RDA Agmt 2008 Pacific Coast Farmers Market Assn

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Pacific Coast Farmers' Market Association Page 8 Fruit Fly. Working closely with representatives from the California Department of Food and Agriculture and the United States Department of Agriculture, PCFMA assisted its farmers in those markets in adjusting their packing and display procedures to minimize obstacles for the customer and potential waste for the farmer, while helping to protect against the possible spread of the fruit fly. PCFMA also worked to arrange for local community groups to pickup the fresh product that could not be removed from the quarantine zone for use in community food programs. Method of Accomplishing the Work: PCFMA is dedicated to being a professional organization that provides a consistently high-quality service to its consumers, its sponsors and its producers. This philosophy is captured in the formal rules and procedures that PCFMA employs, as well as in the manner and attitude of all PCFMA employees. PCFMA plays an essential role in establishing and maintaining Certified Farmers' Markets. PCFMA coordinates with the California farmers who bring their products to market, the California Department of Food and Agriculture that enforces the Direct Marketing Statutes as set forth by the State Legislature, county Agricultural Commissioners who approve all farmers' market locations and certify California farmers, local county health departments at each market site, and the markets' sponsors. By acting as a liaison among all these parties, PCFMA is able to operate successful Certified Farmers' Markets. PCFMA's technical expertise goes beyond the markets themselves to include strategies to maximize the promotional opportunities of Farmers' Markets located in and around retail shopping areas, Business Improvement Districts and California Main Street Programs. The success of each farmers' market is measured by its impact on businesses surrounding the market, as well as by the impact on the producers that sell within the farmers' market. PCFMA's success is apparent in many different areas. PCFMA is the largest Farmers' Market Association in the State of California and the second largest in the nation. PCFMA takes its position as a leader in California's agriculture industry very seriously. Members of PCFMA's staff and Board of Directors serve on the Board of Directors of the California Federation of Certified Farmers' Markets, the California Small Farm Conference, and the state's Agricultural Direct Marketing Advisory Committee, and PCFMA is a member of the North American Farmers' Direct Marketing Association. PCFMA's team of market managers are a diverse group. Some have been managing farmers' markets for over ten years, while others are completing their first year of work in farmers' markets. Some bring an interest or background in farming, while others are dedicated the environmental benefits that come from the "buy local" message of the farmers' markets. One thing that all of these market managers have in common is a commitment to supporting, sustaining and growing farmers' markets as community gathering spaces and successful outlets for small farmers. Developing good communication skills and utilizing them on market days is the single most important managerial skill a market manager can possess. PCFMA conducts training in this important skill for all new managers. Additionally, we conduct regular manager meetings to provide support and continuity for our staff. Every PCFMA market manager is taught the "Disneyland" approach to working with the public -the customer is always right and the site is always clean, safe, fun and festive. PCFMA also maintains a list of entertainers that perform a variety of different musical styles at several of PCFMA's markets. These artists range from jazz trios, to country banjo, to classical harpists. All of the performers are carefully screened by PCFMA to ensure that their performances will enhance the shopping experience for market visitors. In addition, PCFMA works with local government agencies and nonprofit organizations to promote public benefit programs that can be used at Farmers' Markets, such as the Golden State Advantage electronic benefits card that has replaced food stamps and the California Farmers' Market Nutrition Program serving families in the federal WIC program and low-income seniors.