The mission of Fresh Approach is to encourage healthier children, families and communities through community education, innovative programming and novel partnerships that promote a stronger local food system and better-informed choices about food and nutrition.

Founded in 2008, Fresh Approach works in close partnership with the Pacific Coast Farmers’ Market Association to conduct educational outreach and programs in Bay Area communities. In 2010, we offered “Extra Five” incentives to food stamp customers at over 40 farmers’ markets in the Bay Area. In 2011 we launched Veggie Rx with provides vouchers for fresh fruits and vegetables to those in obesity prevention or diabetes management programs.