Bringing the Farm to You: Fresh, Affordable, and Accessible
“The Mobile Farmers’ Market program is very special to me because it’s a direct reflection of how necessary programs like these are for assisting families in creating nourishing meals at home at an affordable price. The market also lends itself to building a sense of community and family amongst the shoppers: it’s very special to be able to introduce our VeggieRx class participants to the truck!”
-Darolyn Turner, Food Access & Nutrition Education Program Specialist
Fresh Approach’s Mobile Farmers’ Markets began in 2013 as a way to bring fresh local produce to Bay Area neighborhoods that lacked access to fruits and veggies. Our Mobile Farmers’ Market trucks make it possible for local farms and urban growers to sell in communities that would otherwise lack access to their fresh seasonal produce, while helping small farmers diversify their sales through guaranteed weekly orders for our two trucks.
In the years prior to launching the program, Fresh Approach’s team focused on outreach efforts to encourage SNAP/CalFresh recipients to shop at farmers’ markets. So, we decided to flip the script and bring the locally-grown produce to the shoppers.
But that’s not all: for shoppers who have SNAP/CalFresh or participate in any other government benefits program, we’re able to offer them a 50% discount on the fruits and vegetables on the truck. This expanded match is unique. We built this expanded incentive program because we recognized that although CalFresh is a vital security net for food insecure Californians, it does not cover everyone.
“The joy of the Mobile Farmers’ Markets is in the shoppers. More than a lot of programs at Fresh Approach, the market is woven directly into the community. Over the years we have watched children grow from babies to teenagers, we have watched grandmothers reverse their symptoms of diabetes, we have seen community members become volunteers and then full-time staff members, and we have watched shoppers meet at the truck and become friends. This program was designed to address food insecurity, but at its core it is really a program of community connectedness and healing.”
-Andy Ollove, Food Access Program Director
Nourishing the Community, One Shopper at a Time
When shoppers like Bernard visit our Richmond Mobile Farmers’ Market stop each Wednesday at the Richmond Public Library, they are not only nourishing themselves with locally-grown food but also supporting the local food system.
Bernard grew up in Detroit with a loving relationship with food. From eating locally grown apples to helping his grandmother pick collard greens from her backyard garden and harvesting beans on his granddaddy’s farm in Alabama, Bernard has always appreciated the value of accessing fruits and veggies.
He first learned about the Mobile Farmers’ Market truck from our Food Access & Nutrition Education Program Specialist, Darolyn Turner, and her mother, Community Ambassador, Towanna Turner, when he was shopping at the Richmond Certified Farmers’ Market. Hearing about the 50% discount on fruits and veggies prompted him to start shopping with us, enough so, he gets to the market an hour before the truck arrives.
“I’m even in a friendly competition with three other shoppers to be the first in line at the mobile farmers market truck!”
For Bernard, being disabled living on a fixed income, our Mobile Farmers’ Market truck gives him the ability to purchase more of his favorite foods, like celery, romaine lettuce, avocados, green beans, lion’s mane mushrooms, watermelon, cantaloupe and strawberries, he would otherwise not be able to easily access.
He even attributes his regular shopping visits to the truck with his increased energy and weight loss!
Bernard also deeply praises our team for their work at setting up the truck and connecting with community members over all the different seasonal fruits and veggies:
“All praises to Towanna and Darolyn for the work they do for us mobile farmers market shoppers. I would volunteer if I was not disabled i’m encouraging a family member to volunteer with the mobile farmers market.”
Looking Ahead: Expanding Our Impact
That’s why we’re especially excited for the launch of our new Mobile Farmers’ Market truck, which has now made its way to our Antioch and Richmond sites—thanks to the success of our fundraiser last summer! Darolyn also shares that the new truck is going to enable the team to more efficiently serve the communities with more fresh produce.
Over the next few years, we will be partnering with local health clinics by bringing our Mobile Farmers’ Markets to better serve individuals and families with chronic health conditions related to nutrition and food insecurity. Ultimately, our hope is that a doctor can “prescribe” their patient a visit to our Mobile Farmers’ Market as part of their patients’ care.
Bernard’s story echoes increased access and consumption of fresh fruits and vegetables creates long-term health impacts, and we believe our mobile market can be a model for health systems to invest in nutritional security for their patients.
Want to learn more about our Mobile Farmers’ Market program?
