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Pacific Coast Farmers' Market Association 'j' So56 Commercial Circle, Suite E, Concord, CA 94520 925-$25-9090 • 925-825-91oi (fax) • www.pcfma.com Proposal to Provide Farmers' Market Management and Operation Services for a Downtown Farmers' Market in the City of San Leandro Executive Summary: The Pacific Coast Farmers' Market Association (PCFMA) is anot-for-profit corporation that organizes, operates and promotes certified farmers' markets in the San Francisco Bay Area. PCFMA was incorporated in 1988 and is recognized by the Internal Revenue Service as a 501(c)5 agricultural organization. PCFMA's is proud to offer this proposal to operate the Downtown San Leandro Farmers' Market. In 2007, PCFMA operated 45 farmers' markets weekly during the peak of the season. For each farmers' market that PCFMA operates, while the operational details vary, PCFMA approach incorporates four basic principles: create a marketplace that is inviting, friendly, safe and fun; offer the best variety and the biggest selection of top- quality food products that the market can bear; use the market as a venue to foster community connections, encourage healthy food choices, and support local businesses; and establish and enforce a system of market rules that promote compliance with local regulatory agencies while supporting the long term sustainability of the market. Central to the success of every market are the producers that sell within the market. PCFMA works with hundreds of California farmers and food producers from around the state that each bring their products to one or more of the farmers' markets operated by PCFMA. To build the Downtown San Leandro Farmers' Market, PCFMA would draw upon this existing list of producers and seek the participation of local entrepreneurs that might be interested in becoming a part of a farmers' market for the first time. Another essential element of a successful farmers' market is the partnership between the farmers' market and local community organizations. As the operator of the Downtown San Leandro Farmers' Market, PCFMA would seek out opportunities to join local organizations such as the San Leandro Downtown Association or the San Leandro Chamber of Commerce, and seek ways is which a partnership with these organizations can benefit the farmers' market and the community as a whole. PCFMA proposes to operate the Downtown San Leandro Farmers' Market on Wednesday evenings, from 4:OOpm to 8:OOpm, beginning Wednesday, June 4 and continuing through Wednesday, October 22, 2008. In 2009 and beyond, the schedule of dates for the market, as well as the hours of operation, would be adjusted to maximize opportunities for farmers, local businesses and shoppers. The proposed site for the Downtown San Leandro Farmers' Market on Parrott Street offers a number of logistical challenges, including access to parking lots along the street, and one of PCFMA's first steps, if given the contract to operate the farmers' market, would be to work with the City of San Leandro to address the logistical challenges of the Parrott Street location or to help identify an alternative location. Through the operational details and the marketing and advertising plan, PCFMA would work to build and then reinforce local connections to the Downtown San Leandro Farmers' Market. PCFMA's goal is that all who shop at the Downtown San Leandro Farmers' Market will see the market as belonging to the citizens of San Leandro, not as belonging to PCFMA. The Pacific Coast Farmers' Market Association has a long record of success, and a strong commitment to the farmers that sell within its markets and to the communities in which it operates farmers' markets. The size of the organization, the experience of its staff, and the strength of its leadership within the PCFMA Board of Directors make the Pacific Coast Farmers' Market Association uniquely qualified to serve as the operator of the Downtown San Leandro Farmers' Market.