PeachTrees on Peachtree!
New fruit, pomp and circumstance are coming to Peachtree!
For decades, Pearson Farm has treated growing a peach as both art and craft. The result is the world’s finest peach. Our sweet, vibrant fruit is picked at the perfect time and delivered fresh from our orchard to your door.
Culture & Experience
Two curated groves of 8 peach trees each, coloring a local greenspace, will provide an eclectic backdrop for social gatherings, market activity, and creative expression.
The program spotlights eco-friendly and food access initiatives that enrich Atlanta.
Activations
During June and July, you will find artists, educational events, music, and more at each of the tree locations.
The culmination of our events will be the 12th Annual PeachFest at Underground Atlanta!
PeachTrees on Peachtree (POP) is a festive outdoor activation geared to promote nature and sustainability in the heart of the city. Launching during the 2026 FIFA World Cup, is it designed to foster collaboration and fuel momentum to root Atlanta’s signature tree on its signature street.
Curated micro-groves of peach trees will be staged at multiple downtown sites to offer eclectic backdrops for social gatherings, market vendors, creative expression, and impromptu fun. The program will also spotlight eco-friendly initiatives that enrich Atlanta.
A host of civic and community groups have teamed to produce the event, which will run for three weeks, late June through mid-July. Each week, a specific topic (agriculture, sustainability, food-access) will be the focus of activity, and the activation will culminate with the celebration of PeachFest at Underground Atlanta. The event caps an expanded Pearson Farm Peach Week in Atlanta (July 5-11), with participating restaurants serving limited-time peach dishes and cocktails benefiting CURE Childhood Cancer and Piggy Bank, a nonprofit supporting small and sustainable farms.
Partners for this amazing effort include: Atlanta Way 2.0, Underground Atlanta, Aglanta, Atlanta Parks and Recreation, Atlanta Downtown, 5 Points Community Garden, Kindred Lane, Trees Atlanta, Peachfest, Council members Dozier and Westmoreland, South Downtown and Pearson Farm. A special thank you to Pearson Farm, one of three peach farms in the state of Georgia, for providing the peach trees!
As an extension of the activation, pop-up peach stands (for vending) are planned for
key spots and activity nodes across the Downtown landscape to engage passers-by
and expand awareness of the project. As Atlanta welcomes global visitors for the World Cup, tourists and locals alike will be able to see, touch and taste its signature fruit and vibrant spirit right on famed Peachtree Street.
Check back soon for a full calendar of events!
About Pearson Farm
Nestled in the heart of Georgia, Pearson Farm is fueled by five generations of cultivating the same land in Fort Valley, Georgia. As one of the few remaining family peach farms in the state, its 5,000+ acres of peach and pecan orchards represent a 140-year legacy. Learn more at pearsonfarm.com.
About Underground Atlanta
Underground Atlanta has long been the cultural heart and entertainment district of Downtown Atlanta. With historic roots dating back to the 1900s, this arts, entertainment, and retail district spans multiple levels and four city blocks. In 2020, Lalani Ventures purchased Underground with a vision to restore and revitalize this iconic destination. Bordered by Pryor, Central, Wall, and Alabama Streets and connected to the Five Points MARTA, Underground Atlanta is a central, accessible space home to local retailers and restaurants, music and exhibition spaces, and galleries with a special focus on immersive art experiences. With a visionary team at the helm and the support and enthusiasm of the Downtown community, Underground once again reflects and enhances the vibrancy of the city we call home. Follow along on Instagram, Facebook and Twitter.
About Taste Network
Brady Lowe is a hospitality innovator, event architect and founder of Taste Network, a premier event and marketing agency known for creating world-class culinary experiences and high-impact brand campaigns. With over two decades in the industry, he's best known for launching and scaling the legendary 20+ city Cochon555 and Heritage Fire culinary tour — which he sold and exited in 2019. Learn more at tastenetwork.com.
About Kindred Lane
Kindred Lane is a leadership and impact company that cultivates regenerative growth in leaders, organizations and nature. Powered by our Wisdom of the Forest® methodology and a collaborative of 50+ innovative practitioners, we design and deliver inspiring programs that align purpose, strategy, and values to unlock hidden potential and drive systems-level transformation & impact. Rooted in regenerative systems design and evidence-based practices, we help organizations thrive by crafting tailored solutions that benefit people, society, and nature.
And we're a certified B Corp!