JFG was first established as a grocery business in Morristown, Tennessee, in 1882. In Knoxville, the company started roasting coffee in 1924. Today, a vintage JFG sign stands on a raised ground next to the Gay Street Bridge to remind the people of Knoxville of its corporate past. As Knoxvillians eat at Calhoun's or stroll down the river, the renowned sign lends a noticeable and enigmatic element to the surrounding scenery. Morgan captures the handsome old sign beautifully in stark contrast to a brilliant blue southern sky.