A produce farm grabs the attention of many drivers traveling from Tidewater to the Outer Banks – and not because of its beautiful tomatoes or peppers. Lining the approach to the property, a striking row of Israeli flags wave proudly in the wind, catching the eye of thousands of passersby.
The roadside market was founded 47 years ago by William Powell. Today, he runs the farm alongside his wife of 35 years, Eddie-Jo Powell, a devout Christian who, like her late mother, is a proud supporter of Israel and the Jewish people.
Eddie-Jo, whose professional background is education, views the flags more than a personal statement, but as an opportunity to educate the public. Whenever curious drivers pull over to ask, “Why do you fly the Israeli flag?” or “What does that flag mean?”, she embraces the conversation, using every encounter as a teachable moment to share Israel’s history and defend the nation’s right to exist.
Eddie Jo’s mother, Betty Dudley St. Pierre, also a devout Christian, fell in love with the land during her first trip to Israel in 1978. Driven by a special connection to the birthplace of her Christian faith, she made Aliyah in the late 1980s, moving into an apartment overlooking the Sea of Galilee. Inspired by their mother, her daughters developed their own spiritual connection to Israel. For Eddie-Jo, this meant frequent travels to visit her mother and explore the country. Meanwhile, her sister, Patty Morris, spent two years living in Jerusalem.
St. Pierre’s devotion extended far beyond spiritual admiration; she harbored a fierce love for the Israel Defense Forces (IDF). “My mom had a heart for the soldiers,” Eddie-Jo says. At 50 years old, she volunteered for the IDF, with one of her fondest memories being the time she spent delivering candy and sweets to soldiers stationed in the Golan Heights. Even as she lived through the volatile years of the Intifadas, St. Pierre was not afraid. When tensions flared, she would sit and pray with Israeli soldiers inside bomb shelters. Facing danger with unwavering resolve, she would tell her daughters, “Where is my faith if I am afraid?” It is an ideology of courage that her daughters carry in their hearts.
Upon St. Pierre’s passing, her family honored her wishes by scattering her ashes across her favorite waters in the Sea of Galilee. In a touching moment of poetic alignment, Eddie-Jo noticed that the boat they had chartered for her memorial was named Faith—the very virtue her mother had carried in her heart throughout her life.
Today, Eddie-Jo is passing that same lesson of unshakeable faith to her 27-year-old-son, Paxtin, who sometimes feels overwhelmed by the hostility and hate that some drivers bring to the farm in response to the Israeli flags display. Yet Eddie-Jo anchors their family business in love, prayer, and scripture, turning potential conflict into a bridge for understanding.
Following the atrocities of October 7, Eddie-Jo transformed Powell’s Market into a space for education and dialogue, taking time to teach customers and student workers about the 250 hostages. As an educator, Eddie-Jo actively encourages conversations that challenge perpetual, one-sided narratives.
She teaches her staff and patrons that it is possible to hold space and sadness for both Israelis and Palestinians, refusing to view human suffering as an either-or dynamic. By offering scripture to counter hatred, sharing her and her family’s personal experiences in Israel, and greeting travelers with open arms and shared prayers, Eddie-Jo models how curiosity, empathy, and deep-seated values can foster true understanding in unexpected places.
Ultimately, through her unwavering dedication as a Christian Zionist, she has transformed her roadside stand into a sanctuary of hope and faith—proving that when rooted in prayer, light will always break through the darkness.
Next door to Powell’s is Blue 42’s Brewing Barn, a café operated by Paxtin. The café serves as a living tribute to St. Pierre’s memory. The blue and white decor is a reflection of Eddie-Jo’s love for Israel, while the centerpiece of the café—their coffee maker—is affectionately named “Bubbie” in honor of the family matriarch.
A stop at Powell’s Roadside Market and Blue 42’s Brewing Barn is a heartwarming reminder of how community, culture, and deep-rooted Zionist values can bloom in the most unexpected places.
Israeli flags of Route 168: Inside the pro-Israel legacy at Powell’s Roadside Market
