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Pacific Coast Farmers' Market Association 5056 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 About the Pacific Coast Farmers' Market Association: 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. The mission of PCFMA is to establish and operate community-supported certified farmers' markets and other direct marketing outlets that provide: viable economic opportunities for California farmers and food producers, local access to farm fresh products, support for local businesses and community organizations, and education concerning food, nutrition and the sustainability of California agriculture. PCFMA is governed by aten-member Board of Directors. Three of the Board members are California farmers who have been elected by the farmers that sell within PCFMA's markets to represent farmers' interests. Three other members of the Board are also local farmers, selected by other members of the Board. A certified public accountant, an attorney, a former official with the California Department of Food and Agriculture, and a healthcare administrator round out the Board. PCFMA's Board of Directors entrusts daily management of the organization to John Silveira, PCFMA's Director, and the other members of the organization's management team. The Board provides overall policy guidance and direction for the organization and must give final approval before staff signs any new partnership agreements or the organization opens any new farmers' markets. PCFMA is headquartered in Concord, California: PCFMA; 5056 Commercial Circle, Suite E; Concord, CA; 94520. Questions regarding this proposal should be directed to John Silveira, Director of PCFMA. He maybe contacted by mail at 5056 Commercial Circle, Suite E; Concord, CA; 94520; by email at john@pcfma.com; by fax at 925- 825-9101, or by phone at 925-825-9090. Experience and Technical Competence of PCFMA: PCFMA is entering into its 20th year of service to Bay Area communities through the operation of Certified Farmers' Markets. In 2007, PCFMA operated 45 farmers' markets weekly during the peak of the season. A list of PCFMA's farmers' markets and contact information for select markets is provided as an attachment. The farmers' markets operated by PCFMA vary greatly in size and setup. Some have 70 producers at peak of season while some have only seven. Some are street closures, while others are held in parks. Some occupy parking lots and some are at the doorway to Kaiser Permanente facilities. For each farmers' market, while the operational details vary, PCFMA's approach incorporates four basic principles: create a marketplace that is inviting, friendly, safe and fun; offer the best variety and the biggest selection oftop-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. Market Producers: 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. In late December, 2007, PCFMA