Who we are
We’re nourishing farmers & communities through locally-grown food
Guided by the communities we serve, and in collaboration with other nonprofits, government agencies, and healthcare systems, we’re building resilient food and farming systems through food access, nutrition education, urban agriculture, and community engagement.
We envision a nourished California where every community can access locally grown, affordable, culturally relevant fruits and vegetables, and where small farms have the support and connections needed for their businesses and livelihoods to flourish.
Since 2008, our mission has been to create long-term change in local food systems, by connecting California communities with healthy food from California farmers and expanding knowledge about food and nutrition.
Our Values
Compassion & Nourishment
Rooted in California
Collaboration
Resiliency
“Serving at the farmers’ market was an experience like no other. Witnessing the transformative power of the incentive program brought pure joy to my heart. Each Wednesday, I had the privilege of connecting with both new and familiar customers, and their smiles were genuine reflections of the positive impact the program had on their lives.
Raffaella Cerruti, Development Director
And now, as we celebrate 15 years of service, I can’t help but feel an overwhelming sense of gratitude: our journey at Fresh Approach has been marked by purpose, compassion, and an unwavering commitment to making the world a better place – one smiling face at a time.”
Our Work
Through traditional farmers’ markets and mobile farmers’ markets, expanded fruit & veggie savings programs, and statewide coordination of emergency food assistance networks, our Food Access initiatives strive to bring locally-grown produce to neighborhoods that lack accessible and affordable nourishing food options.
Our Education & Engagement programming cultivates community involvement, nourishes career development opportunities, and shares skill-building resources and knowledge for individuals and families to embrace more resilient and thriving lifestyles for their needs.
Our History
Fresh Approach was founded in 2008 by the Pacific Coast Farmers’ Market Association (PCFMA) to help connect communities to the fresh produce available at farmers’ markets in their neighborhoods.
- 2011: Fresh Approach started to offer the VeggieRx program which provides free, hands-on nutrition and cooking classes through a 16-week course—serving residents living in Contra Costa, Alameda, San Francisco, San Mateo, and Santa Clara counties.
- 2013: Fresh Approach launched the Bay Area’s first Mobile Farmers’ Market truck, that travels to underserved neighborhoods in Contra Costa, San Mateo and Santa Clara counties.
- 2018: FA deepened its work in San Mateo County and merged with another non-profit, Collective Roots, that was based in East Palo Alto. The East Palo Alto Community Farmers’ Market and urban agriculture activities continue to operate today as core programs of Fresh Approach.
- 2020: In response to the pandemic, Fresh Approach coordinated dozens of regional farmers and community-based organizations to deliver food boxes to tens of thousands of food-insecure households across the Bay Area.
- 2022: Fresh Approach started to support the launch of multiple mobile market operations across California as part of an effort to provide training, technical assistance, consulting services, and evaluation for beginning mobile market programs.
- 2024: Fresh Approach launched the Farms Together program statewide, an expansion of its Covid-era emergency farm box project. This project feeds millions of Californias with local produce sourced from small family farms.
- 2025: Fresh Approach began the operation of the NEW East Palo Alto Community Garden at Bloomhouse after our lease at Collective Roots Community Garden came to an end.
