Food production was mostly perceived as an agricultural issue grounded in a rural hinterland. However, with the social, political and economic crisis especially in the European South urban agriculture is rapidly developing and becoming increasingly important for city dwellers. Drawing on a case‐study of a municipal allotment garden in Northern Greece this article set out to explore the motives of urban dwellers for engaging in urban gardening. We elaborate a typology of gardeners using statistical analysis and Maslow's hierarchy of human needs. We then move from motives to placemaking and argue that despite the recent surge of gardens as places of production and satisfaction of basic level needs, new needs are emerging from lived experiences. Meanings, emotions and memories are embedded in the garden. Self‐actualisation needs are fulfilled, new skills are developed and virtual communities are also grown. This symbiotic relationship of agriculture and the city has yet to reach its full potential in helping city dwellers to overcome what they are deprived of due to the crisis, not only material goods and social benefits but moreover a sense of belonging and self‐respect.