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Marketumbrella Org

EIN 26-2477706 · New Orleans, LA

Public records show a registered, tax-exempt organization in good standing.

LegitimacyPassesRegistration and standingFinancial healthGood85 out of 100GovernanceStrong100 out of 100Impact evidenceDescribes programsHow well its results are evidenced

What it says it does

BY LEARNING, SHARING AND GROWING, MARKETUMBRELLA.ORG (MUO) CULTIVATES COMMUNITY MARKETS THAT UTILIZE LOCAL RESOURCES TO BOLSTER AUTHENTIC LOCAL TRADITIONS. MUO BELIEVES THAT AMBITIOUS SOCIAL, HEALTH, ENVIRONMENTAL AND FINANCIAL GOALS ARE ACHIEVED IF TRUST AND RESPECT ARE PRESENT. MUO'S PROGRAMS INVOLVE ASSISTING OTHER MARKETS TO MEASURE THEIR OWN ECONOMIC IMPACT USING THEIR OWN DEVELOPED TOOLS, HOSTING WORKSHOPS IN DEVELOPING FUNDING STRATEGIES AND BEST PRACTICES, AND LAUNCHING AND CONDUCTING A NUMBER OF PROGRAMS THAT TARGET SPECIFIC AGRICULTURALLY BASED ENTERPRISES. MUO SERVES BOTH RESEARCH AND PRACTITIONER BY TESTING THEORIES ABOUT PUBLIC MARKETS VIA THE OPERATION OF ITS LONGEST RUNNING PROGRAM, THE CRESCENT CITY FARMERS MARKET.

Income
$4.4 million
Spending
$2.2 million
Spent on programs
81%
Reserves
3.6 months of spending
Largest source of income
government grants, 88%
Employees
19
Volunteers
60
Highest pay
$110,171, executive director

Source: Form 990 for the year ending December 31, 2024, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Financial health

Good: 85 out of 100. Higher than 67% of charities in its peer group (community improvement, $1m to $10m).

  • Reserves

    20 of 35

    Spendable reserves would cover 3.6 months of spending.

  • Debt

    20 of 20

    It owes 7% of what it owns.

  • Living within its means

    15 of 15

    Income exceeded spending by 49% of income.

  • Income trend

    15 of 15

    Income rose 189% on the year before.

  • Spending floor

    15 of 15

    81% of spending went to programs and raising each dollar of donations cost 0 cents.

Source: Form 990 for the year ending December 31, 2024, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Governance

Strong: 100 out of 100. Higher than 67% of charities in its peer group (community improvement, $1m to $10m).

  • Independent board

    25 of 25

    15 of 15 voting board members are independent.

  • Conflict of interest policy

    15 of 15

    Has a written conflict of interest policy.

  • Whistleblower policy

    8 of 8

    Has a written whistleblower policy.

  • Record keeping policy

    7 of 7

    Has a written policy on keeping and destroying records.

  • Board minutes

    5 of 5

    Keeps minutes of board meetings.

  • Board sees the tax return

    10 of 10

    Gave the board a copy of this return before filing it.

  • Pay set independently

    5 of 5

    Sets its chief executive's pay through independent review and comparison.

  • Independent check of accounts

    15 of 15

    Its accounts were audited by an independent accountant.

  • No reported misuse

    10 of 10

    Reports no diversion of assets, excess benefits or loans to insiders.

Source: Form 990 for the year ending December 31, 2024, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Impact evidence

Describes programs. Its tax return describes what it does but we have found no measurable results in it.

Programs described in its return (4)
  1. $86,427 spent. CRESCENT CITY FARMERS MARKET (CCFM) IS THE HALLMARK PROJECT FOR MUO, WHERE STAFF AND LOCAL VENDORS PROVIDE A PROFESSIONALLY RUN FARMERS MARKET WITH THREE WEEKLY MARKETS IN ORLEANS PARISH. THROUGH NUTRITION INCENTIVE AND EDUCATION PROGRAMS, CCFM ENSURES THAT EVERYONE FROM KIDS TO SENIORS HAS ACCESS TO HEALTHY LOCAL FOODS. THE CCFM IS INSTRUMENTAL IN BRINGING THE COMMUNITY TOGETHER WITH LOCAL FOOD PRODUCERS AS THEY SHARE INFORMATION AND TRANSACT BUSINESS.
  2. $984,240 spent. MARKET MATCH - MUO BELIEVES FARMERS MARKETS SHOULD BENEFIT FARMERS, SHOPPERS, AND THE WIDER COMMUNITY. THROUGH MARKET MATCH, MUO OFFERS INCENTIVES TO CONSUMERS WITH HIGH NEED TO PURCHASE THE BEST LOCAL PRODUCE AVAILABLE AT MUO MARKETS AND AT PARTNER RETAILERS ACROSS NEW ORLEANS. MUO'S PROGRAM GREAUX THE GOOD FURTHER EXPANDS THE REACH OF NUTRITION INCENTIVES TO DIRECT-TO-CONSUMER OUTLETS ACROSS LOUISIANA.
  3. $285,939 spent. GREAUX THE GOOD LOUISIANA GIVES DIRECT-TO-CONSUMER FOOD PURVEYORS (SUCH AS FARMERS MARKETS, FARM STANDS, AND PRODUCE STANDS) THE OPPORTUNITY TO CREATE OR EXPAND NUTRITION INCENTIVE PROGRAMS SUCH AS A SUPPLEMENTAL NUTRITION ASSISTANCE PROGRAM (SNAP) OR FARMERS MARKET NUTRITION PROGRAM (FMNP).
  4. $435,400 spent. LOCAL AGRICULTURE MARKET PROGRAM ARE USDA FUNDED GRANTS UTILIZED TO AID IN THE SUPPORT AND PROMOTION OF DIRECT PRODUCER-TO-CONSUMER MARKETING PROJECTS SUCH AS FARMERS MARKETS, COMMUNITY-SUPPORTED AGRICULTURE PROGRAMS, ROADSIDE STANDS, AND AGRITOURISM.EDUCATION AND ADVOCACY MUO CONDUCTS GRASSROOTS EDUCATION AND ADVOCACY TO IMPROVE OPPORTUNITIES FOR PEOPLE TO ACCESS HEALTHY FOOD IN THEIR COMMUNITIES.

Source: Form 990 for the year ending December 31, 2024, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Legitimacy checks

  1. Is it registered with the IRS? Passed.

    Listed in the IRS master file of tax-exempt organizations as a 501(c)(3) charitable organization.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated October 13, 2026.

  2. Has the IRS revoked its tax-exempt status? Passed.

    Not on the IRS automatic revocation list.

    Source: Automatic revocation of exemption list, Internal Revenue Service, file dated November 6, 2026.

  3. Are donations tax-deductible? Passed.

    On the IRS list of organizations eligible to receive tax-deductible contributions.

    Source: Publication 78 data: organizations eligible for tax-deductible contributions, Internal Revenue Service, file dated October 13, 2026.

  4. Is it keeping up with its IRS filings? Passed.

    Most recent return on file covers the year ending December 2024.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated October 13, 2026.

  5. How long has it been tax-exempt? Passed.

    Recognized by the IRS since December 2008.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated October 13, 2026.

  6. Is it in good standing with state regulators? Passed.

    Not on California's list of charities barred from soliciting. Other states are not yet checked.

    Source: May Not Operate or Solicit for Charitable Purposes list, California Attorney General, Registry of Charities and Fundraisers, file dated November 4, 2026.

Ratings and checks are our reading of public records, using the published method. They are not a statement about anyone's honesty. If you work for this organization, you can send corrections or results, confirm you want gifts through Veridonate, or ask to be removed from giving.