Knoxville mayor says JFG sign will be back 'along our skyline.' But where will it go?

Ryan Wilusz, Knoxville News Sentinel
Updated ·3 min read

The JFG sign is safe, but its future in Knoxville could be costly.

The iconic JFG sign was in need of roughly $10,000 worth of repairs before it was removed earlier this week, but reinstalling it elsewhere in Knoxville could cost five times that amount.

Jeff Gamble, senior engineering manager for Reily Foods Company, told Knox News via text Oct. 4 his company is looking for places to relocate the sign, which it owns.

Ideally, he said, it would remain in the downtown area.

For now, the sign is in storage. Gamble estimates reinstalling the sign could cost at least $50,000 depending on its location, and it would need to be refurbished before returning.

Knoxville Mayor Indya Kincannon said in a Facebook post Oct. 5 "partners in the city" are working to preserve the sign.

"I am happy to say that we have pulled together several key players who are committed to making sure the JFG sign is placed, once again, along our skyline," she wrote. "I look forward to sharing more once a viable location is determined."

The JFG sign is removed from its South Knoxville home

Conflicting narratives have emerged about why the Knoxville fixture was removed in the first place.

Gamble said nearby Kerbela Shriners, which owns the land where the sign stood, is planning to sell its South Knoxville property at 315 Mimosa Ave. and terminated Reily Foods' lease.

However, when Knox News called the Shriners on Oct. 3, an unknown person answered the phone and said Reily Foods' contract ran out. They hung up without sharing their name or any additional information.

Knox News has since left a message for Shriners potentate Will Waugh, which was not returned in time for publication.

Waugh told Knox News in July the Shriners had received roughly 15 offers since this time last year. As of 4 p.m. Oct. 4, property records still showed no sign of a sale.

Reily Foods might need Knoxville's help to bring back the JFG sign

Only the frame remains of the JFG sign just south of downtown Knoxville on Oct. 2, 2023. Reily Foods paid about $100,000 years ago to have the sign refurbished and to run power to this location, where it had been since 2012.
Only the frame remains of the JFG sign just south of downtown Knoxville on Oct. 2, 2023. Reily Foods paid about $100,000 years ago to have the sign refurbished and to run power to this location, where it had been since 2012.

Reily Foods might have to rely on fundraising to reinstall the sign, like it did back around 2010 when it was moved, Gamble said.

The sign previously stood nearer the Gay Street bridge before moving in 2012 to its location on the Shriners property. The repairs and that move cost around $100,000, Gamble said.

Gamble also has been is in talks with Knox Heritage, which describes itself as a "community of preservationists focused on advocacy, education, investment, and engagement."

Why is the JFG sign such a Knoxville icon?

JFG Coffee Company's origins date back to 1882 when the brand was founded as a Morristown wholesale grocery company. It was roasting in Morristown by 1919, according to a Facebook post by the city of Morristown, but moved its operations to Knoxville a few years later.

In 1936, JFG opened a roasting facility in the Old City, Knoxville historian Jack Neely wrote for the Old City Association.

The operation offered a pleasant aroma throughout the Old City until the company moved out of the factory in 2007. Today, the building on West Jackson Avenue is comprised of apartments but maintains its JFG branding, including a separate flickering JFG sign on its roof.

Gamble previously told Knox News he is working with the building owners to make sure that sign continues to shine above downtown, as it also needs repairs.

Lights on the JFG sign regularly faded and burned out in the months leading up to the South Knoxville fixture being disassembled. Reily Foods, which owns the sign, was waiting to learn more about the future of the leased property before making repairs.
Lights on the JFG sign regularly faded and burned out in the months leading up to the South Knoxville fixture being disassembled. Reily Foods, which owns the sign, was waiting to learn more about the future of the leased property before making repairs.

In 1965, JFG was acquired by Louisiana-based Reily Foods, according to a timeline on the company's website.

"As a dominant regional roaster and marketer of ground coffee, tea, mayonnaise and peanut butter, JFG’s successful diversification provided the model that encouraged the Reily Foods Company to diversify beyond coffee and tea," the timeline reads.

Reily Foods has a facility at 3434 Mynatt Ave. in Knoxville, and its other brands include Luzianne Tea, Blue Plate Mayonnaise and Carroll Shelby's Chili.

Throughout all these changes, the JFG signs have persevered as part of Knoxville's identity.

Ryan Wilusz is a downtown growth and development reporter. Phone 865-317-5138. Email ryan.wilusz@knoxnews.com. Instagram @knoxscruff. 

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This article originally appeared on Knoxville News Sentinel: Mayor Kincannon: JFG sign returning to Knoxville 'skyline.' But where?