the same level of passion, precision, and purpose to everything we do. We’re proud of the brand we’ve built, the small businesses we’ve helped grow, and the joy we bring to communities across South Florida.
Can you tell us more about what you were like growing up?
Iris has always been a diligent and determined force. Her story starts with humble beginnings—she came to the U.S. from Cuba when she was just 2 years old. Even as a little girl, she carried a deep sense of responsibility and drive that would later define her approach to building Florida Fresh Markets.
She was always incredibly focused, especially when it came to academics, despite her parents not being very involved in her schooling. From a young age, she took charge of household dynamics, making sure things ran smoothly—something that clearly carried into her professional life. She’s someone who steps up, stays organized, and sees things through.
Iris also had a strong love for fashion and would save up for small luxuries like shoes or designer bags. That eye for detail and appreciation for presentation is something that now translates into the elevated, cohesive aesthetic of our markets.
Even as a kid, she was entrepreneurial—tutoring younger students and even sending home notes for their parents to sign, as if she were running her own mini classroom. She also taught piano as a teenager, always finding ways to lead, support others, and stay creative. That same passion, discipline, and hustle has shaped Florida Fresh Markets into what it is today.
Contact Info:
- Website: https://floridafreshmarkets.com
- Instagram: https://instagram.com/floridafreshmarkets
- Facebook: https://www.facebook.com/FloridaFreshMarkets/
