Fresh Approach

Overview

Fresh Approach is a U.S. nonprofit organization, dedicated to enhancing local food systems and promoting healthier communities. Founded in 2008 by the Pacific Coast Farmers' Market Association, it focuses on connecting California communities with fresh, locally grown produce from California farmers. The organization operates under the category of food, agriculture, and nutrition with a specific emphasis on nutrition programs.

Mission

Fresh Approach aims to encourage healthier children, families, and communities through community education, innovative programs, and strategic partnerships. These efforts foster a stronger local food system and better-informed choices about food and nutrition. The organization envisions a California where every community can access locally grown, affordable, and culturally relevant fruits and vegetables.

Programs and Initiatives

• Food Access: Fresh Approach runs traditional and mobile farmers' markets, expanding fruit and vegetable savings programs. During the pandemic, it coordinated the delivery of farm-fresh food boxes to thousands of households across the Bay Area.
• Education & Engagement: The organization offers programs like VeggieRx, which provides free nutrition and cooking classes. It also supports career development opportunities and skill-building resources.
• Urban Agriculture: Fresh Approach promotes and develops urban gardens, enhancing community engagement and resiliency.

Impact and Achievements

• By 2024, the organization continued to address food insecurity with dignity and cultural relevance through various initiatives.
• In 2022 and 2023, Fresh Approach expanded its mobile market operations across California and emphasized community nourishment through multiple annual reports.

Structure and Funding

Fresh Approach operates as a 501(c)(3) organization, allowing donations to be tax-deductible. The majority of its revenue comes from contributions, with a smaller portion from program services. Key partners include the California Department of Food and Agriculture, Silicon Valley Community Foundation, and Whole Cities Foundation among others.

History

• 2008: Founded by the Pacific Coast Farmers' Market Association.
• 2011: Launched the VeggieRx program.
• 2013: Introduced the Bay Area's first Mobile Farmers’ Market truck.
• 2018: Merged with Collective Roots in San Mateo County.
• 2020: Coordinated emergency food deliveries during the pandemic.
• 2022: Supported the launch of multiple mobile market operations across California.