Today we’d like to introduce you to John Rife
John, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve always been driven by curiosity, community, and the pursuit of meaningful impact. After graduating from college, I explored a wide range of opportunities that shaped my perspective—working for MTV, spending summers at Camp Rockmont, diving into commercial real estate development, and earning my master’s degree from UCF. Each experience deepened my appreciation for storytelling, place-making, and fostering human connection.
That passion led me to start the Winter Park Harvest Festival and the Winter Park Urban Farm, in 2009 which were early experiments in building local food systems and connecting people through shared experiences. Seeing the power of food as a catalyst for community, I took a leap and founded East End Market in 2013 —a neighborhood market and culinary hub that celebrates small food artisans and entrepreneurs.
Through East End, I found my calling in nurturing and scaling food businesses, which eventually led me to write Second Store Success: A Food Entrepreneur’s Guide to Scaling Your Brand and Business. Now, I’m expanding my impact by mentoring and investing in food entrepreneurs, developing courses, and building a content platform that blends leadership, entrepreneurship, and personal development.
At the core, my journey has always been about bringing people together, empowering creators, and trusting that by pursuing what’s authentic and exciting, opportunities will follow.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has definitely had its twists and turns. In the early years of East End Market, things were a bit hectic as we figured out how to run a food hall—at the time, there weren’t many others in the country, so we were pioneering in a lot of ways. But after those initial growing pains, we hit our stride, and East End was thriving.
Then COVID hit, and everything changed. Our events business collapsed overnight, and our vendors were struggling to survive. In desperation—but also determination—we launched a mobile delivery service in just two weeks, which became wildly popular and helped keep our merchants in business and their employees working.
When it became clear that weddings and corporate events wouldn’t be returning anytime soon, we had to get creative. That challenge led to the creation of The Neighbors and Domu Lab, projects that brought new opportunities to our community and redefined what East End could be.
The journey hasn’t been smooth, but every obstacle has forced us to adapt, innovate, and stay true to our mission of supporting small food businesses. In hindsight, those struggles shaped us into something stronger, more resilient, and more dynamic than we ever could have planned.
Can you tell our readers more about what you do and what you think sets you apart from others?
At my core, I’m passionate about building community through food, entrepreneurship, and service. I specialize in helping small food businesses grow and thrive, whether through East End Market, where I’ve cultivated a hub for culinary entrepreneurs, or through my book, Second Store Success, which guides food entrepreneurs in scaling their businesses sustainably.
Beyond my work in food and business, I’m deeply committed to service and philanthropy. I co-direct the Haiti Mission for St. Margaret Mary in Winter Park, traveling to Haiti several times a year to support community-led initiatives. I also serve on the board of Camp Rockmont, a Christian boys’ camp in Black Mountain, NC, which has been instrumental in shaping young men’s lives through faith, adventure, and leadership. Most recently, I was honored to join the board of the Edyth Bush Charitable Foundation, where I’m excited to expand my impact through philanthropy and community development.
What sets me apart is my ability to blend creativity, business acumen, and a heart for service. I’ve always believed that entrepreneurship is a force for good, and I take pride in not just building businesses, but building ecosystems—whether it’s a food hall that fosters independent chefs, a mentorship program that helps entrepreneurs scale, or a mission initiative that supports communities in need.
I’m most proud of the impact I’ve had on people’s lives—helping small businesses grow, seeing entrepreneurs realize their dreams, and being able to serve both locally and globally. Whether in food, business, or philanthropy, my work is about creating lasting, positive change in the lives of others.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Books:
I’ve been especially influenced by:
• From Strength to Strength by Arthur Brooks – A powerful book on finding fulfillment in the second half of life, shifting from achievement-driven success to deeper meaning.
• The Alchemist by Paulo Coelho – A timeless story about purpose, intuition, and the journey of self-discovery that has shaped my perspective on life and business.
• 10x Is Easier Than 2x by Dan Sullivan & Dr. Benjamin Hardy – Helped me think bigger and more strategically about scaling businesses.
• Who Not How by Dan Sullivan – Reinforced the importance of delegation and finding the right people to bring a vision to life.
Podcasts:
• The Game with Alex Hormozi – A masterclass in business strategy, scaling, and entrepreneurship.
• On Purpose with Jay Shetty – Blends mindset, purpose, and personal development in an engaging way.
• The Happiness Lab – Explores the science of happiness and well-being, which is essential for both business and life.
Apps & Tools:
• ChatGPT – I use AI tools for brainstorming, writing, and problem-solving—whether for business strategy, storytelling, or content creation.
• WHOOP – Helps me track my sleep and workout recovery to optimize energy and performance.
• Calm / Headspace – Essential for meditation, mindfulness, and stress management to stay focused and grounded.
Contact Info:
- Website: http://www.EastEndMkt.com
- Instagram: http://instagram.com/johnrife
Image Credits
NO credits needed
