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Pacific Coast Farmers' Market Association page 4 • Of the 23 non - Agricultural producers, eight offered ready -to -eat hot foods, including local restaurant The . Englander. Other non - agricultural producers included bakeries and ethnic specialty food purveyors, as well as producers selling fresh seafood, homemade pastas, fresh fruit sorbets, and olive oil. Six local artisan booths, which included stained glass, jewelry, and handmade soaps, were also in the market area, adjacent to the certified farmers' market. Fostering Community Connections The partnership of the City of San Leandro and the San Leandro Downtown Association — as well as the contributions of other local groups such as the San Leandro Chamber of Commerce — has allowed the farmers' market to foster strong community connections in a short period of time. The number of local businesses and community organizations seeking a space in the market to promote themselves to farmers' market shoppers is evidence that they see the value in the market's presence. The monthly participation in the market by PCFMA's Cookin' the Market chefs and by a Certified Nutrition • Educator from Zest for Life both emphasized the importance of integrating fresh fruits and vegetables into a healthy diet. While these special events were the most visible efforts to encourage healthy food choices, every • week the farmers' market provides health and nutrition information at the market information booth. Additionally, PCFMA's association -wide policy of accepting public benefits — Farmers' Market Nutrition Program coupons through WIC and Supplemental Nutrition Assistance Program (food stamp) benefits via the Golden State Advantage debit card — at all farmers' markets makes healthy, nutritious foods more accessible by low- income families. To ensure a wide variety of choices for shoppers using these benefit programs, PCFMA requires participation by all fanners' market producers selling program- compatible foods In addition to these formal efforts to foster community connections at the Downtown San Leandro Fanners' Market, there are the connections that occur by nature of the farmers' market's presence and operation. These connections can by seen — but not easily quantified — by the hugs exchanged by shoppers in the middle of the street, the number of kids watching the balloon artist, the families sharing tables as they dine in front of the Englander, and the residents who choose to spend time in the market enjoying the music. Building on Current Success to Sustain and Improve the Farmers' Market: The Downtown San Leandro Farmers' Market has been a success since the early weeks of its operation. It has consistently exceeded PCFMA's expectations in terms of the number of farmers and other producers it would support, the number of shoppers that would visit, and the level of community support it would receive from local businesses and community organizations. In the coming years PCFMA hopes to continue to maintain the activities and partnerships that have allowed the farmers' market to prosper, while focusing on six goals that will allow the market to better serve the community. Four of these goals are specific to the market's operations, addressing its product mix, community partners, staffing, and marketing. The remaining two goals focus outward in hopes of further securing the farmers' market as an integral part of the San Leandro community. Expanding the Diversity of Products at the Market In 2010, the Downtown San Leandro Farmers' Market had a wide variety of agricultural and non - agricultural products. All of the main produce categories were represented throughout the season including: asparagus, stone fruit, berries, corn, and vegetables. Additionally, there were eggs, mushrooms, olive oil, honey, a winery, and several flower growers. While there were two organic vegetable farmers —J &M lbarra and Nunez Farm — and both strawberry growers offered organic berries alongside those conventionally grown, the market had no organic stone fruit. As many customers requested organic stone fruit throughout the summer, adding an organic stone fruit grower is a priority for the 2011 season. PCFMA also believes there is a demand for cheese and meat at the San Leandro market, and will be looking to bring these products into the market in 2011. The meat and cheese available in farmers' markets tends to come from smaller, more artisan production, and as a result, the prices tend to be higher than for meats and cheeses found in the grocery store. Similarly, organic stone