Fresh Approach

THE MISSION OF FRESH APPROACH IS 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.

FRESH APPROACH WORKS TO INCREASE THE ACCESSIBILITY OF HEALTHY FOOD OPTIONS IN LOW-INCOME NEIGHBORHOODS THROUGH FOOD ACCESS PROGRAMS: THE MOBILE FARMERS' MARKET IS A FARMERS' MARKET ON WHEELS THAT INCREASES ACCESS TO FRESH AND LOCAL PRODUCE IN LOW-INCOME NEIGHBORHOODS,THE EAST PALO ALTO COMMUNITY FARMERS' MARKET, AND MATCHING NUTRITION INCENTIVES AT THE RICHMOND CERTIFIED FARMERS' MARKET. MARKETS SUBSIDIZE THE COST FOR LOW-INCOME CUSTOMERS BY OFFERING MATCHING NUTRITION INCENTIVES TO SHOPPERS WHO RECEIVE A FEDERAL BENEFIT SUCH AS CALFRESH/SNAP, WOMEN INFANTS & CHILDREN, SSI/SSDI, MEDI-CAL, AND/OR RECEIVE FOOD PANTRY SERVICES. FRESH APPROACH'S KEY STRATEGY OF PROVIDING MATCHING FUNDS FOR SPENDING AT THE FARMERS' MARKETS HAS PROVEN TO BE SUCCESSFUL IN REMOVING FINANCIAL BARRIERS AND ATTRACTING LOW-INCOME SHOPPERS. IN 2021, $122,229 IN FRESH, LOCALLY GROWN PRODUCE WAS DISTRIBUTED TO BAY AREA RESIDENTS IN NEED THROUGH THE MATCHING NUTRITION INCENTIVES AT THE MOBILE FARMERS' MARKET, THE EAST PALO ALTO COMMUNITY FARMERS' MARKET AND THE RICHMOND CERTIFIED FARMERS' MARKET. IN 2021, A COVID-RELIEF PROJECT, FARM FRESH FOOD RELIEF, WAS CONTINUED TO DISTRIBUTE FREE FRESH PRODUCE BOXES TO LOW-INCOME HOMES WITH PRODUCE SOURCED FROM SMALL LOCAL FARMERS - PROVIDING 8,100 BOXES OF PRODUCE AND DIRECTING OVER $560,000 TO LOCAL BIPOC FARMS.

EDUCATION PROGRAMS INCLUDE THE VEGGIERX NUTRITION AND COOKING WORKSHOPS, AND THE COLLECTIVE ROOTS COMMUNITY GARDEN PROGRAM. THE VEGGIERX PROGRAM BEGAN IN 2011, REACHING NEARLY 11,000 LOW-INCOME BAY AREA RESIDENTS AND DISTRIBUTING OVER $450,000 IN "PRESCRIPTION" VOUCHERS FOR PARTICIPANTS TO SPEND ON FRUITS AND VEGETABLES AT FARMERS' MARKETS. IN 2021, FRESH APPROACH OFFERED VEGGIERX WORKSHOPS AND VOUCHERS IN FOUR COUNTIES (ALAMEDA, CONTRA COSTA, SAN MATEO, AND SANTA CLARA). IN THE EAST PALO ALTO COMMUNITY, THE COLLECTIVE ROOTS COMMUNITY GARDEN IS A KEY RESOURCE OFFERING MONTHLY GARDENING WORKSHOPS, FREE RESOURCES TO GROW ORGANIC FOOD, COMMUNITY COMPOST HUBS, FOOD WASTE PREVENTION WORKSHOPS, AND VOLUNTEER OPPORTUNITIES. ACROSS EDUCATION PROGRAMS IN 2021, $38,424 IN VOUCHERS FOR FREE FARMERS' MARKET PRODUCE WERE DISTRIBUTED TO NUTRITION AND GARDENING CLASS PARTICIPANTS.

FRESH APPROACH IS COMMITTED TO STRENGTHENING COMMUNITY ENGAGEMENT, VOLUNTEERING, AND LEADERSHIP OPPORTUNITIES. THROUGH THE ADULT COMMUNITY AMBASSADOR PROJECT, TEN RESIDENTS WERE ENROLLED IN 2021 TO SUPPORT PROGRAMS BY HELPING WITH CUSTOMER SERVICE AT THE FARMERS' MARKETS, HELPING TO MANAGE THE COMPOST HUB, AND FACILITATING GROUP DISCUSSIONS AND WORKSHOPS. AS PART OF ITS COMMUNITY ENGAGEMENT EFFORTS, FRESH APPROACH ALSO PARTNERS WITH COUNTY PUBLIC HEALTH AND SOCIAL SERVICES DEPARTMENTS, FOOD BANKS, AND OTHER LOCAL ORGANIZATIONS TO COORDINATE OUTREACH AND PROMOTION STRATEGIES IN ORDER TO INCREASE THE USE OF CALFRESH/SNAP AND OTHER GOVERNMENT BENEEFITS AT FARMERS' MARKETS. IN 2021, $20,201 IN VOUCHERS FOR FREE FARMERS' MARKET PRODUCE WERE DISTRIBUTED THROUGH COMMUNITY PARTNERSHIPS.