Civic Intelligence

Marketumbrellaorg

EIN 26-2477706 • 501(c)3 • New Orleans, LA

Profile

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.

200 Broadway 107New Orleans, LA 70118

marketumbrella.org

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

51st percentile

0.07x

Higher debt load relative to assets than 51% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Source year 2024

Liabilities / Revenue

48th percentile

0.07x

Higher debt load relative to revenue than 48% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Source year 2024

Net Margin

89th percentile

49%

Higher net margin than 89% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Source year 2024

Top Officer Pay

Score unavailable

No value available

No filing with officer rows is available for this organization yet.

Asset Growth

87th percentile

36%

Faster asset growth than 87% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Annualized from 2022 to 2024

Revenue Growth

76th percentile

30%

Faster revenue growth than 76% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Annualized from 2022 to 2024

Assets

Up

$4,239,850

Up $2,116,463 (+100%) from 2023

Liabilities

Down

$308,482

Down $50,068 (-14%) from 2023

Net Assets

Up

$3,931,368

Up $2,166,531 (+123%) from 2023

Revenue

Up

$4,383,076

Up $2,863,857 (+189%) from 2023

Expenses

Up

$2,216,545

Up $136,887 (+6.6%) from 2023

Net Income

Up

$2,166,531

Up $2,726,970 (+487%) from 2023

Trend Graphs

Balance Sheet Trend

Grouped bars show assets, liabilities, and net assets across loaded filings.

$6.0M$4.0M$2.0M$0Assets 2013: $642,781Liabilities 2013: $101,366Net Assets 2013: $541,4152013Assets 2014: $579,092Liabilities 2014: $225,160Net Assets 2014: $353,9322014Assets 2015: $498,181Liabilities 2015: $145,977Net Assets 2015: $352,2042015Assets 2016: $1,384,234Liabilities 2016: $113,966Net Assets 2016: $1,270,2682016Assets 2017: $840,654Liabilities 2017: $103,990Net Assets 2017: $736,6642017Assets 2018: $898,511Liabilities 2018: $114,898Net Assets 2018: $783,6132018Assets 2019: $964,829Liabilities 2019: $131,013Net Assets 2019: $833,8162019Assets 2020: $1,263,436Liabilities 2020: $59,996Net Assets 2020: $1,203,4402020Assets 2021: $1,295,577Liabilities 2021: $129,730Net Assets 2021: $1,165,8472021Assets 2022: $2,280,545Liabilities 2022: $149,478Net Assets 2022: $2,131,0672022Assets 2023: $2,123,387Liabilities 2023: $358,550Net Assets 2023: $1,764,8372023Assets 2024: $4,239,850Liabilities 2024: $308,482Net Assets 2024: $3,931,3682024

Highlighted filing

2024

Assets$4,239,850
Liabilities$308,482
Net Assets$3,931,368

Operations Trend

Revenue, expenses, and net income by year, with the latest filing highlighted.

$6.0M$4.0M$2.0M$0-$2.0MRevenue 2013: $237,459Expenses 2013: $560,177Net Income 2013: -$322,7182013Revenue 2014: $545,156Expenses 2014: $732,639Net Income 2014: -$187,4832014Revenue 2015: $782,486Expenses 2015: $781,590Net Income 2015: $8962015Revenue 2016: $1,830,574Expenses 2016: $912,510Net Income 2016: $918,0642016Revenue 2017: $450,392Expenses 2017: $983,996Net Income 2017: -$533,6042017Revenue 2018: $779,424Expenses 2018: $728,676Net Income 2018: $50,7482018Revenue 2019: $763,452Expenses 2019: $713,249Net Income 2019: $50,2032019Revenue 2020: $1,447,142Expenses 2020: $954,708Net Income 2020: $492,4342020Revenue 2021: $1,214,239Expenses 2021: $1,251,832Net Income 2021: -$37,5932021Revenue 2022: $2,586,061Expenses 2022: $1,620,841Net Income 2022: $965,2202022Revenue 2023: $1,519,219Expenses 2023: $2,079,658Net Income 2023: -$560,4392023Revenue 2024: $4,383,076Expenses 2024: $2,216,545Net Income 2024: $2,166,5312024

Highlighted filing

2024

Revenue$4,383,076
Expenses$2,216,545
Net Income$2,166,531

Filings

Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 17, 2025
Return Version
2024v5.2
Gross Receipts
$4,397,678
Mission and Program Overview

Mission

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.

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.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$284,751$1,440,610▲ $1,155,859
Investments Other Securities$423,473$1,234,194▲ $810,721
Savings and Temporary Cash Investments$307,366$1,200,138▲ $892,772
Pledges and Grants Receivable$1,065,110$319,533▼ $745,577
Accounts Receivable$11,342$14,065▲ $2,723
Prepaid Expenses and Deferred Charges$13,054$11,829▼ $1,225
Land, Buildings, and Equipment, Net$9,877$10,306▲ $429
Inventories for Sale or Use$5,939$6,700▲ $761
Intangible Assets$2,475$2,475→ $0
Total Assets$2,123,387$4,239,850▲ $2,116,463
Liabilities
Accounts Payable and Accrued Expenses$250,644$165,221▼ $85,423
Other Liabilities$107,906$143,261▲ $35,355
Total Liabilities$358,550$308,482▼ $50,068
Net Assets / Fund Balance
Net Assets With Donor Restrictions$704,465$3,250,619▲ $2,546,154
Net Assets Without Donor Restrictions$1,060,372$680,749▼ $379,623
Total Net Assets Fund Balance$1,764,837$3,931,368▲ $2,166,531
Total Liabilities and Net Assets / Fund Balance$2,123,387$4,239,850▲ $2,116,463

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$10,120$37,676$47,796
Leasehold Improvements$0$18,864$18,864
Other Land Buildings$186$16,682$16,868
Other Securities$1,234,194--

Endowment Activity

PeriodBeginningContrib.Gain/LossOther UsesEnd
2024$39,455-▲ $40,446-$79,901
2023--▲ $39,455-$39,455
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Angelina HarrisonExecutive DirectorFT$86,031$24,140$110,171

Board Members and Trustees

Revenue and Support

Revenue Composition

Contributions and Grants
$4,183,686
Program Service Revenue
$177,268
Investment Income
$28,216
Other Revenue
$-6,094
All Other Contributions
$292,581
Change in Net Assets
$2,166,531

Audited Revenue Reconciliation

Revenue per Audited Statements
$4,383,076
Revenue Not Reported on Financial Statements
$0
Revenue Not Reported on Form 990
$63,354
Total Revenue per Audited Statements
$4,446,430
Total Revenue per Form 990
$4,383,076
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Salaries, Compensation, and Employee Benefits$891,191
Other Expenses$855,868
Grants and Similar Amounts Paid$469,486
Total Fundraising Expense$9,234
Professional Fundraising Fees$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$574,610$92,596$2,063$669,269
Grants to Domestic Orgs$469,486--$469,486
Other Expenses$332,794$10,568$1,790$345,152
Fees for Services Other$58,816$84,894$3,793$147,503
Advertising$90,992$1,062$484$92,538
Current Officers, Directors, Trustees, and Key Employees$86,031--$86,031
Other Employee Benefits$69,764$2,123-$71,887
Fees for Services Accounting$12,540$58,191-$70,731
Payroll Taxes$41,652$17,280$130$59,062
Occupancy-$55,254-$55,254
Office Expenses$11,275$27,084$66$38,425
Travel$22,640$4,204$663$27,507
Information Technology$7,466$19,835-$27,301
Fees for Services Lobbying$3,333$16,665-$19,998
Insurance$7,183$12,038-$19,221
Conferences and Meetings$3,424$4,220$245$7,889
Pension Plan Contributions-$4,942-$4,942
Depreciation Depletion-$4,247-$4,247
Fees for Services Legal-$102-$102
Total Functional Expenses$1,792,006$415,305$9,234$2,216,545

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$2,279,899
Expenses per Audited Statements$2,216,545
Total Expenses per Form 990$2,216,545
Expenses Not Reported on Form 990$63,354
Expenses Not Reported on Financial Statements$0
International Activity

Grant and Assistance Recipients

RecipientLocationCategoryPurposeAmount
Big River Economic and Agricultural Development AllianceBaton Rouge, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$105,000
Louisiana CentralAlexandria, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$46,500
Top Box FoodsChicago, IL501c3Technical Assistance - Offering Classes, Training and Field Days$43,736
New Orleans Food Policy Advisory CommitteeNew Orleans, LA501c3Technical Assistance - Offering Classes, Training and Field Days$39,619
Sprout NolaNew Orleans, LA501c3Technical Assistance - Offering Classes, Training and Field Days$37,000
Recirculating Farms CoalitionNew Orleans, LA501c3Technical Assistance - Offering Classes, Training and Field Days$35,000
German Coast Farmers MarketDestrehan, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$25,000
Berry Town Produce LLCHammond, LA-To Create or Expand a Snap or Fmnp Nutrition Incentive Program$23,701
Camelia City Farmers MarketSlidell, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$20,000
St Helena Cattle CompanyGreensburg, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$18,000
Lafayette Farmers and Artisans MarketLafayette, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$15,000
Hammond Downtown Development DistrictHammond, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$13,000
Veggi Co-opNew Orleans, LA501c3Technical Assistance - Offering Classes, Training and Field Days$12,497
Indian Spring Farmers AssociationPetal, MS501c3Technical Assistance - Offering Classes, Training and Field Days$10,000
Jv FoodsDestrehan, LA501c3Technical Assistance - Offering Classes, Training and Field Days$9,167
One Strong LLCBastrop, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$8,000
Red River Revel Arts FestivalShreveport, LA501c3To Create or Expand a Snap or Fmnp Nutrition Incentive Program$8,000
Fundraising, Events, and Gaming
Fundraising activities
Yes
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Fundraising Direct Expenses$14,602
Fundraising Gross Income$2,026
Professional Fundraising Fees$0

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Moonlight Market$31,625$2,026$12,778$-10,752
Total Events$31,625$2,026$14,602$-12,576
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
Yes
Subject to proxy tax
No
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Tokens Payable$143,261
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Backup withholding compliance
Yes
Business relationship with 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
Yes
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Section A, Line 2

Marketumbrella.org paid for grant funds and other services to veggi. Veggi is owned by board member khai nguyen. Veggi also rents space at the crescent city farmer's market as a vendor.

Form 990, Part VI, Section A, Line 8B

While committees do exist, none of them have the ability to act on behalf of the governing body.

Form 990, Part VI, Section B, Line 11B

Board of directors will review before filing return.

Form 990, Part VI, Section B, Line 12C

Conflict of interest statements are acknowledged annually by board members.

Form 990, Part VI, Section B, Line 15

The executor director's salary is determined annually by the board members. The executive director oversees salary increases for the staff.

Form 990, Part VI, Section C, Line 19

The organization's governing documents, conflict of interest policy, and financial statements are available to the public upon request.

Filing and Contact Details

Filer

Filer Name
Marketumbrellaorg
EIN
26-2477706
Phone
5048614485
Address
200 BROADWAY 107, NEW ORLEANS, LA 70118

Signing Officer

Name
Angelina Harrison
Title
Executive Director
Phone
5048614485
Signed
2025-11-17
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Angelina Harrison
Formed
2008
Legal Domicile
La
Voting Board Members
15
Independent Board Members
15
Employees
19
Volunteers
60

Preparer

Firm
Wegmann Dazet Apc
Address
111 VETERANS BLVD SUITE 1600, METAIRIE, LA 70005
Preparer
Valerie Lowry
Phone
5048378844
Supplemental Narrative

Financial Statement Notes

PART X, LINE 2:

Marketumbrella.org is exempt from income taxes under section 501(c)(3) of the u.s. Internal revenue code. Muo is annually required to file a return of organization exempt from income tax (form 990) with the irs. In addition, muo is subject to income tax on net income that is derived from business activities that are unrelated to their exempt purposes. Muo has determined it is not subject to unrelated business income tax and has not filed an exempt organization business income tax return (form 990-t) with the irs. Management of muo believes it has no material uncertain tax positions and, accordingly it will not recognize any liability for unrecognized tax benefits. With few exceptions, muo is not subject to u.s. Federal and state income tax examinations by tax authorities beyond three years from the filing of those returns.

PART XI, LINE 2D - OTHER ADJUSTMENTS:

Fundraising expenses 14,602.

PART XII, LINE 2D - OTHER ADJUSTMENTS:

Fundraising expenses 14,602.

Raw XML AppendixShowing 400 of 745 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

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IRS990/ActivityOrMissionDesc0BY 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.
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IRS990/Form990PartVIISectionAGrp/PersonNm7EDWARD JURGIELEWICZ III
IRS990/Form990PartVIISectionAGrp/PersonNm8ESTEBAN GERHSANIK
IRS990/Form990PartVIISectionAGrp/PersonNm9JACOB YOUNG
IRS990/Form990PartVIISectionAGrp/PersonNm10LINDSEY NAVARRO
IRS990/Form990PartVIISectionAGrp/PersonNm11KHAI NGUYEN
IRS990/Form990PartVIISectionAGrp/PersonNm12ASHLEY WEBER
IRS990/Form990PartVIISectionAGrp/PersonNm13DAVID BAKER
IRS990/Form990PartVIISectionAGrp/PersonNm14RUSTY GAUDE
IRS990/Form990PartVIISectionAGrp/PersonNm15ANGELINA HARRISON
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IRS990/Form990PartVIISectionAGrp/TitleTxt0PRESIDENT
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IRS990/Form990PartVIISectionAGrp/TitleTxt6DIRECTOR
IRS990/Form990PartVIISectionAGrp/TitleTxt7DIRECTOR
IRS990/Form990PartVIISectionAGrp/TitleTxt8DIRECTOR
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IRS990/Form990PartVIISectionAGrp/TitleTxt14DIRECTOR
IRS990/Form990PartVIISectionAGrp/TitleTxt15EXECUTIVE DIRECTOR
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IRS990/MissionDesc0BY 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.
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IRS990/ProgSrvcAccomActy2Grp/Desc0MARKET 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.
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IRS990/ProgSrvcAccomActy3Grp/Desc0GREAUX 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).
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IRS990/ProgSrvcAccomActyOtherGrp/Desc0LOCAL 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.
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