Who We Are
We’re nourishing California farmers & communities through locally-grown food!
Guided by the communities we serve, and in collaboration with other nonprofits, government agencies, and healthcare systems, we are building resilient food and farming systems through food access, nutrition education, urban agriculture, and community engagement.
We envision a nourished California where every community can access locally grown, affordable, culturally relevant fruits and vegetables, and where historically underserved farms have the support and connections needed for their businesses and livelihoods to flourish.
Since 2008, our mission has been 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.
Our Values
Compassion & Nourishment
We believe in the fundamental right to fresh, nutritious food as the cornerstone of community well-being. We support the well-being of community and staff members, honoring the diverse experiences and cultures that shape their lives, and treating every interaction with compassion and integrity.
Rooted in California
We believe that economically viable and ecologically responsible farms and accessible climate-resilient urban gardens are the foundation of a resilient community-based local food system. By forging connections between local farmers and their communities, we contribute to the health of our community members, California farmers, and our regional ecosystem.
Resiliency
We are committed to dismantling the inequities built into our food system by ensuring historically underserved farmers and communities of color have access to culturally relevant foods, gardening, nutrition education, skill-building opportunities, and resources. In solidarity with marginalized communities and farmers, we strive to foster grassroots initiatives and shape policies that champion health, wellness, and self-determination.
Collaboration
We believe that inclusion and diversity lead to more meaningful collaboration and deeper community impact. Our programs are community-led, ensuring that local needs and aspirations guide our work. Through collaboration, we are building a stronger, more resilient community-based food system.
“Serving at the farmers’ market was an experience like no other. Witnessing the transformative power of the incentive program brought pure joy to my heart. Each Wednesday, I had the privilege of connecting with both new and familiar customers, and their smiles were genuine reflections of the positive impact the program had on their lives.
Raffaella Cerruti, Development Director
And now, as we celebrate 15 years of service, I can’t help but feel an overwhelming sense of gratitude: our journey at Fresh Approach has been marked by purpose, compassion, and an unwavering commitment to making the world a better place – one smiling face at a time.”
Our Work
Through traditional farmers’ markets and mobile farmers’ markets, expanded fruit & veggie savings programs, and statewide coordination of emergency food assistance networks, our Food Access initiatives strive to bring locally-grown produce to neighborhoods that lack accessible and affordable nourishing food options.
Our Education & Engagement programming cultivates community involvement, nourishes career development opportunities, and shares skill-building resources and knowledge for individuals and families to embrace more resilient and thriving lifestyles for their needs.
Our History
Fresh Approach was founded in 2008 by the Pacific Coast Farmers’ Market Association (PCFMA) to help connect communities to the fresh produce available at farmers’ markets in their neighborhoods.
- 2011: Fresh Approach started to offer the VeggieRx program which provides free, hands-on nutrition and cooking classes through a 16-week course—serving residents living in Contra Costa, Alameda, San Francisco, San Mateo, and Santa Clara counties.
- 2013: Fresh Approach launched the Bay Area’s first Mobile Farmers’ Market truck, that travels to underserved neighborhoods in Contra Costa, San Mateo and Santa Clara counties.
- 2018: FA deepened its work in San Mateo County and merged with another non-profit, Collective Roots, that was based in East Palo Alto. The East Palo Alto Community Farmers’ Market and Collective Roots Community Garden continue to operate today as core programs of Fresh Approach.
- 2020: In response to the pandemic, Fresh Approach coordinated dozens of regional farmers and community-based organizations to deliver food boxes to tens of thousands of food-insecure households across the Bay Area.
- 2022: Fresh Approach started to support the launch of multiple mobile market operations across California as part of an effort to provide training, technical assistance, consulting services, and evaluation for beginning mobile market programs.
