Fresh Approach Mobile Farmers' Market Returns with New Name, New Look
Five routes launching this February in Contra Costa and Santa Clara Counties
As the Fresh Approach Mobile Farmers’ Market trucks roll into their first stops of the year next week in San Jose, shoppers will notice two big changes: a bright and colorful new look, and the absence of the Freshest Cargo name.


Now known as the Fresh Approach Mobile Farmers’ Market, the two trucks – nicknamed by staff as Cici and Clara, since they serve primarily Contra Costa and Santa Clara counties – have been given a fresh, new paint job featuring bold fruits and vegetables in the design.  With this new look, our hope is that the trucks will be instantly recognizable as a place to buy fresh, delicious, locally grown fruits and vegetables.

Though our loyal shoppers have come to know the Freshest Cargo name over the past 5 years, we have decided to retire this name in favor of Fresh Approach Mobile Farmers’ Market. We believe this change will help increase awareness of Fresh Approach and our other programs in the communities we serve, and reduce the confusion that sometimes resulted from having two very similar names. All too often we heard from shoppers and community members who were familiar with Freshest Cargo, but who had never heard of Fresh Approach!

While the trucks might look shiny and new, the Fresh Approach Mobile Farmers’ Market program is the same you’ve come to know and trust. We continue to source all of our produce from Certified Producers within 200 miles of the San Francisco Bay area, ensuring that the food you see at the truck is truly local. Our program specialists prioritize purchasing from beginning and minority farmers who use sustainable growing practices, and strive to offer the highest quality produce at a price that’s sustainable for both customer and farmer (learn more about our sourcing guidelines here). And we will continue to offer a 50% discount to shoppers who receive CalFresh (SNAP), WIC, SSI, SSDI, and Medi-Cal benefits, for up to $20 in free produce per market day. As the Fresh Approach Mobile Farmers’ Market returns to communities, we look forward to seeing lots of familiar faces at the truck. We hope you’ll join us at our season kickoff this week in San Jose (Tuesday, 2/19), Richmond (Wednesday, 2/20), Sunnyvale (Thursday, 2/21), and San Pablo (Friday, 2/22)!

To view our full list of Fresh Approach Mobile Farmers’ Market stops, check our complete route schedule here.

Sign up for the Fresh Approach Mobile Farmers’ Market email list and be the first to hear about route alerts/changes, inventory lists, and seasonal recipes featuring produce on the truck!

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