Reflecting on Two Years of the Farmers Market Incubator
October 29th, 2024
[Read time: 5 minutes]
To read more about the origins of the farmers market incubator program, check out our feature, “Seeding Opportunity and Freedom at Farmers Markets.”
At each of the Hayward, Clement Street, and Oakland farmers markets sits a white-tented booth displaying a colorful array of fresh, organic vegetables, fruits, and herbs ready to be sold. Across the front of the tents reads the same sign: Farmers Market Incubator Booth. For the farmers and ranchers selling under the tent, their produce is not simply sustenance – rather, their fruits and vegetables represent a new opportunity for each of their businesses. This is the purpose of the farmers market incubator program co-launched by Kitchen Table Advisors, the Agricultural Institute of Marin (AIM), and the Agriculture and Land-Based Training Association (ALBA): to offer small, BIPOC-owned organic farms the space and training to sell at farmers markets for the first time.
Since its start in 2022, the farmers market incubator program has supported 17 farmers, including 11 KTA clients, as they try out a new direct-to-consumer market channel. The participants are all BIPOC, first-generation farmers who have traditionally lacked access to direct-to-consumer market streams. The program allows these farmers to sell at three different AIM markets over the course of a year, with participants rotating between locations to cultivate skills across diverse markets and establish broad-ranging customer relationships.
“The program makes it easier to enter a farmers market by providing monetary help, spaces, and equipment to help us sell.”
-Celsa Ortega
Induchucuiti Organic Farm, Salinas
“The farmers market incubator is great. It trains and prepares you to have a market booth, especially on how to interact with customers and sell your products. I already have two access to market spaces thanks to this program.”
-Roberto Gaytan
Oaxax Farm, Soledad
“The incubator program helped me gain a lot of experience in organizing and managing a market without much risk.”
-Emiliano Vásquez
Vásquez Organic Farm, Hollister
For many farmer participants, removing barriers to entry for selling at farmers markets was key, whether that was providing a booth space itself or capital to assist with start-up costs. Beyond presenting the opportunity, the farmers market incubator helps farmers and ranchers to deepen into the logistics and strategy of running a farmers market booth. Through collaboration across AIM, ALBA, KTA, and the Stupski Foundation, the program covers market fees and travel expenses, and trains participants on market strategies such as branding, logistical management, and customer relationships. With this foundation in place, the incubator program provides a supportive space for the farmer participants to assess whether or not farmers markets are a good fit for their operations.
Of the KTA client farmers who have participated in the farmers market incubator, 73% of them have acquired permanent spaces at the farmers markets, allowing them to continue building these income streams for their businesses. For some folks, like Yadira Mendiola of Queen of Vegetables and Roberto Gaytan of Oaxax Farm, farmers markets have become their primary market channel, which facilitates greater flexibility over pricing and opens opportunities for direct customer relationships. These connections are vital not only to a farm’s income, but also represent an extension of farming itself – farmers can see the impact of their produce on local communities while customers can know the farmer that’s growing their food and understand the value of organic farming.
“I liked the commitment to helping me find a permanent market after the program. Without the incubator’s help, I wouldn't have my current space at the farmers market.”
-Alejandro Salazar
Salazar Organic Farms, Watsonville
“What I enjoy most about selling at farmers markets is interacting with customers and realizing how much concern there is about pesticides in food. Every person who visits a farmers market visits because they want to eat healthily, because they care about their food, and because they want to support organic farmers. People at the farmers market inspire me to keep going and growing organically. I love how grateful people are and how motivated they are to support me.”
-Yadira Mendiola
Queen of Vegetables, Salinas
As of November 9th, the third cohort of farmer and rancher participants will begin selling at AIM’s Hayward, Clement St., and Oakland farmers markets. We invite you to stop by their booths to get to know the farmers and support their businesses.
Visit program graduates at these permanent market locations:
Alejandro of Salazar Organic Farms - San Rafael (Sunday)
Celsa of Induchucuiti Organic Farm - San Rafael (Thursday)
Emiliano of Vásquez Organic Farms - San Rafael (Thursday)
María Ana of Narci Organic Farm - Hayward (Saturday)
Roberto of Oaxax Farm - Hayward (Saturday); Stonestown, SF (Sunday); Oakland, Grand Lake (Saturday); Sacramento Midtown (Saturday)
Yadira Mendiola of Queen of Vegetables - Hayward (Saturday); Richmond (Friday)
Within KTA, the farmers market incubator is part of Ecosystem Building work led by our Central Coast+ team. Our Ecosystem Building program activates and supports collaborative projects that create more equitable access to land, capital, and markets for small sustainable producers.
Picture Credit: Liz Avilés, Inspira Studios, Paige Green, @alluringphotography.lm