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Pacific Coast Farmers' Market Association '3 .1•? j • %ET 5060 Commercial Circle, Suite A, Concord, CA 9452o h , + • 9 5 -82 5 - 9 0 9 0 • 9 (fax) • www.pcfma.com Proposal to Provide Ongoing Farmers' Market Management and Operation Services for the Downtown San Leandro Farmers' Market Executive Summary: The Pacific Coast Farmers' Market Association (PCFMA) is a not - 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. PCFMA is proud to offer this proposal to continue to operate the Downtown San Leandro Farmers' Market. In 2008, when the City of San Leandro first selected PCFMA to operate the Downtown San Leandro Farmers' Market, PCFMA presented four basic principles of market operation: create a marketplace that is inviting, friendly, safe and fun; establish and enforce a system of market rules that promote compliance with local regulatory agencies while supporting the long term sustainability of the market; offer the best variety and the biggest selection of top - quality food products that the market can bear; and use the market as a venue to foster community connections, encourage healthy food choices, and support local businesses. • Those principles guided the development and operation of the farmers' market over the past three seasons, and from the response to the market from both producers selling in the market and consumers shopping the market, we believe that we have created a strong, vibrant and dynamic farmers' market that is an asset to the San Leandro community. While we are proud of what we have accomplished, we recognize that there is still more work to be done. We remain committed to the continual improvement of the market so that it remains a center of community activity for San Leandro residents. In upcoming seasons, if PCFMA is allowed to continue to operate the Downtown San Leandro Farmers' Market, we propose to pursue five goals that will support the market's ongoing growth and development: • Expand the Diversity of Products at the Market • Grow the Partnership with the San Leandro Downtown Association • Support Market Ambassadors • Attract new Customers with new Marketing Strategies • Expand Access to Fresh Food by Families on Public Assistance The Pacific Coast Farmers' Market Association has a long record of success, and a strong commitment to the fanners that sell within its markets and to the communities in which it operates farmers' markets. The size of the organization, the experience of its staff, and the leadership of its Board of Directors make the Pacific Coast Fanners' Market Association uniquely qualified to continue to serve as the operator of the Downtown San Leandro Farmers' Market.