["City & Community, Volume 19, Issue 4, Page 987-1010, December 2020. ", "\nAbstract\nExpanding scholarship on urban farming has not systematically examined what spurs the proliferation of cultivation practices, especially when the city is undergoing economic and social transitions. This study examines the development of the urban cultivation (UC) scene in New Orleans over the decade following Hurricane Katrina with a particular focus on entrepreneurial UC projects. By contextualizing in‐depth interviews with the growers in the historical events in the city, the study finds that the dominant motives of cultivation projects shifted from social missions to economic interests over time, as the city transitioned from recovery to redevelopment. The study highlights the heterogeneity of UC practices, and questions the current scholarship's tendency to situate urban gardens in opposing theoretical frameworks: tools for neoliberal urbanism or food justice activism. The findings show that the distinction between socially motivated and economically motivated UC cannot be easily drawn. Most of the socially motivated UC projects began adopting market participation over time, while many of the economically motivated UC projects operated as social entrepreneurialism. While growers tended to view themselves as alternative to the dominant political‐economic system, they also undoubtedly benefitted from the market‐driven redevelopment of the city that expanded UC opportunities.\n"]