The Center for Urban Education about Sustainable Agriculture, a San Francisco Bay Area nonprofit that operates the Ferry Plaza Farmers Market, has partnered with The FruitGuys to launch home delivery service in the area. The Ferry Plaza Farmers Market Delivered service will be curated by CUESA, while fulfillment will be managed by The FruitGuys.
The online marketplace provides shoppers with an à-la-carte online shopping experience where they can choose from a variety of fresh, peak-season produce from local farms, learn about their growing practices, and in turn, help farmers sell more of their produce.
"Finding our path out of the pandemic in a way that builds stability for rural food producers and urban residents alike requires innovation and adaptation," said Christine Farren, executive director, CUESA, in a statement. "We see the steep economic challenges California family farmers face, which is why we are developing new ways to support them. Farmers markets remain critical to a resilient and equitable local food system and partnering with The FruitGuys to bring Ferry Plaza Farmers Market Delivered to life was the logical next step in expanding the ways we connect our community with fresh, local food for the times when they are unable to support our farmers in person at the market."
The delivery service evolved from the former CUESA Farmers Market Box program that offered curated boxes from the market, available for curbside pickup during the pandemic. In total, CUESA sold close to 5,000 boxes and directed $175,000 to small farms and food businesses in the last year.
"When COVID hit, we, along with most other farm businesses, had to pivot," said third-generation farmer Sandi McGinnis of McGinnis Ranch, a diversified organic farm in Watsonville, in a statement. "CUESA also pivoted very quickly and figured out the logistics to provide a safe way to still get fresh vegetables to people while helping out farms. We look forward to continuing this partnership with CUESA and The FruitGuys, with the same goal in mind."
Related: Organic Sales Reach $61.9 Billion; Kroger Introduces Fresh, Local Supplier Accelerator.
Image: CUESA/The FruitGuys
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