Iva Lee Hayes has been with the Watauga County Farmers' Market since it's beginning. She helped organize the market in 1973 and saw it open the following year. At that time the market was located at Boondocks Plaza near Hampton's Body shop. Ten or twelve other vendors participated, but of them, only Iva Lee and her daughter Sissy Moore are still members of the Farmers' Market.

Iva Lee sells all kinds of jams, jellies, as well as local honey, but is most well known for her homemade kraut. She also specializes in freshly baked pumpkin cake.The first week of the market, she brought three pumpkin cakes which were immediately purchased by one of the other vendors. She started baking more, and many Saturdays would sell 40 or 50 individual cakes, some customers buying enough to freeze some for the long winter months ahead. In the last ten years, she has decreased her supply somewhat. Loyal customers know to come early to avoid disappointment.

Also at Iva Lee's booth are many handmade crafts, such as dolls, baby quilts and wall hangings. She also brings plants from her garden, especially hens and chicks.