Joann Martinez
Joann Martinez is a dedicated entrepreneur and community leader based in Waco, Texas, best known as the owner of Martinez Farms Organically and as the founder of the China Spring Farmers and Crafters Market. Over the past decade, she has cultivated a thriving small-business ecosystem, producing homemade organic soaps, jams, and free-range eggs while experimenting with unique, handcrafted furniture. Her hands-on approach to farming and artisanal production reflects a commitment to quality, sustainability, and creativity, which has earned her a loyal following and waiting list for her products.
Beyond her farm, Joann has transformed a local need into a vibrant community resource through the China Spring Farmers and Crafters Market. Starting with just one vendor, she has grown the nonprofit market to support roughly 80 rotating vendors, providing residents with access to fresh produce and handmade goods. Her leadership emphasizes collaboration, kindness, and practical problem-solving, fostering a welcoming environment where local producers can thrive and customers can connect directly with the people behind the products.
Joann’s professional journey spans diverse industries, including aerospace and electronics at Hughes Aircraft, property management of nearly 1,000 units, and fly-fishing design and sales. This breadth of experience informs her operational acumen, logistical planning, and vendor management skills today. Outside of her entrepreneurial endeavors, she enjoys gardening, outdoor living, fly fishing, and cooking, balancing her community-focused work with family caregiving. Through resilience, creativity, and a people-first approach, Joann has created not just a business or market, but a lasting, interconnected community.
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What do you attribute your success to?
I attribute my success to being people-oriented. I strive to build strong relationships, connect the right people with one another, create space for everyone to contribute, and continuously learn from a variety of professional and personal experiences. Each role I’ve held and every experience I’ve had has shaped the way I approach collaboration and leadership today.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is to be “street smart.” While formal education is important, it’s equally essential to develop practical, real-world skills and gain hands-on experience. Cultivating common-sense decision-making and learning from real-world situations will set you apart and help you navigate your career with confidence.
What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in my field is improving access to local produce and expanding community markets in rural areas. Since our market’s founding, we’ve seen substantial growth, which has allowed us to connect more people with fresh, healthy options. At the same time, we face challenges in coordinating with vendors, managing logistics, securing sufficient space to support growth, and working within limited financial resources for promotional programs. Navigating these challenges while pursuing growth continues to be both demanding and rewarding.
What values are most important to you in your work and personal life?
The values that guide both my work and personal life are community, kindness, collaboration, and service to others. I strive to foster connections, approach every interaction with empathy, work effectively with others, and contribute positively to the people and communities around me.
Locations
China Spring Farmers and Crafters Market
Waco, TX 76708