RDA Agmt 2008 Pacific Coast Farmers Market Assn

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Pacific Coast Farmers' Market Association Page 4 distributed renewal packets to 313 certified agricultural producers and 186 non-agricultural producers who had sold in one or more of PCFMA's farmers' markets in 2006, and distributed more than 40 new producer packets to additional fanners and food producers interested in selling in PCFMA's markets for the first time. In addition, PCFMA conducts new producer recruitment campaigns through its website, through direct mail to agricultural organizations, and at industry events such as the EcoFann conference and the California Small Farm Conference. Between 2004 and 2007, PCFMA estimates that it has retained 72% of the agricultural producers and 52% of the nonagricultural producers who sold in the PCFMA's markets in 2004. And during that time, PCFMA's database of producers has increased by 39%, providing economic opportunities for additional producers. This incredible resource of farmers and other food producers allows PCFMA to bring a wide diversity of product to each market. Farmers bring fresh fruits and vegetables, including both organic and conventionally-grown produce; heirloom varieties of apples, tomatoes, and other well-known products; fresh-cut flowers; nuts; honey; and specialty products popular in ethnic cuisines such as bok Choy, bitter melon, daikon and opo. Non-agricultural producers add additional variety to the market with fresh-baked breads and pastries, gourmet sauces, ready to eat foods, and the ever-popular kettle corn. In many markets, where there is sufficient customer demand, PCFMA is also able to bring in farm-fresh eggs and locally-caught seafood. PCFMA does not typically allow craft items in its markets, other than its Saturday morning market in Vallejo. In some communities, PCFMA has partnered with a local organization to bring in a limited number of locally- produced, hand-crafted artisan products. If there is a local organization willing to partner with PCFMA in this effort, we would be happy to create a space within the Downtown San Leandro Farmers' Market for these types of items. Community Partners: Another essential element of a successful farmers' market is the partnership with local community organizations. PCFMA works with a wide variety of organizations across the Bay Area. In many communities PCFMA works directly with a local municipal government. For example, in Danville PCFMA works with the town's economic development department, in Pinole and Pittsburg PCFMA works with the city's recreation department, and in the Evergreen District of San Jose, PCFMA works with the office of the Vice Mayor of San Jose. In other communities PCFMA works with business-oriented groups: downtown associations in Livermore, San Jose, Vacaville, and Fairfield; merchant's associations in the 25th Avenue area of San Mateo and the Irvington district of Fremont; and the Chamber of Commerce in San Carlos. PCFMA works with commercial entities as well, including the staff of Santana Row in San Jose, Jack London Square in Oakland, and the Cupertino Square shopping center. And PCFMA has partnered with Kaiser Permanente to bring Certified Farmers' Markets to Kaiser Permanente facilities around the Bay Area, including the Hayward medical center and the Union City medical offices. PCFMA sees these community partners as advisors, particularly on merchant- and community-related issues, and seeks opportunities to work with them to implement the cooperative marketing ideas that support both the farmers' market and local business and community organizations. Market Logistics: PCFMA has extensive experience with farmers' market logistics in a wide variety of locations including streets, parking lots, parks, shopping centers, medical facilities and even a parking garage. Street closures, like that proposed by the City of San Leandro are not unusual. In 2007 PCFMA utilized street closures for a number of its farmers' markets including ones in Pleasanton, Vallejo, San Francisco's Fillmore neighborhood, San Carlos, Fairfield and downtown San Jose. The most important element to consider for any street closure is safety. PCFMA is committed to maintaining its farmers' markets as safe spaces for its producers, its staff, and the general public. To ensure the movement of the producers in and out of the farmers' market occurs in a safe manner, PCFMA will develop a set of Standard Operating Procedures for the farmers' market. This document will detail market-specific