BusHsgDev Highlights 2011 0113 - Laserfiche WebLink

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Pacific Coast Farmers' Market Association Page 2 About the Pacific Coast Farmers' Market Association: 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. The mission of PCFMA is to establish and operate community- supported certified farmers' markets and other direct marketing outlets that provide: viable economic opportunities for California farmers and food producers, local access to farm fresh products, support for local businesses and community organizations, and education concerning food, nutrition and the sustainability of California agriculture. PCFMA is governed by a nine - member Board of Directors. Three of the Board members are Califomia farmers who have been elected by the farmers that sell within PCFMA's markets to represent farmers' interests. Three other members of the Board are also local farmers, selected by other members of the Board. A certified public accountant, an attorney, and a former official with the California Department of Food and Agriculture round out the Board. PCFMA's Board of Directors entrusts daily management of the organization to John Silveira, PCFMA's Director, and the other members of the organization's leadership team. PCFMA has been serving Bay Area communities since the organization's founding in 1988. In 2010, PCFMA operated 64 farmers' markets weekly during the peak of the season. The farmers' markets operated by PCFMA vary greatly in size and setup. Some have 70 producers at the peak of season while some have only seven. Some are street closures, while others are held in parks. Some occupy parking lots and some are at the doorway to Kaiser Permanente facilities. This wide range of experience allows PCFMA to easily adapt to changing conditions, to take on new challenges and to pursue new opportunities. • PCFNIA was selected by the City of San Leandro in 2008 to serve as the operator of the new Downtown San Leandro Farmers' Market. In the three seasons that the farmers' market has been open, it has operated on 74 market days, prompted an estimated 123,000 shopper visits, and provided economic opportunities to an average of 39 farmers and other producers weekly. Significant Accomplishments at the Downtown San Leandro Farmers' Market: PCFMA's approach to operating farmers' markets incorporates four basic principles: • 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. • Use the market as a venue to foster community connections, encourage healthy food choices, and support local businesses. The first three years of the Downtown San Leandro Farmers' Market's operation clearly show each of these principles in effect. Creating a Fun and Inviting Marketplace Working in partnership with the City of San Leandro and local merchants, the farmers' market has developed a layout that maximizes traffic flow, creates an attractive event space, and accommodates a large number of producers. Another element contributing to an inviting marketplace has been the ability of the farmers' market to make use of the parking lot adjacent to Parrott Street for hot foods, live music, and the community gathering space of the • market. This would not have been possible without the partnership with The Englander and Allphin Jewelers. The improvements that these businesses, the property owner and the City of San Leandro have made to the parking lot and the surrounding businesses has made this an even better gathering space for market customers. • •