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

The Agricultural Institute of Marin was awarded $844,515.25 under a Project Grant from the US Department of Agriculture Agricultural Marketing Service's Farmers Market and Local Food Promotion Program (FMLFPP) to strengthen regional mobile farmers market (MFM) service in Northern California from September 2021 through September 2024. Specifically, AIM will leverage its experience operating MFMs in the Bay Area along with sub-awardee Fresh Approach to expand MFM areas served across Northern California, create a coordinated marketing and promotion campaign, and establish the region's first network of MFM operators under a new "Northern California Mobile Farmers Market Consortium." This Consortium will help MFMs in Northern California share and coordinate resources to generate at least $953,000 in sales for farmers and support 65,151 customer transactions at 10 existing and new MFM enterprises. The work directly supports the FMLFPP's goal of developing, coordinating and expanding local and regional food business enterprises and associated promotion of local food.

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.