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Pacific Coast Farmers' Market Association Page 7 insight into the products that farmers' markets shoppers wish to buy, the amount that they are willing to spend, and the media outlets through which they had learned about the farmers' market. PCFMA will utilize this information, as well as its years of experience, to target marketing and advertising strategies, as well as operational strategies, for the Downtown San Leandro Farmers' Market. For each farmers' market it operates, PCFMA makes creative use of online media through a detailed website and a subscription-only e-mail list. PCFMA's website provides detailed information about each of PCFMA's markets. The e-mail newsletter alerts subscribers to upcoming market events, new products entering the market and new producers serving the market. The market would also feature market-based promotions that are organized and implemented by PCFMA's marketing department, and that are designed to encourage repeat visits by market consumers. These promotions highlight new products entering the market with discounts, recipes and nutritional information; offer educational and entertaining activities for children, and help to build community within the market. Market events -such as seasonal celebrations and cooking demonstrations -would help to make the market a community destination. PCFMA's "Cookin' the Market" program of cooking demonstrations features local chefs, farmers' market producers, and PCFMA's own in-house chef preparing simple recipes with farmers' market ingredients to show consumers how quick and easy it can be to cook fresh fruits and vegetables and how delicious these healthy recipes can be. The Cookin' the Market program is supported by a three-year grant from Kaiser Permanente's Community Benefit program. The cooking demonstrations, as well as PCFMA's own Grill Crazy summer cooking demonstrations, are not only educational and entertaining, but produce delicious free samples that are proven crowd-pleasers. Within the market, shoppers will find a wealth of information to help inform their shopping choices. PCFMA publishes a quarterly newsletter, Market Thyrnes, which features seasonal recipes, children's activities and useful articles on subjects such as food storage and nutrition. PCFMA also produces a wide range of brochures with seasonal recipes and with educational information on organic farming, sustainable agriculture, nutrition, and food storage and safety. If the proposed site on Parrott Street is selected to house the Downtown San Leandro Farmers' Market, there may be some additional opportunities for advertising and outreach. As the City of San Leandro pursues its plans to develop East 14th Street into a public transit corridor for bus rapid transit, these new marketing opportunities will emerge. A nearby BRT stop will bring hundreds of potential shoppers within walking distance of the Downtown San Leandro Farmers' Market and PCFMA will work to bring them into the market through informational campaigns and special promotions. PCFMA is working on similar strategies in a number of its other farmers' markets in 2008 and those experiences will help to inform a successful transit-oriented campaign for the Downtown San Leandro Farmers' Market. Partnership with Regulatory Agencies: Over the past 20 years PCFMA has developed a strong working relationship with the public officials who certify and inspect the Farmers' Markets, including the Alameda County Department of Agriculture and the Alameda County Department of Environmental Health. PCFMA complies with the California Code of Regulations Title 3. Article 6.5. Food and Agriculture Direct Marketing, which authorizes Certified Farmers' Markets in California and CalCode which works to ensure public health and safety. PCFMA works to ensure compliance with these regulations by all its producers as well. PCFMA adopted Rules and Regulations at its inception. The PCFMA Board of Directors is responsible far an annual review of this important document which is updated on a regular basis. Each producer agrees, as part of their application process each year, to abide by these Rules and Regulations. PCFMA also makes its Rules and Regulations publicly available through its website to inform new producers of the expectations before they enter a farmers' market. PCFMA's close working relationship with regulatory agencies has allowed it to continue to operate three farmers' markets in areas of Santa Clara County that are under a quarantine due to the infestation of the Mediterranean