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Pacific Coast Farmers' Market Association <br />Anon-profit community services organization <br />January 10, 2008 <br />Ryan Evans <br />Development Planner <br />City of San Leandro, Office of Business Development <br />835 East 14th Street <br />San Leandro, CA 94577 <br />Dear Mr. Evans: <br />The Pacific Coast Farmers' Market Association is pleased to provide a Proposal to Provide Farmers' Market <br />Management and Operation Services for a Downtown Farmers' Market in the San Leandro. <br />The Pacific Coast Farmers' Market Association (PCFMA) currently operates over 40 farmers' markets in seven <br />Bay Area counties and would be proud to partner with the City of San Leandro to launch a new farmers' market <br />in the downtown area. <br />One of the many lessons that PCFMA has learned in its 19 years of experience in successfully operating farmers' <br />markets is that each farmers' market must be a reflection of its community. The layout of the market, the mix of <br />producers and products, the advertising and community outreach and the in-market events must all be designed to <br />address the particular needs of the local community. <br />The enclosed proposal outlines PCFMA's experience, operational philosophy and management style. It also <br />suggests ways in which the market might operate. If given the opportunity to launch a new farmers' market in <br />downtown San Leandro, PCFMA would look forward to the opportunity to meet with local stakeholders such as <br />city staff, the San Leandro Downtown Association and the San Leandro Chamber of Commerce to learn more <br />about each group's goals for the market. The measurement of success of the Downtown San Leandro Farmers' <br />Market is not just how many people shop and how much produce the market sells, but how well the farmers' <br />market is able to partner with the city, local businesses and local community organizations in pursuit of their <br />goals. <br />Thank you for this opportunity to present our qualifications to serve as the operator of the Downtown San <br />Leandro Farmers' Market and for helping to create to new outlet for California's small family farmers to sell (heir <br />fine products. <br />We look forward to hearing from you soon. <br />Sincerely, <br />John Silveira <br />Director <br />5056 Commercial Circle, Suite E • Concord, CA 94520 <br />Ph: 925-825-9090 • Fax: 925-825-9ioi • www.pcfma.com <br />