HomeMy WebLinkAbout7.1 Farmers Market 2000 CITY CLERK
File # 0470-50
AGENDA STATEMENT
CITY COUNCIL MEETING DATE: March 7, 2000
SUBJECT:
Request for Policy Direction for Farmers' Market 2000
Report Prepared by: Christopher L. Foss
Economic Development Director
ATTACHMENTS:
o
Pacific Coast Farmers' Market Association proposal
Results of Farmers' Market survey
RECOMMENDATION:
Provide staff policy direction on: (1) the City's sponsorship of
the Farmers' Market; and (2) date, time, location, and operator
of the Dublin Farmers' Market.
FINANCIAL STATEMENT:
There are no fimds budgeted in FY 1999-2000 budget to provide a
financial subsidy for the 2000 Farmers' Market. The subsidy could
range from $30,000 to $40,000 for the first year.
DESCRIPTION:
This update will provide staff with direction regarding the future of
the Dublin Farmers' Market.
BACKGROUND: In late 1999, staff presented the City Council with an overview of
the 1999 Farmers' Market. At that meeting, staff was directed to prepare a Request for Proposal for a new
market operator and to elicit community input on the market through a survey. At the January 11, 2000
City Council meeting, staff was directed to distribute a Request for Proposal (RFP) to interested Farmers'
Market operators with a submittal date of February 4, 2000. The RFP was mailed to:
California Farmers' Market Association
South Bay Farmers' Market
Marin County Farmers' Market
Pacific Co~/st Farmers' Market Association
CCCFM, Inc.
Urban Village Farmers' Market
The City received only one (1) proposal by the February 4, 2000 deadline from the Pacific Coast Farmers'
Market Association (PCFMA). PCFMA was founded in 1988 with a mission "to establish and maintain
successful Certified Farmers' Markets that provide a viable economic environment for producers,
community dynamics to develop a sense of neighborhood, local access for farm fresh produce, and
destination recognition." PCFMA is currently the largest Farmers' Market operator in Northern
California with 18 markets, including the Tri-Valley cities of Danville, Livermore, and Pleasanton.
H/cc-forms/agdastmt.doc
COPIES TO:
ITEM NO.
PCi~'MA is well aware of the market dynamics in the Tri-Valley area and the history of the Dublin
Farmers' Market. The PCFMA proposal calls for a Sunday morning market at a site determined by the
City Council so as not to compete with the existing successful Saturday morning markets in Danville and
Pleasanton. PCFMA also proposes that the City find a permanent location (choice: Dublin Sports
Grounds) for the market and that it be operated on a seasonal basis (late May or early June to mid
November). In addition, PCFMA proposes to heavily market the Dublin market through print media
(newspapers, direct mail, fliers/posters) as well as electronic media (website and Public Service
Announcements) and community outreach efforts.
PCFMA submitted two (2) budget proposals:
mo
Under this budget, PCFMA assumed a seasonal Sunday morning market at a site to be
determined by the City which would require a $30,000 subsidy in year 1 and a $20,000
subsidy in year 2. PCFMA would anticipate self-sufficiency (no City finanCial support) of
the Dublin Market by year 3.
Bo
Under this budget, PCFMA assumed that the market would operate at a day, time, and
location' determined by the City Council (not Sunday morning) and would require a
$40,000 subsidy in year 1 and a $30,000 subsidy in year 2. The increased expenses in
Budget B would be due to increased market research and additional marketing costs.
In order to determine the level of support PCFMA is able to generate, staff has obtained the market counts
for the Tri-Valley markets operated by PCFMA. For the seasonal time frame suggested for the Dublin
market, the markets in Danville and Pleasanton has estimated crowds of 68,500 for the time period from
May to October. Both of these markets began as seasonal markets, but have grown into year-round
markets. Livermore operates a seasonal evening market and has 35,000 guests in 1999. By comparison,
the Dublin Farmers' Market has attendance figures of 18,003 in 1998 and 13,146 in 1999.
PCFMA also provided, at staff's request, the level of financial assistance provided for start-up markets.
According to Lonnie Gandara, General Manager of PCFMA, the host sponsorship has been as high as
$50,000 for the first year, but they average approximately $20,000 per year. Due to the maturity of the
markets in both Danville and Pleasanton, PCFMA receives no direct financial support from the cities.
Staff has contacted a number of references provided by PCFMA and they were outstanding.
FARMERS' MARKET SURVEY
Per City Council direction, staff made the Farmers' Market survey available on the City's web site, at the
Dublin Library, and the Dublin Senior Center. The survey was on the City's web site for over five weeks
and the City received a total of 27 responses. The survey results have been tabulated and are included as
~Attachment B. The results can be summarized as follows:
24 of 27
20 of 27
23 of 27
14 of 27
22 of 27
(88.9%) of the respondents were Dublin residents.
respondents (74.1%) of the respondents were between 21 and 50 years of age
(85.2%) of the respondents had attended the Farmers' Market
(51.8%) preferred the market on Saturday / 8 of 27 (29.6%) preferred Sunday
(81.5%)respondents preferred either 9 a.m. to 1 p.m. of 10 a.m. to 2 p.m.
23 of 27 (88.9%) of the respondents found the current location (Shamrock Village) convenient
10 of 27 (37%) preferred Dublin and Regional / 8 of 27 (29.6%) preferred Dublin Sports Grounds aS an
alternate location
18 b;f 27 (67%) of the respondents would prefer a year-round market to a seasonal market
15 of 27 (55.5%) of the respondents said they would attend the market on a weekly basis.
ANALYSIS:
The City of Dublin has sponsored a Farmers' Market, through a contract with Urban Village Farmers'
Market, for the past two years. The market met with limited success due, in part, to a change in location
and date/time.
The current Request for Proposal (RFP) process yielded one (1) proposal that requested a financial
subsidy that is considerably more than the two-year, $16,000 subsidy provided to the market's prior
operator. The results of the Farmers' Market survey, while informative, are inconclusive as to the true
level of community support for the market, as well as the preferred date and time.
Staff has identified three major issues to be resolved regarding the market. First, staff is concerned about
the market's location. The market has suffered due to the lack of permanent location over the first two
years and staff would again concur with PCFMA that a permanent location should be located to begin to
develop the market's Continuity. Due to the amount of staff time necessary to find an appropriate location
and the lack of direction on the future of the market, staff has not pursued any of the alternative locations
for the market. Staff is aware that each of the potential locations (Shamrock Village, northeast corner of
Regional and Dublin- CalFed and Mervyns's parking lot, and the Dublin Sports Grounds) have issues
that may preclude their availability. Before any additional staff time is committed to the project, staff
would request City Council direction about the future of the market. Second, due to the close proximity
of the two successful Saturday markets in Danville and Pleasanton, it is PCFMA' s assessment that Dublin
needs to create its own identity and that Dublin's local market could not compete against the other local
markets. PCFMA suggests, and staff supports, an alternative date (ex. Sunday) for the market. Third, the
level of financial support requested by PCFMA ($50,000 to $70,000 depending on option) is considerably
more than requested by the previous market operator.
If the City Council decides to move forward with a Farmers' Market for 2000 and provides direction
regarding date, time, and location, staff would recommend that a contract be negotiated with PCFMA.
Their references are impeccable and they are excited about the opportunity to develop an on-going,
successful market for the community. Staff anticipates that a contract could be available for City Council
consideration for an April, 2000 City Council meeting.
RECOMMENDATION
It is staff's recommendation that the City Council provide policy direction on: (1) the City's sponsorship
of the Farmers' Market; and (2) date, time, location, and operator of the Dublin Farmers' Market.
PACIFIC COA'ST
P~ARMER S ' MARKET
A S S 0 CIA TION
C
PA C1FIC COAST
FARMERS' MARKETS
C~NCORD
P~4~dA'~ON
. .
.' · .... J
BRINGING THE FARM TO THE
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Attachment 1
Pacific Coast
Farmers' Market Association
February 3, 2000
Mr. Chris Foss, Economic Development Director
City Manager's Office'; 2nd Floor
City of Dublin
100 Civic Plaza
. .
Dublin, CA 94568
Dear Mr. Foss,
Pacific Coast Farmers' Market Association is pleased to present a proposal to develop
and maintain a Certified Farmers'-Market in Dublin.
The proposal and supplemental information explains our approach to creating markets
that become an integral part of the communities they serve, nurturing each to develop its
own distinct character.
We are proud we have become an established part of the East Bay with our successful
community-based markets at Jack London Square and Temescal in Oakland, Pleasanton,
Concord, Livermore and Danville.
Thank you for the opportunity to introduce PCFMA and present our vision for creating a
successful Dublin Farmers' Market. Please feel free to contact me if you have any
questions.
Lonnie Gandara
General Manager
PCFMA
5046 Commercial Cirde, Suite F ~ Concord, CA 94520
Phone: (925) 825-9090 l[ Fax: (925) 825-9101
Table of Contents
Io
PCFMA Mission Statement
Ii.
PCFMA Certified Farmers' Market Description
I!!.
Resources of the PCFMA
IV.
Marketing Plan/Community Outreach
V~
Structure of PCFMA
VI.
Certified Farmers' Market Management
VII.
Site Plan Development Logistics
VIII. Board of Directors' Profiles
IX.
Staff Profiles
PCFMA List of References
XI.
PCFMA Market Locations
XIi. Budget
XilI. Additional
MISSION STATEMENT
'PACIFI'C COAST FARMERS' MARK'ET
ASSOCIATION
Our mission is to establish and maintain successfitl Certified Farmers'
Markets that provide:
Viable economic outlets for our participating producers
Community dynamics to develop a sense of neighborhood
Local access to farm fresh produce
Economic benefits to local businesses through destination recognition
Education concerning both food and sustainable agriculture
PCFMA CERTIFIED FARMERS' MARKETS
A California Certified Farmers' Market is the real thing, a place where genuine
farmers sell their crops directly to the l~ublic.
A Certified Farmers' Market is a ~ocation approved by the County Agricultural
Commissioner where certified produ,eers travel from all over California to sell the
best of the season s harvest...crops Ilike fi'uit, nuts and vegetables from the San
Joaquin Valley, sweet corn and cherifes from Brentwood, sun-ripened berries from
Watsonville and crisp apples from tSebastopol. Certified Farmers' Markets also
feature a variety of organic fi-uits and vegetables, fresh ranch eggs, honey, live plants,
cut flowers and freshly pressed juices.
In 1979 the Food & Agriculture Code was amended to regulate the operation of
Certified Farmers' Markets. U~der these Regulations County Agricultural
Commissioners are responsible for vehfying each producer's products and issuing the
appropriate certificates. Only California-grown products may be sold; a producer with
a certificate from any county'in California may sell at any Certified Farmers' Market
in the State. Additionally, producers are not allowed to buy products and resell them
at a Certified Farmers' Market.
There are currently more than 300 Certified Farmers' Markets in California. These
Markets are sponsored by a variety o( organizations. Each Market operates under the
Department of Food & Agriculture ~4egulations as well as any additional regulations
governing the specific locale.
As consumer demand for tree-and me-ripened fi'uits and vegetables continues to
increase, some communities now-host Farmers' Markets more than once a week. The
Farmers' Market becomes the town gathering place...a place to see old friends and
meet new ones, an oppommity to speak directly to the people who grow your food, a
chance to pick up the latest recipe, visit a nearby caf6 or stop by a local shop for a
last-minute gift. Farmers' Markets also provide a place for community-oriented
events such as harvest festivals, recipe contests and cook-offs.
RESOURCES
PACIFIC COAST FARMERS' MARKET ASSOCIATION
A California No.t-fo..r,-...Profit Orl~anization.
We are pleased to offer the following assets:
* A respected Board of Directors tha~ is experienced and offers guidance in all aspects
of operating a successful Certified l~armers' Market: small business development and
retail management, culinary-related lJuSinesses and the ag/icultural industry
· Over 450 producers---from all over California--who 'are-- committed to our Certified
Farmers' Markets
A 15-year proven track record in developing and maintaining successful Certified
Farmers' Markets
Proven marketing strategies · Promotions
· Special Events
· Advertising Campaign
· Community Outreach
· Consumer Education
Our web site, pefina, eom, is regularly updated with market-specific information
· Knowledge of state and local agricultural and environmental health regulations
On-site trained Market Manageme~
Markets in the San Francisco Bay A
Technical expertise to maximize th
located in and around retail sho[
California Main Street Programs
PCFMA serves on the Board of
Farmers' Markets, which has acces~
PCFMA is represented on the Cali~
Committee, which provides advise
tt with experience in operating Certified Farmers'
promotional opportunities of a Farmers' Market
,ping areas, Business Improvement Districts and
)irectors of the California Federation of Certified
to more than 3,000 producers
~mia Council of Farmers' Markets Advisory
:o the California Secretary of Agriculture
PCFMA MARKE
Our unifying theme for the mill,
With the increasingly rapid loss of faro
community growth, the California "sma
problems. Farmers' Market patrons do th,
from local farmers. At the Farmers' ME
products and patrons are given access to
beneficial direct-marketing system can help
PCFMA has created as'S.O.S, mascot nam
be featured in our ads and at our markets.
thank parents and their children for supp~
market. Willie is also an educational t
Department of Health Services recommen¢
vegetables per day.
TING PLAN 2000
,,nnium is S.O.S.! (Save Our Soil)
land due to commercial development and
11 farmer" faces unprecedented economic
fir part to Save Our Soil by buying directly
rket, growers receive a fair price for their
healthy, farm-fresh produce. This mutually
he California farmer survive this century.
~d Earthworm Willie, a whimsical character to
This character is a communication device to
~rting California farmers by shopping at the
~ol to remind patrons that the California
s that we eat at least 5 servings of fruits and
We have introduced a program this yea[ that offers free .recipes, which have been
professionally developed and tested specificallY for PCFMA Farmers Markets.
PCFMA also supports the WlC program lbY offering recipes from celebrity chefs and
using their donated professional time as an in kind contribution.
DUBLIN SPECIFI£
PCFMA would tailor certain events to be
Potato Festival for Dublin. Playing upon ti
be Sammy O'Spud. (Please refer to attache
Dublin's own!
MARKETING 2000
Dublin-specific. For example, we propose a
te Irish connection, the Dublin mascot would
~ photo.) We believe this character should be
The festival includes:
Sammy O'Spud and his best friend, Mr. Carrot (the original PCFMA
mascot) in attendance
· A potato recipe contest, jud~ :ed by food professionals and local dignitaries
Potato games for the childre:a
The "potato plunge" (a potato tossing contest)
Potato-stamp art
Creating '~Mr. Potatc" heads from market materials
Game of'~Pin the Eyes" on Mr. Potato (I only have "eyes" for you)
Contest to guess th~ number of potatoes in the basket and win a
prize
~ssful proven components from our existing
We would also utilize many of the suez
marketing plan.
Mr. Carrots Birthda~
Grand Opening Cel~
Melon Mania
Grill Crazy
Produce Tastings
Live Music
Balloon Artist for th
party
~ration
children
MBF_.,T
g~ O'gPUI~
PCFMA CERTIFIED
ERS' MARKET
PLAN
The Pacific COast Farmers' Market Associati~
effective for producers and customers as
Marketing Plan for on-going promotions,
cooperation with the groups who sponsor each
employs a marketing strategy that has proven
as the merchants in surrounding areas. The
and community outreach is done in
Market.
Components of a standard PCFMA Marketing
Print Mediu,m,
, Newspaper Advertising
· Direct Mail to customers
· Fliers, posters and other printed material
· Free Weekly Recipes
may include:
Electronic Media
· Prominent placement on our web
, On-going Public Service Announcements.
market-specific information
.
Communi ,W Outreach
· Joining the Chamber of Commerce and any appropriate merchants'
associations
· Speaking before local community groups
· Involvement with the local school
· Issue press releases and cultivate support local newspapers
· Hosting a non-profit.community booth at market
Merchant at the Market
· Pacific Coast Farmers' Market
governments, merchants' associations,
redevelopment agencies. We have
organizations to form our '*Merchant at
truly successful farmers' market is
community, including local merchants.
has extensive experience working with city
associations,, main street programs and
the knowledge gathered from these
Market" program. PCFMA understands that a
upon the support of all segments of the
The components of this program include:
1. Written correspondence to
a. Providing the name of a ~erson at the Market
b. Suggesting ways in ways in which merchants can participate in
the Market
2. Conducting an initial merchant to discuss additional ways
SPECIAL
Taste of Summer
Over the years PCFMA has sponsored numer(
of-charge to consumers. To highlight the
throughout the Market, leading consumers to
Taste of Summer." Inside, bite-size pieces o
Plexiglas domes and toothpicks are provided f~
recognize the banner and welcome the opport~
their purchases in the Market.
Grill Crazy
This event is a mainstay in the late summer at n
"Grill Crazy" is an opportunity for the public tt
summer Market, with an emphasi~ on a wide vl
assembles and selects fresh product from the rr
foods permeates the air, people line up for gen,
is created. Special recipes are handed oUt to al
,,O,,,n;Goin, ,g Promotional Ev, ents
PCFMA offers consumers a variety of promoti
events include:
Seaso. nal festivals targeting young families
Our very own Mr. Carrot and his Birthday
· Chefs' Cooking Demonstrations, featuring
· Cookbook Signings
· Farm-Fresh Recipe Contests, judged by lo¢
celebrities
· Tours for school children, giving healthy e~
Program
· Live music
· Balloon give-aways for children
· Face-painting
· An appearance by a professional clown
! ROMOTIONS
tus comparative tastings of seasonal produce, free-
;se "mini-events" signs are strategically placed
a tent decorated with a bright banner reading, "A
fruits and/or veggies are displayed beneath clear
>r spearing. Regular Market-patrons have come to
~nity to taste the best-of-the-season before making
tany of our markets.
grasp the fun, excitement and flavors of the
hety of vegetables and fruit. The PCFMA staff
arket to grill. The wonderful aroma of grilled
xous samples and a wonderful festive atmosphere
attendees to encourage their future participation.
~nal events throughout the year. These on-going
Party
the best-of-the-season's produce
al food professionals and/or
,ting tips from the 5-A-Day
they can participate in the Market
increased foot-traffic generated by
Examples of programs that have proven succ,
Sponsor Information Booth
· Merchant-at-the-Market program
· Merchant-sponsored "Free Coffee" booth
· Chef-at-the-Market program
· Merchant/Farmers' Market joint coupon pr
Cross-Marketing for the Benefit ,of Mercha~
The following is an example of one of our succ
In conjunction with merchants from Town
PCFMA primed a "Passport to the Country" c
coupon-page in the "passport." In addition tc
Market and merchant coupons, the passport al
...the grand prize: a Napa Valley Country We{
Market as well as in the merchants' stores.
To be eligible for the prize, consumers had t~
passports stamped. PCFMA provided each
corresponding poster to display in his/her stc
validation stamps, he/she returned the passpo~
use within a specified time period. A winner ~
This event proved beneficial to all who were
increased foot-traffic in their stores, plus pore
Market was able to build a mailing list of loy
accompanies a Grand Prize Give-Away.
F, requent Shopper Cards
The Frequent Shopper Card is an added i~
PCFMA distributes a stylized card to tonsure
week. Every week, at the time of purchase, ti
the card is full and consumers can then redee~
coupon valued at $ 5.00 to $10.00.
In return for their donation of merchandise or
booth and their generosity is noted on posters
a ~d/or benefit from the
he Farmers' Market
,~ssful in other Markets:
~gram
tts, Consumers and Growers
essful cross-marketing campaigns.
~: Country Village shopping center in San Jose,
>upon book. Merchants were invited to purchase a
providing general information about the Farmers'
~o included contest rules and an entry blank to win
;kend. Passports were distributed at the Farmers'
visit a specified number of stores and have their
participating merchant with the stamp and a
re window. Once a consumer had all the needed
~ to the Farmers' Market, keeping the coupons to
'as drawn at a designated time and place.
~nvolved: The merchants saw the direct benefit of
~tial return-visits due to the coupons. The Farmers'
al customers, while generating the excitement that
Leentive for consumers to return to the Market.
~rs, instructing them to bring it to the Market each
market manager stamps the card. At~er 5 weeks
it at the Market for a merchant-donated prize or
services, merchants are featured at the information
:hroughout the Market.
COMMUNITY OU
PROGRAMS
Pacific Coast Farmers' Market Association is :ommitted to participating in a variety of outreach
programs for the community. We also spon programs that benefit low-income families as
well.
5-A-Day Nut, rition program
This program was designed to educate
vegetables. It explains the National Pyramid
of foods required for a healthy diet. The C
Department of Education and many other
the 5-A-Day program.
PCFMA combines basic nutritional edt
vegetables are grown. This is accomplished in
· Conduct a tour of the Farmers'
· Have a grower or other PCFMA re
· Conduct school' lunchroom tastings
· Conduct classroom workshops
The workshops, which include produce tasti~
educate the children and encourage healthy ea'
Mt. Diablo Unified School District, the Al
Unified School District, with great success.
Federal Food Stamp Program
Every PCFMA market pat~cipates in the foo
The growth of Farmers' Markets over the pa:
the availability of fresh, nutritious foods. M~
but abandoned by supermarket chains, whit]
affordable food. Farmers' Markets have bt
families' access to high quality, reasonably pri¢
about the nutritional benefits of fruits and
including proper portions and the variety
Department of Health Service, California
agencies concerned about healthy eating sponsor
along with information on how fruits and
or more of the following ways:
for school children
>resentative speak at local schools
>f fresh fruits & vegetables
gs and related games and crates, are designed to
:ing. we have brought this'popular program to the
nneda Unified School 15istrict and the Fremont
stamp program.
,t few years has made an important contribution to
my urban centers across the country have been all
traditionally had been the best local source for
;eh an effective means of improving low-income
.ed seasonal produce.
Women, Infants & Children Farmers' Marg
We are proud that PCFMA was one of the ]
to accept WIC coupons.
WlC is a federally funded program adminis
Services. The program is designed to impr¢
infants and children up to the age of 5. WI(
Agriculture's assistance programs. The progra
1. Provide fresh, nutritious Farmers'
2. Expand consumers awareness and
Prior to receiving coupons, WIC recipients m
clinic site. These classes teach the importan~
and offer advice on how to prepare the foods
in-kind funds that are matched by the federal
:et Nutrition Progra,,m (WIC/FMNP)
rst Farmers' Market organizations in California
~red in California by the Department of Health
~ve the health of pregnant women, new mothers,
;/FMNP is the newest of the U.S. Department of
m was established with 2 main goals:
larket produce to WIC recipients
se of the Farmers' Market
~st attend a nutritional education class at her WIC
:e of fresh fruits and vegetables in a healthy diet,
~urchased with FMNP Coupons. PCFMA provides
~vernment.
STRUCTURE OF PCFM/
Founded in 1988, Pacific Coast Farmers' Mark
financially sound organization with a proven
style. We are also the largest Farmers' Mark
operating 18 successful Certified Farmers'
PCFMA believes in a team approach for
The majority of our employees have a ' '
diversity of skills contribute to our success.
BOARD
Our 9-member Board takes an active role in
who was raised in the farmlands of Turlock, C;
personality. (Seeattachedprofiles.)
fAS AN ORGANIZATION
~t Association is an enthusiastic, experienced and
professional business structure and management
et Association in Northern California, presently
and operating Certified Farmers' Markets.
of 5 years' experience with us; and their wide
DIRECTORS
PCFMA. President Emeritus Narsai David,
is a nationally recognized food and wine
General Manager
The General Manager, who is directly
necessary administrative, operational
organization.
and
Operations Director
In tandem with the General Manager, the
to implement community-based programs,
Downtown Merchants' Associations and
concern relating to the Markets. He is a
obligations are met.
Market,, Manaeers
The Market managers are the on-site manager
state and local agricultural and health regu]
quality, Market safety, and consumer issues.
the Market; position growers and vendors x~
table and stage any entertainment scheduled fo~
Suooort Staff
Our office staff provides the telephone, compu
maintain the Markets and service the eommuni'
profiles.)
in all aspects and functions of PCFMA, has the
experience to guide this dynamic
of Operations works with cities and the State
,articipates in the Chamber of Commerce and
directly with the community on any points of
to the city/sponsor ensuring that all contractual
of each market, making sure all Market rules,
ations are followed. They also monitor product
Managers set up all necessary directional signs for
ithin the allotted space; organize the information
the day
er and other support needed to efficiently
p-oriented programs we support. (See attached
CERTIFIED FARMERS'
MANAGEMENT
Rules and Regulations
PCFMA adopted Rules and Regulations at its
for an annual review of this important
producer agrees, as part of their application pro~
Regulations. The on site market manager
The Board of Directors is responsible
which is updated on a regular basis. Each
each year, to abide by these Rules and
',es. the Rules and Regulations.
PCFMA complies with the California Code of Title 3. Article 6.5. Food and
Agriculture Direct Marketing, which authorizes CFM's in California and the California Uniform
Retail Food Facilities Law, which ensures health and saf..ety.
See attached copy of PCFMA Rules and Re
Management St~le
Developing good communication skills and
important managerial skill a market manager
important skill for all new managers.
provide support and continuity for our staff.
them on market days is the~ingle most
learn. PCFMA conducts training in this
we conduct weekly manager meetings to
Communi~ Involvement
PCFMA would welcome and expect on-going from a local Merchants' Association and
other interested community groups at regularly scheduled meetings. We see their role as
advisors, particularly on merchant-related
participation in order to implement the
section. Staff members become active particip~
example, the Director or Operations served on
Downtown Association.
We would also need their suppo~ and
marketing ideas presented in the Marketing
in community-based organizations. For
Board of Directors of the Pleasanton
Public Relations
Every PCFMA manager is taught the approach to working with the public: The
Customer is always right and the site is always clean, fun and festive.
PCFMA
DEVEI
LOG
A successful PCFMA Certified Farmers' Marke
Parking and Traffic Flow
We have an excellent directional sign program.
We patrol and clean the parking areas during
of paramount importance to us.
Adequate space for both producers and cons
The site of the Farmers' Market must:
a) Allow enough space for consumers
b) Maintain the ambiance of the surrot
any local businesses.
Codes & Requirements
PCFMA is experienced in dealing with various
Coast Farmers' Market Association is also skill
order to obtain necessary use permits or other
The on-site Market Manager is responsible for
regulations. He/she acts as a liaison to both th~
County Health Commissioner. PCFMA curre~
counties and has established an excellent relatk
the liaison to the City. To assure adherence to
feedback from the City staff, the Merchants' A
;ITE PLAN
~)PMENT
[STICS
is dependent upon many factors.
>r parking.
.d after the Markets, since a dean, safe image is
umers
move freely among the stalls.
nding neighborhood, with minimal obstruction of
governmental codes and requirements. Pacific
ed in working with City Planning Departments in
2ity-required licenses.
enforcing all State and local agriculture health
County Agricultural Commissioner and the
ly operates 18 Markets in several Bay Area
mhip with officials. The Market Manager is also
all contractual obligations he/she will obtain
ssociation and any governing agencies.
BOARD OF DIRf.
NARSAI DAVID, President Emeritus
Narsai is a nationally recognized authority on foe
community. His television program, "Cook Off,
Food and Wine Editor of KCBS radio and he is he
He hosts weekly cooking classes for the Union Squ
and can be found at Macys' Valley Fair San Jose ev
Narsai is committed to the preservation of Cerfifi
Directors of PCFMA since its inception. Narsa
charitable organizations around the Bay Area. His
asset to the Board.
LES PORTELLO, President
The Portello family grows almonds in Colusa (
Marketing Program of the California Departmenl
guidance an agricultural marketing system evolv~
stands and 20 Farm Trail organizations. He
marketing for over 30 years. He holds a real estat
development for over 15 years. His agricultural
him a valued Board member.
JOHN PAUL BARBAGELATA C
John Paul farms fruits and vegetables in Lin&
consumer" marketing for over 25 years, and wl
Certified Farmers' Market system. He is the P
Association, and is Director on the Board of the Cc
Paul currently serves on the Board of Director
Markets.
MIKE BILLIGMEIER C
Mike has been with PCFMA since its inception/~
history of the Association has overseen the opera
Association grow from 3 Markets and 50 produce~
He is partner in B & B Ranch farming over 200 a
the Board of Directors of the Califomia Federatic
Stockton Farmers' Market Association. He also set
AL COURCHESNE
Al oversees 33 acres of vegetables and fruits--inc
of nectarines--in Brentwood, California. The cu
Farms, A1 has also been involved in direct-to-cons
in many Bay Area' newspapers for his experds~
operating a roadside produce stand he has been a
Through his many terms of office on various F
experience in formulaing viable policies.
CTORS ' PROFILES
Food Community
and wine and a respected member of the Bay Area
~anerica" appears nationally on PBS. He is also the
ard throughout Northern California 39 times per week.
are Macys' California in San Francisco each Saturday
cry Wednesday.
,~d Farmers' Markets and has served on the Board of
is also extremely active in various community and
level of expertise and professionalism is an invaluable
Certified Producer/Agricultural Industry
;ounty, California. Les was manager of the Direct
of Food and Agriculture for 10 years. Under his
into 110 Certified Farmers' Markets, 4000 roadside
as been involved in direct-to-consumer agricultural
license and has been involved in commercial property
narketing background and real estate-experience make
~rtified Producer
n, California. He has been involved in "direct-to-
~s instrumental in the development of the California
resident of the Sacramento Certified Farmers' Market
ctra Costa County Farmers' Market Association. John
of the California Federation of Certified Farmers'
ertified Producer
· 1988. Mike helped start PCFMA and throughout the
5ons staff. While working for PCFMA he helped the
:s to 18 markets with over 450 participating producers.
cres of fruit and vegetables in Linden. Mike serves on
n of Certified Farmers' Market and is President of the
,es on the California State Advisory Council.
ertified Producer
luding 20 different varieties of peaches and 17 varieties
trent President of the California Association of Family
tuner marketing for over 20 years. A1 has been featured
and commitment to organic farming. In addition to
ctive in Certified Farmers' Markets for over 15 years.
trmers' Market Association boards,-Al has extensive
DAVE SItIELL
Dave is an excellent addition to the Board. He
years of expertise to the financial side of Pacific
in Dublin, where they first became aware of fan
have his strong commitment to keeping PCFM/
TIM VENN
Tim joined PCFMA in 1989 and has served on
served on the Board of Modesto's Farmers
President. He currently serves on the interin
Farmers' Markets. His farm, Tuolume Rive
vegetables. Tim has been selling at Bay Area C~
DAVE CHRISTENSEN Ce
Dave, who has famed 15 acres in Riverbank, Cali
Certified Farmers' Markets year 'round. He atter
Soil Science. He has served on the Board of
Association and on the Grower Liaison Committee
served on the PCFMA Board of Directors since Jub
Certified Public Accountant
s a Certified Public Accountant and brings many
Coast. Dave, his wife and 3 small children live
~er' markets in Pleasanton. We are grateful to
a financially sound company.
Certified Producer
the Board of Directors since July 1994. Tim also
Market--2 years as President, then as Past-
Board of the California Federation of Certified
Farms, supplies the large variety of fruits and
:rtified Farmers' Markets since 1986.
~'rtified Producer
fomia for over 20 years, sells the fruits of his labor at
.ded Cal Poly, where he majored in Fruit Science and
Directors for the Independent Cling Peach Growers
for the Blue Diamond Almond Association. Dave has
1994.
STAFF
LONNIE GANDARA
Ms. Gandara has been a Bay Area resident fo
of PCFMA she has been directly involved v
strong background in retail, along with proven
JOHN SILVEIRA
John has been with Pacific Coast Farmers'
manager for Tri-Weber Farms of Dinuba, o~
Farmers' Markets. As Director of Operations
and oversees the operation of each Market. T
product-mix. John also works closely with th,
orchestrating the effective management of new
VINCE SCALISE
Vince feels right at home in' all of our Mark~
than 35 years. Vince worked for 11 years wi~
joining PCFMA in 1995 he has become a
enjoys working with growers as well as keep
free recipes and other give-aways for his loya
San Jose Downtown, Milpitas and Vallejo Mar
TOM NICHOL
Tom is currently the on-site Manager for th
Markets. In past years he also managed our /
our organic regulation expert. Tom has a liben
coming to PCFMA in 1994 he managed a win
restaurant background is of great benefit ir
producers.
CAROL HILL
Before joining PCFMA in 1997, Carol had 5
intermediate-sized Certified Farmers' Market
Human Resources and Corporate Manageme
events coordinator. Some of her accompl!
national conventions and athletic events in Sm
with the Oakland City Council and the P{
implementing a citywide aquatic center specific
'ROFILES
General Manager
over 25 years. As one of the founding members
th its evolution since the beginning. She has a
marketing expertise.
Director of Operations
Market Association since 1992. Prior he was a
~e of California's largest p/trticipants in Certified
for PCFMA John supervises all Market Managers
his includes site planning, grower coordination and
General Manager scouting new site locations and
Markets.
Market Manager
:ts, for he has been a Bay Area resident for more
h Tri-Weber, a large family farm in Dinuba. Since
well-liked and highly respected manager. Vince
lng his information table well stocked with lots of
Market consumers. Vince currently manages the
.cets.
Market Manager
~ Danville, San Jose and San Mateo Wednesday
~lameda and San Jose Downtown Markets. Tom is
d arts background with a BA in'Sociology. Before
and cheese shop in Florida. Also, his professional
planning effective markets with a mix of great
Market Manager
~ears experience as a Market Manager at small- to
3. In addition to years of working in the field of
at, Carol is an experienced fundraiser and special
.shments include organizing and presenting both
Francisco and Oakland. She also worked closely
rt of Oakland as a volunteer, formulating and
ally targeted at inner-city youth.
PCFMA CERTIFIED ~ARMERS' MARKET
LIST OF REFERENCES
Mr. Jim Macllvaine, Marketing Director
Oakland Portside Association
530 Water Street
Oakland, California 94607
Phone: (510) 208-4647
Mr. Dave Anderson, Assistant to the Town
510 La Gonda Way
Danville, California 94526
Phone: (925) 820-0154, ext. 3575
Mr. Craig Scharton, Executive Director
P.O. Box 956
Pleasanton, California 94566
Phone: (925) 484-2199
Ms. Helen Bean, Redevelopment Programs
Redevelopment Agency
1950 Parkside Drive
Concord, California 94519
Phone: (925) 671-3047
~Aanager
~dmin.
Ms. Blage Zelalich, Promotions Director
28 North First Street
San Jose, California 95113
Phone: (408) 279-1775
Ms Sarah Sykes, Program Director
P.O. Box 215
Alamed~ California 94501
Phone: (510) 523-5955
Ms. Susan McCue, Economic Development Director
34009 Alvarado-Niles Road
Union City, California 94587
Phone: (510) 471-3232, ext. 346
Jack London Square
Town of Danville
Pleasanton Downtown Assn.
City of Concord
San Jose Downtown Assn.
West Alameda Business
Association
City of Union City
PACIFIC COAST FARMER:
MARKET ASSOCIATION
1999
LIST
ALAMEDA CONTRA
Alameda CFM
Taylor & Webster
Tuesday's Year 'round
9:30 am - 1:00 pm
Jack London Square
CFM
Broadway &
Embarcadero
Oakland
Sundays, year 'round
10:00 am - 2:00 pm
Livermore CFM
3~ & L Streets
Thursdays
May 20 - Oct. 21
4:00 pm - 8:00 pm
Pleasanton CFM
Main & W. Angela
Saturdays, year 'round
9:00 am - 1:00 pm
Union City CFM
Caesar Chavez Park
Saturdays
May 15 - Nov. 20
9:00 am - 2:00 pm
Temescal Square CFM
49* & Telegraph
Oakland
Sundays
May 23 - Oct. 31
10:00 am - 2:00 pm
Concord
Todos
Tuesdays,
10:00 am
Plaza
'round
2:00 pm
Concord
Todos
Thursdays
June 3 -
4:00 pm -
Plaza
28
pm
Danville
Railroad &
Saturdays,
9:00 am -
,ect
'round
:00 pm
Martinez C!
Court (bet~
Escobar)
Thursdays
May 13- N
10:00 am
Pinole CFS~
San Pablo
Saturdays
May 22 - ~
9:00 am -
M
een Main &
w. 18
2:00 pm
Fernandez
~v. 20
! :00 pm
SAN MATI
San Mateo
College of
Wednesda~
'round
9:00 am -
San Mateo
College of
Saturdays,
~FM
~an Mateo
s, year
1:00 pm
CFM
~an Mateo
~ear 'round
9:00 am - 1:00 pm
SANTA CLARA
Milpitas CFM
Town Center Dr. &
Calavares
Wednesdays
Year ' round
10:00 am - 2:00 pm
Miipitas cFM
Town Center Dr. &
Calavares
Sundays
Year 'round
9:00 am - 1:00 pm
San Jose Downtown CFM
S. 1 ~ Street & San
Fernando
Thursdays,
May- Nov.
10:00 am - 2:00 pm
San Jose Town &
Country CFM
Town & Country Village
Center
Stevens Creek and
Winchester
Fridays, year 'round
10 am to 2 pm
SOLANO
Vallejo CFM
Georgia & Matin
Saturdays, year 'round
9:00 am - 1:00 pm
PCFMA PROP~
DUBL]
Attached are two alternative budget Proposa
We honor the fact that the City Council wi~,
)SED BUDGET
iN 2000
for the Dublin Certified Farmers' Market.
~hes to decide the time frame and location of
the Dublin market. We also believe the
benefit from PCFMA's professional expertis~
It is much easier to start a new project that
prepared to meet the myriad of challenge
market.
PCFMA usually conducts a survey of the
preference for a time flame and location
expended trying to establish a market first
feel the-most successful Dublin market wo~
would not compete with successful Saturda'
to become a destination market for the m
geographical hub of the tri-valley area, w{
Sunday would attract shoppers from a large
We further believe the City Council will w
market, with the understanding that a m
location for continued successful operation.
Since the public perception of the existing
deal of energy and innovation must go int,
prerequisite skills to accomplish this tas
materials.)
Taking the situation under serious cons
scenarios:
Budget 2000 (A) is based upon a Sunday
City Council.
Budget 2000 (B) is based upon a different
City Council,
£~ity Council, when making its decision, can
in our field.
to resurrect an unsuccessful one. PCFMA is
faced when trying to revive a struggling
,urrounding areas to determine the consumer
However, with significant energy already
on Friday nights and then on Saturdays, we
dd take place on Sundays. A Sunday market
markets in the vicinity, and has the potential
~riad of Sunday shoppers. As Dublin is the
also believe that positioning the market on
ing radius.
sealy choose the most appropriate site for the
~rket should be established in a permanent
Dublin market is less than positive, a great
changing that perception. PCFMA has the
~. (Please refer to the attached reference
.deration we have constructed two budget
market, location to be determined by Dublin
time frame and location determined by Dublin
PROPOSED B
DUBLIN
REVENUE
Stall fees:
Based upon:
26 Market
25 producers
$26.00 per
Sponsor Contribution:
TOTAL REVENUE:
EXPENSES
Staff:
Including:
On-site
Operations
Marketing
Public
Office Suppo~
Overhead
Marketing:
Including:
Promotions
Special
Direct Mail
Electronic
Community
Site expense:
Including:
Signage
Fees and
CDFA fees
TOTAL EXPENSES:
NET INCOME:
A
r 2000 A
UNDAYS
day
~ducer
$16,900.00
$30,000.00
$46,900.00
$30,000.00
$20,000.O0
$5,000.00
$55,000.00
(8,100.00)
PLEASE SEE NEXT PAGE EXPLANATORY NOTES
NOTES ON REVENUE:
The stall fee revenue is based upon f~vOrable weather conditions and 100%
producer attendance.
As this combination of factors is unrqli~ble, a lesser strew_m, of revenue may be the
reality. During the first few years of (~peration the farmers stall fees are often
reduced to encourage participation. ~)~Ice the "crowd coums" are sufficient to
provide adequate revenue to our proCu~eers, the stall fees return to $26.00.
PCFMA would operate as usual, absorbing the temporary loss of revenue, with
the expectation of a successful self-s¢siaining market in the future.
NOTES ON EXPENSES:
PCFMA has a full service staff to ass
marketing and administration of a Cz
PCFMA provides a major marketing
The site expense may vary, dependin
THE EFFORT NEEDED TO MAKE
MARKET A DESTINATION POINT ~
FOR THE F~
THE AVERAGE TIME-SPAN FOR A
SELF -SUmC]
PROJECTED SPONSOR CONTI
PROJECTED SPONSOR CONT!
ute the quality management, operation,
rtified Farmers' Market.
and community outreach program.
g upon the location.
FHE DUBLIN CERTIFIED FARMERS'
?ILL REQUIRE FINANCIAL SUPPORT
RST 2 YEARS
MARKET TO GROW AND BECOME
· NT IS 3 YEARS
.IIBUTION FOR 2000 IS $30,000.00
IIBUTION FOR 2001 IS $20,000.00
PCI
PROPOSED B
DUI
REVENUE
Stall fees:
Based upon:
26 Market day
25 producers
$26.00 per pr~
Sponsor Contribution:
TOTAL REVENUE:
EXPENSES
Staff.'
Including:
On-site Mana~
Operations Dil
Marketing Per
Public Relatio
Administratio~
Office Suppor
Overhead
Marketing:
Including:
Promotions
Special Event~,
Direct Mail
Electronic Me
Community 0
Site expense:
Including:
Signage
Fees and Perrr
CDFA fees
TOTAL EXPENSES:
NET INCOME:
PLEASE SEE NEXT PAGE
'MA
UDGET 2000 B
ILIN
~er day
,ducer
ector
sonnel
IS
[ia
utreach
~OR EXPLANATORY NOTES
,
$16,900.00
$40,000.00
$56,900.00
$35,000.00
$25,000.00
$5,000.00
$65,000.00
(8,1oo.oo)
NOTES ON REVENUE:
The stall fee revenue is based upon fayo~ rable weather conditions and 100%
producer attendance. /'
As this combination of factors is unrdiable, a lesser stream of revenue may be the
reahty. During the first few years of 4p~erat~on the farmers stall fees are often
reduced to encourage participation. ~nCe the "crowd counts" are sufficient to
provide adequate revenue to our proflu~cers, the stall fees return to $26.00.
PCFMA would operate as usual, abs,
expectation of a successful self-sustai
NOTES ON EXPENSES:
)rbing the temporary loss of revenue with the
ning market in the future.
The additional $10,000.00 is necess~ for the time needed to
research and develop an alternative ~i~ae frame market.
PCFMA has a full service staff to as~uye the quality management, operation,
marketing and administration of a COrtified Farmers' Market.
PCFMA provides a major marketing and community outreach program.
The site expense may vary, dependin~ Cpon the location.
THE EFFORT NEEDED TO MAKEI'JTltE DUBLIN CERTIFIED FARMERS'
MARKET A DESTINATION POINT W~L REQUIRE FINANCIAL SUPPORT
FOR THE FI~ST 2 YEARS
THE AVERAGE TIME-SPAN FOR P~ MARKET TO GROW AND BECOME
NT YEARS
SELF-SUFFICIE IS 3
PROJECTED SPONSOR CON~UTION FOR 2000 IS $40,000.00 .
.
PROJECTED SPONSOR CONTRIBUTION FOR 2001 IS $30,000.00
REQUEST FOR PROPOSAL DUBLIN 2000
ADDITi[~ )NAL
1. RULES AND REGULATION~
2. SAMPLE CONTRACT
3. PCFMA. COM COPY OF WI~ I~ PAGE
4. FINANCIAL
5. OTHER
PACIFIC COAST FARMER8
RULES & RE,
Ft
CERTIFIED FAR]
20~
STATEMENT OF INTENT
MARKET ASSOCIATION
ULATIONS
~,RS' MARKETS
NATURE OF THE MARKET: The Certified Fa~grs' Markets (CFM) are diversified markets
offering certifiable agricultural Products and nontcertifiable agricultural products and non-
agricultural products ( in an area adjacent to the CFM ) for sale.
The CFM provides producers with the opportunity ~o sell their fresh, local products directly to
the consumers without the intervention of a mid41eman.
/
Each CFM is operated in accordance with regular?ns established in the California
Administrative 'Code (Title 3, Article 6.5) pertai~g to Direct Marketing. Each market is
certified bY the County Agricultural Commissioner as a direct marketing outlet for producers to
sell their products directly to consumers without [n~eting the usual size, standard pack and
container requirements for such products. Howe*vet, all produce must meet minimum quality
standards.
The non-certifiable agricultural products, as well
enhance the festive ambiance of the Farmers' M~
regulations require the producers of fresh fruit, n
st6ck, and plants be certified, producers of non-c
agricultural products are not certified, but the s~
all items sold at the Market. The resale of produ,
MANAGEMENT: Each CFM is managed, opera
Market Association. (PCFMA)
RULES & REGULATIONS FOR ALL SELI
MARKETS
In order to ensure the successful maintenance of
sell their products directly to consumers, PCFM
Regulations.
non-agricultural products add variety and
:t. Although the State Direct Marketing
;, vegetables, flowers, honey, eggs, nursery
:ifiable agricultural products and non
producer-to-consumer philosophy applies for
is .prohibited.
ted and controlled by the Pacific Coast Farmers'
ERS AT THE CERTIFIED FARMERS'
~he CFM as an efficient outlet for producers to
has established the following set of Rules &
I. INTENT AND IMPLEMENTA
The purpose of this set of rules is to gove
management of the Certified Farmers' M
The Board of Directors of this organizati
will implement and enforce all Rules & 1~
Certified Farmers' Markets under its con~
II. STATE REGULATIONS
The regulations of the California Departs.
Direct Marketing (Article 6.5, Title 3
incorporated by reference to be part of th
Specifically restated are the following
r :ON ..
m the operation, administration and
~r rets under the control of this organization.
mt, its management and its designated agents
.el;ulations pertaining to the operation of the
rc 1 in a fair and equitable manner.
Lei.at of Food and Agriculture pertaining to
~¢ California Administrative Code) are hereby
,,se rules.
isions of such regulations:
A.
Producers of fresh fruits,
nursery stock must obtain
such commodities at a
must have been produced
agricultural arts upon
leases or sharecrops.
vegetables, shell eggs, honey, flowers, and
Producer's Certificate prior to selling
Farmers' Market. Such commoditieS
the producer by the practice of the
the producer farms and owns, rents,
g.
Fresh fruits, nuts and veg{
sold directly to c(
labeling requirements
consumer containers of
name, address and zip
and net quantity of the col
containing 6 or less items
of count.
listed on a producer's certificate may be
from size, standard pack, container, and
exception that all prepackaged closed.
products shall be labeled with the
producer and a declaration of identity
in the package. However, a package
are fully visible does not need a statement
Co
D.
E.
All agricultural products at the market shall comply with the
regulations of the ~i~code goveming maturity and quality.
All agricultural products, ~o~er than exempt fresh fruits, nuts and
vegetables, which are sold. a~t the markets, must comply with all applicable
laws pertaining to their g~a4ing and labeling.
products old at the markets are subject to the provisions
All agricultural d;e~(s~
of federal marketing or---~ state marketing orders, state laws and
regulations enforced by a~Y~ state agency, or any other local health and
safety laws, regulations k Ordinances.
2
F.
All agricultural products,
for the purpose
applicable size, standard p~
state laws and regulations.
fresh fruits, nuts and vegetables, sold
resale must be in compliance with all
containers and labeling requirements of
Go
Only the producer or the
grandchildren or a relative
or an employee of the
market. An employee is
salary or wage, on either a
person who is reselling or
commission of sales.
agreement proving that
Producer.
parents, children, grandparents and
residing in the producer's household
may sell the producer's products at the
person employed by the producer at a regular
or part-time basis. It does not include a
compensation is primarily based on a
status of an employee is an authorized
selling is an employee of the Qualified
He
The certified producer's
the certified agricultural
conspicuously posted at
photocopy certificate must accompany
during transportation and must be
of sale.
When any agricultural pro~ is sold by weight, the type of scale used
shall be approved, tested ar_7 sealed by the County Agricultural
Commissioner, Sealer of Weights and Measures.
When a producer has
for up to two other
conditions:
by the market the privilege of selling
it must be under the following
(1)
The agricultural acts shall be separated at the stand and clearly
identifiable by the certificates.
(2)
The producer
for sale
produced.
for the other producers must also sell or offer
which the producer selling has
(3)
Prior to sale, the
from the
producer' s
selling has furnished a written letter
which verifies the selling
to sell their product on their behalf.
r.
A producer shall provide,
Manager, any certificate,
may be reasonably
are being met.
)on request by an enforcing officer or Market
cumentation, information or identification that
to show that the conditions of the regulations
Ce
When selling at the
products shall comply
Uniform Retail Food
Drug and Cosmetic Law,
(1) All produce and co
inches above the
(2)
Food preparation
Farmers' Markets
15 of the Health &
(3)
Processed foods
properly packaged
(4)
Dried fruit and she
be displayed with
approved by the lc
(5)
No live animals,
feet of any area
(6)
Vendors selling no:
a valid Health
considered part of'
(7)
All products sold
processed in
Products must be
"ORGANI
CALIFORNIA
(8)
Smoking is not
area.
(9)
If the local health
manner which
public, may be
as suggested
(a)
the producer and the producer's agricultural
applicable requirements of the California
Law and the California Sherman Food,
.,cifically:
of produce must be kept at least 6
trimming) is prohibited at all Certified
for sampling in accordance with Article
Code and/or the County Health Agency.
be processed in an approved facility,
labeled under clean and sanitary conditions.
nuts sold in an unpackaged bulk form must
and conform to dispensing methods
health department.
or fowl may be kept or allowed within 20
food is stored or held safe.
riculmral food products are required to have
from the .local jurisdiction and are not
Certified Farmers' Market.
rganic must be grown, produced, or
with the Health and Safety Code.
labeled or represented
IN ACCORDANCE WITH THE
FOODS ACT OF 1990".
in produce display and immediate sales
approves, distribution of samples in a
safe, unadulterated samples for the
Each grower should regard the following
samples in clean covered containers approved
local health agency.
(b)
(c)
(d)
(e)
Use
Dis
leal
Use
pro(
Pro~
clea
othpicks or disposable utensils to distribute
nples.
~e of pits, peels, food waste and rubbish in
'oof garbage receptacles with close-fitting lids.
.can disposable plastic gloves when cutting
:e for samples.
:e intended for sampling must be washed and
',d so as to be wholesome and safe for
(f)
capl
and cutting surfaces must be washed and
(use a chlorine solution of one teaspoon or
of liquid bleach per gallon of water).
(g)
g surfaces must be smooth, non-absorbent
and cleaned.
(h) See
county specific guidelines
III. ADMISSION OF A PRODUCER TO MARKET
No producer who was not an active
admitted to sell at any market until the
by the Association's designated
certified production of agricultural
of the inspection report may file a
(30) days of the date of that report.
scheduled meeting, shall be final.
with PCFMA in the previous year shall be
has successfully completed an inspection
verify the authenticity of the producer's
Any producer who disagrees with the result
with the Board of Directors within thirty
of the Board, made at the next regular
Admission to sell at any market shall be
. Manager. In making this determination,
A. Producer's positive or negative h~
Bo
reasonable discretion of the Market
should consider the following:
of the compliance with state, local
government and market Rules & ~Igulations.
Producer's history of market part3c~pation. When practical, significant weight,
priority, and preference should b~ given to producers returning from previous
seasons.
C. The competitive availability and ~umber of sellers of producer's product present
within the market. If practical, m~Opolies and surfeits (gluts) should be avoided.
D. Whether the present number of s~l!.ers of producer's product are adequately
supplying consumer demand. [I
E. The number of unreserved spacesl and other limitations of the market.
F. A Certified Producer shall not nor
rel~msent, be represented, by more than one
other Certified Producer at any ] '~FMA market in a 12-month calendar year.
Change of business ownership requires submissip~ of a new application to PCFMA which will
be processed as a new admission. The transfer o~ change of ownership does not grant or
guarantee the new owner the same admission or stall space assignment as the previous
owner.
Admission of a producer may be conditioned by
allowed limitations.
of attendance time and type of product
Any producer aggrieved by the manager's
General Manager/Operations Director of the Ass
review, and may uphold, modify, or negate a
Manager/Operations Director can be appealed
(30) days. A decision by the Board of Directors
as to this associationbe final.
IV. ADMISSION OF PRODUCTS TO
may appeal in writing for review bv the
They may refuse to review, agree to
er's decision. A decision by the General
to the Board of Directors within thirty
at the next regular scheduled meeting shall
MARKET
unless otherwise specifically listed as an
agricultural or nonagricultural product in this
eggs, honey, flowers and nursery stock listed on
markets.
authorized agricultural, processed
_only fresh fruits, nuts, vegetables, shell
certificate may be sold at the
Admission of any certifiable agricultural or
nonagricultural product (with Board approval)
reasonable discretion of the Market Manager.
Market Manager shall consider the following:
agricultural product to the market or
area adjacent to the market shall be at the
any determination in this regard, the
m.
Producer's history of selling
practical, significant weight and
producer in previous seasons.
within or adjacent to the market. When
should be given to products sold by
B. The present competitive availabi (number of sellers) of producers product
Ce
De
within or adjacent to the market. I~ practical, monopolies and surfeites (gluts)
should be avoided.
The type of relative quality of the Pr~'duct intended to be offered for sale by the
producer. Field mn produce shallr-~ encouraged. Culls or lowest grade only
sales shall be discouraged and ma~e prohibited.
Other limitations and market poli~ ~e~ affecting product admission. Admission of a
product to be sold by a particula l~rOducer may be conditioned by period of sale,
location of sale, variety, quality mid ~)ther general or specific limitations.
All such products must have been produced by
arts upon land, which the producer farms and
by the practice of the agricultural
rents, leases, or sharecrops.
Additional authorized non-certifiable
Market Manager for sale within the Certified
.which may, be admitted by the
Market are:
(1) Dried beans, grains, fruits, nuts, vegetables listed on producer's certificate.
(2)
Shelled nuts, including those
candied, coated or covered.
been roasted, salted or flavored, but not
(3) Dried herbs and spices.
(4) Fresh fruit juices.
(5) Flower arrangements and wreaths
Ali Such raw products must have been produced
agricultural arts upon land, which the producer
the producer by the practice of the
and owns, rents, leases, or sharecrops.
All non-certifiable agricultural products must and be accompanied by a verifiable listing of
the fresh product on producer's certificate of the selling.
Producer must be able to show location and
second party; the method used to insure that the
product submitted by the producer for processin
methodology may be requested or required.
of processing or, if processing is done by a
)cessed product returned is the original source
Receipts, volume data, and letters verifying
Producer must show that all processing was
and, if applicable, obtain, furnish and display
under safe and sanitary conditions
all health permits necessary.
Producers wishing to sell a product other than listed immediately above must submit a
written application for approval to the Association.
Any producer aggrieved by the manager'sdecisio~ maY appeal in writing for review by the
General Manager/Operations Director of theAssqcigtion. A decision by the Director can be
appealed in writing to the Board of Directors witl~'g 30 days. The decision of the Board of
Directors made at the next regular scheduled meeting shall as to this association be final.
V. ASSIGNMENTOFSELLINGSPACE /larokf2
The producer's location, space size and other signment of selling space within a
market shall be at the reasonable discretion Manager. Sellers must accept the stall
space assigned to them by the Market Manager. making any determination of the assigned
space, the Market Manager shall consider the
A. The maintenance of present and pl consumer-producer relationships.
B Causing or maintaining an unsafe unsanitary condition at the market.
C,
Unreasonable or outrageous
purposes and interest of the
considered detrimental or prejudicial to the
the Association.
Do
Failure to attend at a previously
notification.
market space without adequate prior
E.
The occurrence of any condition
of the producer or the producer's
>n which was placed on the admission
to any market.
F. The following Rules and Re
apply to stall space assignments:
^)
B)
A producer's selling privilel
the. producer's certificate is
Association's inspection.
thirty (30) days, commencir
Suspension. The second sm
days commencing upon the
third such suspension, at an'
.Association, w/Il result in e:
Whenever a producer does
times, or fails to notify thc
on a-specific day, the manz
shall be suspended by the Market Manager if
or if the pro4ucer fails to pass the
first such suspension will be for a period of-
the effective date of the Notice of
suspension will be for a period of sixty (60)
date of the Notice of Suspension. A
during a producer's membership in the
from the Association.
adhere to Market arrival and departure
er of his/her intention to sell at the CFM
may revoke the producer's stall space
must provide acknowledged
agreement.
.e of partnership or other legitimate business
Co
Prices. All prices must be clearly
pricing practices are prohibited.
allowed.
arked or posted. Collusion and deceptive
· ' with the consumer is specifically
Do
Market Hours: Arrival and
PCFMA. Sellers must arrive 30
the market and leave within one
market. Sellers may leave the
upon the approval of the Market
welfare.
The hours for any market shall be set by
prior to the published opening time of
after the published closing time of the
site prior to the published closing time only
who will assess public safety and
E.
Setups, Safety and Sanitation: All
line designated by the Market
extend into the common
produce on a side table must
space for customer ingress and e
sturdy, stable and not
completely secured in windy
uncompromised removal·
[splay table frontage must be behind the setup
er. No boxes or produce displays may
aisle way. Producers who display
least 24 inches of side aisle in producer's
~s. Tables and other display fixtures must be
shades and shelters must be tied down and
ions or be subject to immediate and
Before any sales transactions are
and cleaned of any produce
rubbish of any type will be
directly surrounding the stall, or
constitute a health or safety issue.
owed, the producer's area must be cleared
s or debris of any type. Absolutely no
on the stall grounds, the consumer area
other contiguous area that could
Before the producer may leave
surrounding area must be totally
the above referenced issues will
$50.00 fine.
both the stall section and the
e of any produce and debris· Failure to folloTM
in revocation of the sellers stall space and a
Fo
Go
Noise, Disturbance and Intrusion.
be played during market sales hol
promote product is allowed. All pr
assigned to the producer and not
in
market is prohibited.
Identification Signs. All prod
the name of their establishment
OCCURS.
few exceptions, no radios are allowed to
;. No loud hawking, barking or shouting to
promotion must occur within the space
any common area. Disruptive action in the
must display a sign identifying their name or
the city or town where their production
Ho
Jo
K°
Lo
Bags and Litter. Sellers using
shall insure that such bags do not
Sellers using T-Shirt style plastic
fastened securely or are removed
Conduct: Any statement and/or
or otherwise inappropriate to a
attending producer, PCFMA
county or state agency conductin~
considered a violation to these ma
disciplinary steps indicated in the~
Violations of these rules or polici{
steps being issued by the General
Manager. Severity of penalties w:
the offense and may not necessari
1. An oral warning
2. A written notice of vic
3. A written notice of vic
4. A written notice of vic
5. Market suspension of~
membership cancellati
The Board of Directors will
scheduled meeting.
The Pacific Coast Farmers'
the Operations Director, and the
interpreting and enforcing these
PCFMA reserves the right to
deemed necessary. Written
producers.
All producers shall observe all
All producers shall sell/market
Market Manager and in an
Signs posted by producers are
bags for the convenience of their customers
the market under windy conditiOns.
s shall insure that the connecting tabs are
to the presentation for customer use.
which is deemed to be offensive, abusive,
market manager, market staff person,
sponsor, or any official from a city,
within the Market parameters, will be
rules and will be subject to any or all
market rules.
result in any of the following disciplinary
Operations Director, or the Market
be dependent upon the nature and intent'of
follow in the order below:
with a $25.00 fine
with a fine determined by violation
length up to eighteen months and/or possible
all disciplinary actions at a regularly
Board of Directors, the General Manager,
Manager will have the final authority in
arl~et rules.
. .
additions or deletions to these rules When
changes will be provided to the
lanes while loading and unloading.
products in a manner satisfactory to the
and business-like manner.
to approval of the Market Manager.
M. Producers must wear shirts and cl( ,~d-toe shoes while on the market premises.
No
Producers are required to cancel
avoid stall fee charges. Producers
day, regardless of the reason, (ie.,
are responsible for the stall fee
a two- (2) day notice may be
notice is not sufficient.
(2) days (48 hours) prior to market day to
cancel less than two (2) days before market
breakdowns, employee availability, etc.)
;s the Association can fill the stall. Generally,
to allow for filling the space. One day
O.
Producers who fail to notify the
(3) month period may permanentl
Manager of a cancellation twice in a three
their stall space for that market.
P.
If a producer challenges PCFMA a court of law and the court finds in favor of
PCFMA, said producer agrees to ail costs associated with the legal action.
Qo
Producers must, at all times
maintain in full force and effect a
liability, product liability, and
$100,000 each, in which and
Association prior to stall assi
1ling in a PCFMA market, take out and
policy or policies of general public
insurance in a minimum amount of
certificate shall be.filed with the
Producers shall supply PCFMA
PCFMA ten- (10) days advance
during the operating season.
a Certificate of Insurance, which shall give
notice prior to its cancellation, if canceled
APPLICATION and RESERVATION
A prospective producer must
which includes:
and complete an Application-to-Sell packet
A)
B)
c)
A current
Copies of
agreements,
In addition to
producer shall
successfully comp
verify the authenti
agricultural
;ell.
Certificates and all other appropriate
submitted annually.
of an Application-to-Sell packet, a
the required forms to the Association and
an inspection by the designated inspector to
of the applicant's certified production of
.
All producers must pay
by the Board. Stall fees
day and a receipt issued.
fees according to the current fee schedule set
collected by the Market Manager each market
;sociation dues are collected on an annual
J.'
basis, January 1 through
31.
3. The following Rules & Re
apply to stall space assignments:
^)
Whenever a
depamn'e times, or
to sell at the CFM
stall space
market is no later
time of the market.
does not adhere to Market arrival and
to notify the manager of his/her intention
a specific day, the manager may revoke the
for two weeks. The arrival time for each
30 minutes before the published opening
B) The number of stal
the Board
for each category of products is set by
.
The following Rules &
violation of any of the
apply to producers who are in
PCFMA.
If the General
determines that
conditions, the
of sixty (60) days
refer the matter to
may indefinitely
whose privileges h
year period.
Director, after a review
has in fact violated the permit
period may be extended to a maximum
General Manager/Operations Director may
Board of Directors. The Board of Directors
end or revoke the privilege of any seller
e been suspended more than twice in a one (1)
Operating Agreement
West Alameda Certified Farmers' Market
This agreement is made and entered into as of this I14th day of January, 1999, by and between
Pacific Coast Farmers' Market Association, a Calitb~ non-profit rrmmal benefit corporation and
the West Alameda Business Association, (WABA)~ ~ non-profit trade corporation. Pacific Coast
Farmers' Market Association (PCFMA) will devel0o and operate the West Alameda Certified
Farmers' Market (CFM) in Alameda, California.
A. WEBSTER STREET BUSINESS
The downtown shopping district on the west end
restaurants. The businesses are members of the
will sponsor the West Alameda Certified Farmers,
Farmers' Market Association.
B. PACIFIC COAST FARMERS' MARKET
The Association, a grower organization of over
corporation dedicated to ~Bringing the Farm to
Farmers' Markets in the San Francisco Bay area;
Square, San Mateo at the College of San Mateo,
Jose at the Town & Country and Downtown.
GENERAL PLAN
Pacific Coast Farmers' Market Association will
according to this General Plan:
I. Market Development
Site plan and Development
Maintain parking acc~v~'bility and
Certified Farmers' Market
Alameda Business District.
Bo
Organization Structure and Mana
1. Develop an action plan that
Farmers' Market.
2. R~wv the Cxrfified
city offers customers retail shops and
Alameda Business Association... WABA
in association with Pacific Coast
is a non-profit mutual benefit
'; The Association operates Certified
at Jack London Square and Temescal
Concord, Alameda, Danville, San
and operate a Certified Farmers' Market
for optimal
creating visits to the West
result in a successful Certified
cexfificate from the
Certified Farmers' Markets of PCFMA
There are more than 60 Farmers' Markets located
San Francisco Bay Area. These Markets offer the
just-picked flowers, artisan breads and other baked
even freshly caught fish. The Pacific Coast
Farmers' Market organization in California; a
in the greater Bay Area. Each of our Markets
Food & Agriculture, as well as any other re
cities and communities, throughout the -
~st farm-fresh fruits and vegetables as well as
locally-produced cheeses and sometimes
Association (PCFMA) is the largest
corporation operating 18 Certified Markets
..s under the regulations of the Department of
specific to the individual Market's locale.
A Certified Farmers' Market is a location approve~
certified growers from all over California gather
grown themselves. At a Certified Farmers'
no one is allowed re-sell products purchased
Markets are THE REAL THING...places where
public.
the County Agricultural Commissioner where
only those fruits, nuts and vegetables they have
California-grown products may be sold; and
sources. In short, Certified Farmers'
farmers sell their own crops directly to the
Come take a look.
is growing!
PCFMA MIS STATEMENT
Our mission is to establish and maintain successful
and provide the community with access to farm4'r
atmosphere in the communities we serve.
able Certified Farmers' Markets for our members
produce while helping create a neighborhood
Mar'ke{ Upda{e
http://www, pcfma, corn/home, html
2/3/00
Certified Farmers' Markets of PCFMA
Check this Market Update section frequemly. You'lI find information on Market openings, new crops
in season and other interesting, upcoming happeninqsI
Look for a great selection of winter greens, crisp California-grown apples and juicy Asian
pears. (In select markets, subject to availability. See individual market listings for more
information or call our hotline at 1-800-949-F~M.)
Do you live in or around Belmont? Click on 'IP~ninsula Region" below for some exciting
news. And if you're in the Milpitas area, cli 'ck On South Bay Region" for an important
update. Markets''Il
Whenever you're shopping at any of our check out the Information table for free
recipes using seasonal farm-fresh produce!
Farmers' Market Locations:
· South Bay Region
· East Bay...R.___egion
· Peninsula Region
Organic Farming Information
· Organic Farming Guidelines
· PCFMA'S List of Organic Farmers
· CCOF Organic Farming Accepted and Proh
· CCOF Organic Farming Accepted and
~b ted Materials List
Pro ed Materials List, Part 2
http://www.pcfma, corn/home.html 2/3/00
Certified Farmers' Markets of PCFMA
-.
This Web Page is constantly
amateurs. Please visit us fmc
FastCounter by LinkExchange
This page was last updated on January 19, 2000
Market Hotline 1-800-949-FARM
',onstruction. It is staffed by volunteers and
you will see the evolution of our work.
This Page is produced by the
Pacific Coast Farmers' Market Association
5046 Commercial Circle, Suite F
Concord, California 94520
Comments about this Web Page can be e-mailed to
)m
http://www, pcfma, com/home.html 2/3/00
FINANCIAL
TEMENTS
Our Certified Public Accountant,
Directors (see profile) and a resident
is a member of our Board of
City of Dublin.
PCFMA will provide financial
notification that we are in the final
to the City of Dublin upon
:ant selection process.
OTI~
Please feel free to call
Lonnie Gandara
General Manager
PCFMA
John Silveira
Operations Director
PCFMA
(925) 825-9090
~R
vith any questions.
FARMERS'
City ot
TOTAL OF 27 Res
The City of Dublin is interested in receiving yc
Certified Farmers' Market and any ideas you migh
RKET SURVEY
Dublin
~onses to the Survey
~r comments on the operation of the 1999 Dublin
have for our market in 2000.
The following survey will help us determine wha~ you want to see in a Farmers' Market. Please feel
free to comment and include any input that will help make this event appealing to both Dublin and Tri-
Valley residents. !
1. Are you a Dublin resident? 24 Y,
.
o
.
o
What is your age?
2 U!
20 21
5 O
How many people in your househol
Have you ever attended the
Dublin Certified Farmers' Market? 23 Y,
If yes, how often?
What did you like about the Market?
14 Location 8 T
6 Date 11 F
Which of the following vendors and activit:
9 Farmers
24 Specialty Food Producers and Baker.,
14 Prepared Foods
13 Artisans/Craftspeople 9 Regular Special Events
8 Weekly music and entertainment
8 Booths with downtown Merchants
7 Booths for non-profit organizations
What day would you prefer the Farmers'
1 Monday through Thursday
4 Friday
14 Saturday
8 Sunday
3 No
ader 21 years of age
-50 years of age
~er 51 years of age
:17
4 No
;eekly __ Monthly
Lme
aod Selection
.es would you like at the Market?
arket?
.~ A{TACHMENT 2
o
.
o
,
10.
11.
12.
What time of day would you prefer the Fart
11 9 a.m. to 1 p.m.
10 10 a.m. to 2 p.m.
0 3 p.m. to 7p.m.
5 4p.m. to 8 p.m.
Is the current location ( Shamrock Village
convenient to you?
aers' Market?
22 Yes
5 No
If the Market relocated, which location wot
8
10
4
Dublin Sports Grounds
Northeast Corner of Dublin Blvd. and
Other (Please specify:
Would you support the Market year-round
18 Year-Round
9 Seasonal
How did you learn about the Farmers' Marl
7 Newspaper 1 Radio
1 City newsletter 18 Other
How often would you shop at the Farmers'
Shopping Center at Amador Valley and Regional)
tld you prefer?
Regional Street
)
)r seasonal (May to Oztober)?
ret?
15 Weekly 3
8 Bi-Weekly 1
Additional comments:
SEE ATTACHED
Thank you for your time in completing this surx
future of the Dublin Certified Farmers' Market.
Market?
Once a Month
Bi-Monthly
'ey. Your responses will help us to determine the
.
.
.
.
.
o
.
o
.
10.
COMMENTS RI
FARMERS' MA
Current location is centrally located and
Supports idea - Dublin's Market was
Friday.
Needs more variety - better quality fruit
Market needs a niche to compete with PI
Current and proposed locations do not fe
Enjoy market a great deal. Not enough
market like Pleasanton.
Local craftsman would be a welcome ad
Three important items - location, locat
are.
Quality of vendors was poor. You nee,
Pleasanton.
Not enough vendors and prices not co:
opinion, Danville has the best market.
CEIVED FROM
iRKET SURVEY
advantageous to local merchants.
too bland - more variety when market was on
and vegetables.
easanton and Danville.
..el "small townish" and inviting.
farmers - not enough variety - need to promote
tition.
ion, location - put the market where the people
] to attract the type of farmers like Danville and
npetitive with Danville and Pleasanton. In my