The need for flexible, responsive regional food systems in northern california is growing, especially in the aftermath of the covid-19 crisis

Mobile farmers markets (MFMS) are an exciting model for strengthening regional food systems, by aggregating and bringing accessible and affordable agricultural products directly to underserved communities. MFMS also have the potential to improve income and economic viability for producers by reaching new markets. With eleven years of combined experience operating MFMS across the BAY area, the agricultural institute of marin (aim) and fresh approach are leveraging their knowledge to improve and expand the impact of MFMS in northern california. The proposed project will strengthen regional MFM service by expanding areas served across northern california, creating a coordinated marketing and promotion campaign, and establishing the region's first network of MFM operators. This new "northern california mobile farmers market consortium" will help MFMS in northern california share and coordinate resources, and will generate at least $953,00 in sales for farmers,65,151 customer transactions, and support the operation of 10 new and existing MFM enterprises. This project responds to the need for collaboration and knowledge-sharing among mobile market operators, in order to create and sustain lasting MFM programs - especially those that address the needs of food insecure consumers and support regional farmers. This work aligns with the lfpp's purpose to develop, coordinate, and expand local and regional food business enterprises and associated multi-cultural promotion of local food to shoppers.