The Fresh Approach Mobile Farmers' Market Is Making Local Fresh Food Accessible

America faces a food crisis. In 2020, the USDA estimated that more than 38 million people lived in food-insecure households, meaning they lacked consistent access to nourishing food. As the pandemic has caused job losses and made precarity a growing reality for more and more people, lines at soup kitchens and food banks have swelled over the last year and a half, covering miles of ground as more than 60 million individuals sought help from free or reduced food programs. Across the country, cities teem with contrasts: On one corner of a neighborhood, a farmers’ market draws shoppers who can afford fresh produce. On the other corner, a mother struggles to feed her children. (Many Americans who need food assistance do not qualify for federal programs such as SNAP.)

These grave facts stand in stark contrast to the harsh realities on the other end of the US food spectrum: Nearly 40 percent of our food supply is wasted, meaning sustenance that could have nourished people instead rots in landfills. In addition, swaths of the US are defined as food deserts, areas where residents have little, or sometimes no, access to affordable, fresh, nutrient-dense foods. “Disproportionately found in high-poverty areas, food deserts create extra, everyday hurdles that can make it harder for kids, families, and communities to grow healthy and strong,” states the Annie E. Casey Foundation.

As a media and educational platform that explores food and its impact on our lives, we cannot look away from this reality. We have an obligation to fight this. To do our part. In this light, we will amplify the voices and efforts of those on the front lines working to eradicate food insecurity and hunger. There is serious work being done to build greater awareness around the gaps in the food system, all led by steadfast workers that stem from various walks spanning various industries, from the restaurant world to the nonprofit sector. In our new series, Prima for Good, we’ll spotlight organizations and individuals doing just that. Up first: The Fresh Approach Mobile Farmers’ Market, which you can learn about below.

Our conversations around food need to expand. We must recognize that with every recipe created, every restaurant visited, and every farmers’ market shopped, people lack equity and access to the most basic human right. We hope this series builds stronger awareness and understanding of the fight we must win until every person has unobstructed, lifelong access to fresh food.

Prima for Good Spotlight: Fresh Approach Mobile Farmers’ Market

Thirteen years ago, the Pacific Coast Farmers’ Market Association founded Fresh Approach, a non-profit dedicated to bridging the gap between fresh farmers’ market offerings and low-income customers across California's Bay Area. Over the years, Fresh Approach’s programs have evolved in several areas, including community gardening and urban agriculture; nutrition education; and fresh food access, including its Mobile Farmers’ Market program, which it started in 2013.

The Mobile Farmers’ Market concept is simple and positive: Take the freshest, seasonally picked produce grown by local farmers and bring it to nearby communities (mainly those that are low-income and lacking access to fresh foods) at affordable prices—with a 50 percent discount offered to those who qualify for federal assistance benefits (or who identify as needing the benefit). A pint of organic, locally picked strawberries, for instance, costs $1.50.  “Every week, we’re providing really high-quality, California-grown produce that’s better than anything nearby,” Fresh Approach food access program director Andy Ollove tells us.

When we spoke with Ollove, he told us about the plight of too many people across the US who lack access—financial, geographical, or both—to fresh produce. He says the concept of putting nourishment on wheels to bridge the gap is one he’s seeing has continued promise. “In the last few years, the mobile farmers’ market model has been quite successful and replicated around the country,” he says. “We are actually working on beginning coalitions around mobile farmers market groups in California and have other partners nationally.”

But as any non-profit proves, the mobile farmers’ market project—albeit promising and positive—is not a sustainable business model and therefore requires grant-funding and activist minds to keep it running. While the federal program has helped shoppers on CalFresh, California’s food stamp program, Ollove says those programs help only about 30 percent of Fresh Approach Mobile Farmers’ Market shoppers. This requires Fresh Approach to continuously fundraise to subsidize the remaining 70 percent of customers who need food or financial assistance.  

Considering this, Ollove says shopping locally at your farmers’ market and finding those who are “facilitating the connections between the local farmers and the low-income populations'' is a critical way to support the efforts of nonprofits focused on food equity. “There are groups like us scattered in every city in the country, at least small and mid-size cities,” says Ollove. “They're all in the same ecosystem of improving the food system toward access.”

3 Ways to Fight for a Healthier Food System

First, the dark truth: We know the food system in the U.S. is broken. Copious food is left wasted each year while millions face food insecurity. People are sick from diet-related issues. Animals in factory farms suffer abuse. There is a lack of access to fresh foods. These examples, as well as the others we’ve written about, are unsettling.

What is even more disturbing is the fact that these issues are not natural occurrences. They’re entirely human-caused. You can’t look at any of these problems without seeing the direct line to the giant corporations set on one goal: profit. As dark as this is, acknowledging this fact opens the gate for the light: We can fight back.

We don’t say this lightly. Fighting the massive corrupt food system is a gigantic battle. Policies need to change, as do allowances for systemic corruption and moneyed lobbyists. But pushing back and fighting for a world in which the way we grow, source, and distribute our food is equitable and humane is a feat we cannot avoid—and it takes every one of us.

Considering all time and financial budgets, here are three ways to start.

1.)   Shop the farmers’ market. It’s more nutritious. It’s tastier. It’s even more fun. But that’s not the only reason we always tout shopping at your farmers’ market. Getting your produce, meats, and other goods from local farmers and purveyors means you’re putting dollars in their pockets rather than in the bank accounts of Walmart and Tyson. It comes down to supply and demand. Take the power out of the giants’ hands and back into those who care.

2.)   Shop small. It’s common and disheartening: You pick up an “organic” food item thinking you’re making the healthier choice. Then you look closely and see the name ‘ConAgra’ on the label. A handful of corrupt food giants have a monopoly on the foods available in markets, including those labeled as organic, natural, and the like. It can be hard to avoid these companies all together, but sourcing some staples from small, local, independently owned brands can help to take some wind out of the giants’ sails. It’s also a way to connect with your community. (Note: If you’re looking for tips on small brands to shop in your city, send us a note and we’ll sleuth some finds for our next Conscious Small Brands Guide.)

3.)   Support the organizations doing the legwork. A varied mix of non-profits and other organizations are working to fight corporate control and food injustice. The Institute for Local Self Reliance, which focuses on empowering local business, and The Human League, which fights for humane and just food practices, are two endeavors doing noble work. Supporting their efforts can come in many forms, such as signing up for their newsletters, following them on social media, making a donation, or signing a petition.

Curious to learn more about sustainable food systems? Join Nichole and ethnoecologist Robin Currey for their conversation on food resilience, local sourcing, and more at our upcoming HEAL with PrimaFoodie Summer Health Summit. Learn more and get your tickets HERE.

Why Regenerative Agriculture Matters

For decades, agricultural research has shown a startling trend: the nutritional content of the fruits and vegetables we grow in the US has been declining. Vitamins, proteins, and minerals have dropped—in some crops by approximately 50 percent since the 1950s.

This points to how we grow and cultivate fruits and vegetables today. Industrialized farming is extractive and harmful. These methods prioritize higher yields, fueling the use of toxic chemicals and other harmful practices. The consequences of this are great suffering. The Earth’s soil is becoming increasingly depleted (resulting in higher carbon dioxide levels in the air). Our fruits and vegetables are lacking nutrients. And humanity’s health is suffering.

Farmer Lee Jones sees—and lives—part of the solution. As head farmer at The Chef’s Garden, his family farm in Ohio, Farmer (as he’s called) practices regenerative agriculture, a method that honors the Earth, rebuilds soil and biodiversity, and reverses the harms of climate change. Rather than solely extracting from the land, regenerative farming is about “rebuilding, regrowth, and rebirth,” as Farmer puts it, so it honors all stakeholders—people, animals, and planet. It focuses on “healthy soil, healthy vegetables, healthy people, healthy environment,” he says.

But again, this is only part of the solution. The other (arguably just as critical) part focuses on us: Consumers need to create the demand for regenerative farming and the produce it yields. The following points should jolt us into supporting better practices.

3 Reasons to Support Regenerative Agriculture

1. This method can rebuild the nutrients in our fruits and vegetables. Farmers’ work at The Chef’s Garden is proof. “What we’re seeing is nutrient levels of 300 to 500 times higher than the USDA average,” he says of his and his family’s yields.

2. Our health depends on it. “We produce food cheaper than any other country in the world yet we have the highest healthcare [costs],” says farmer. By continuing to support industrialized farming methods, we deprive ourselves of clean, nutrient-dense food, which puts our immunity and health at risk.

3. The flavor and taste of our food will improve. Research shows that over the last 50-plus years, consumers’ satisfaction from fruits and vegetables have plummeted because of a decline in taste and texture. Regenerative methods will not only bolster nutrient content; it will bring the sweetness and snap back to fresh peas and the juiciness to just-picked tomatoes.

As Farmer says, “We didn’t get into this mess overnight and we’re not going to fix it overnight. What we can do is educate ourselves, share our knowledge, and “get out to the farmers markets” and support the farmers and efforts that are working in the right direction.

Let’s all create the demand.  

Visiting Your Local Farmers' Market? Here's What That Really Means

Visiting your local farmers market isn't about spending an hour wandering through a maze of inconsistent offerings. It is about doing something that is good for you. People who consistently buy produce, dairy, and other provisions from their local farmers’ market benefit in three ways: better nutrition, stronger community connections, and ongoing learning. And that is just the start. Drawing on my own experience and research, the reasons to go to the farmers market are wide-ranging, making it easy to turn this trip into a lifetime habit.

Nutrient-dense produce. Farmers’ market fruits and vegetables are picked at peak freshness, often the morning of or the day before, so they retain higher nutrient levels. Farmers' proximity makes this possible, whereas most commercial produce (organic and conventional) is farmed farther away. This means produce is often picked days, sometimes weeks, before it ripens so it can be packaged and shipped. Research shows these methods can reduce fruits and vegetables' nutritional value by up to half by the time they reach the grocery store. In contrast, locally sourced produce has higher vitamin and mineral integrity.

Lower carbon footprint. Because farmers' market produce hasn’t traveled thousands of miles to reach you, it has a smaller environmental impact from transport. Also, farmers and purveyors are more likely to follow mindful, sustainable practices.

Greater food transparency. Market vendors are often closely involved in the practice, most often the actual farmer. They are passionate about what they do and are often thrilled to share their farming practices. When I meet a new vendor, I like to ask about their methods. Some questions to consider are:

• Are they certified organic? If not, do they spray pesticides?

• Is there risk of pesticide contamination from neighboring farms?

• Do they sell what they grow?

• Do they use GMO (genetically modified organism) seeds?

• How are their animals housed and fed? Do they have outdoor pasture?

• If the farm processes its own animals, how does it do that?

Larger food processing operations and commercial farms, even certified organic ones, can still use cruel animal practices or have a high carbon footprint. This is why so many are often cloaked in secrecy, unlike smaller local farms that tend to welcome visitors and answer questions. So, talk to your vendors. They love building relationships with customers.

Vibrant flavor. Hands down, farmers market produce tastes better. A fresh tomato from the grocer and one from the farmers market are like two entirely different pieces of produce. The farmers market pick bursts with brightness, sweetness, tanginess, and lots of juice. The grocery store option will taste watery at best. This all goes back to its being picked at peak ripeness and not having to travel so far.

Seasonality and better variety. Go to the grocery store in November, and you’re likely to see the same produce you see in June. Head to the farmers market in November, and you’ll find kohlrabi, blue hubbard squash, and cardoons. The grocer’s goal is to stock the most popular and profitable produce year-round—even if that means sourcing it from South America. The point is, everything at the farmers market is local and seasonal, opening up a new world of fruits and vegetables that rarely get real estate in the produce aisle.

As you’ll see, shopping at the farmer’s market is part of a lifestyle shift. A consistent part of my family’s weekly routine, it's how we connect with our community and the food we eat.

To borrow from Michael Pollan, we have become a nation of “industrial eaters,” expecting access to any type of food at any time. This comes at the cost of our health and perpetuates a corrupt food system. By making small shifts in how we shop, we can create bigger waves of change at home, on our plates, and around the world.

How to Make the Most of the Farmers Market

Shopping at your local farmers market is a wonderful way to increase the nutritional value of your food, reduce your environmental impact, and connect with your community. It can also be intimidating if you don’t know where to start. That’s where some planning ahead and strategy go a long way. 

Before You Go:

Plan your meals for the week. This doesn’t have to be thorough. Even mapping out three to five meals (including plans on how to repurpose leftovers) will help you structure your trip and reduce food waste. If this seems intimidating, take a look at my meal planning basics.)

Take stock of what you have. The day before you shop (this is usually Friday for me) take a look in your refrigerator and find creative ways to use up your remaining produce and leftovers. Some of my favorite quick and easy ways to reduce food waste include chopping up leftover veggies for a pizza topping, or baking them into a quiche. 

Make room. Toss any wilted or rotten produce, and any spoiled leftovers from the week. Give your produce bins a quick clean with a 10:1 water and alcohol mixture, or a 1:1 white vinegar and water mixture. (For more information on how to set up and maintain an orderly refrigerator, take a look at my guide.) 

Create a list (and leave room for inspiration). Beginning with a plan helps you use discretion when buying impulse items. This can be a rough idea on a sticky note or a three-tab spreadsheet. Stick to what works for you. Perusing the farmer’s market is a wonderful way to discover new things, so allow yourself room to make one or two unplanned purchases each week. If something is unfamiliar, talk to the farmer or vendor about how to eat it. They are usually happy to share ways to prepare, cook and pair their food.

While You’re There:

Bring a carrying system. I always take a small pushcart. It doesn’t take up too much space and saves my back, neck, and shoulders. If you bring canvas bags, save your heavier items for last, and be sure you make your way through your list before adding your weekly impulses and inspirations. Keep your storage space in mind, as this will help to keep impulse purchases in check.

Walk the market. This way, you can see what the vendors have on offer that week. Stop to look at the produce. Farming can be variable, and crops can be different week to week. Once you’ve seen what is available, make your purchases on your walk back. Our farmers market stretches four street blocks. This process keeps me from getting overwhelmed and making the smartest choices.

Talk to the vendors. Not every farmer and purveyor will be certified organic, and that is okay. There are some non-organic designated farmers who still use organic practices. They may be too small to afford the lengthy and costly certification. For many small or newer farms, this process can be prohibitive. Always ask the vendor (who is often the farmer, a direct source of valuable information) about their practices. 

Enjoy the experience. Approach it with a positive mindset. Plan it as a fun event with yourself, your partner, or your family. (I like to carve out an hour to really enjoy it.) Involve the kids in the process. Often, they enjoy contributing meal ideas for the week or thinking of creative ways to use leftovers.

Remember to always celebrate the small wins. Don't put pressure on yourself to do all your shopping at the farmers market. If you’re new to it, start with buying items for one meal. If you enjoy it, you’ll most likely continue this practice. Food is a pleasure, and your body and mind will appreciate the weekly dose of nutrient rich, local goods. 

With Love,
PrimaFoodie