Connecting Farmers, Families, and Communities Across Sonoma and Marin
By Jennifer Corriea
Since the dawn of organized agriculture some 10,000 years ago, small populations of people have been linked to individual farmers, creating a relationship that not only sustained communities but allowed them to grow and develop.
It is precisely that system that can be found today throughout Sonoma and Marin counties through services provided by the Agricultural Community Events Farmers Markets, an organization that manages operations at multiple locations in Santa Rosa, Rohnert Park, Cotati, Petaluma, Boyes Hot Springs, Novato, and Fairfax.
Established in 2010 by Kelly Smith, Jim Fenton, and their then-business partner, Ron Gradinger, ACE Farmers Markets was created at the urging of Marin County Supervisor Susan Adams. As a result, the group embarked on its first venture in Marinwood.
From there, markets were established in Glen Ellen and Petaluma, eventually leading to the 10 managed today by Smith and Fenton, a husband-and-wife team who serve, respectively, as executive director and senior market manager but also wear many other hats in the overall execution of the concept.
However, while the journey hasn’t always been easy, the process is truly a labor of love, as Smith, who became involved in the industry selling her handmade soaps at markets in the late 1990s, explained.
“We faced the fires and the smoke that came along with them and ultimately had to close our Glen Ellen/Kenwood locations due to a number of factors. We also had to deal with COVID. We weren’t sure if we were going to get shut down, but it was actually an important part of our growth because people started to rethink their ideas about food, not only what they were eating but also how and where to spend their money. Then, of course, there was also the Measure J initiative. There’s always something, but even though it’s been a winding road, with ups and downs, we do it because we love it.”
That sense of passion and commitment has, in turn, evolved into an expanded network that not only connects farmers to farmers but also farmers to customers and customers to customers, relationships that, for Smith, are a key part of the experience.
“It’s so important to lift up both the farmers and consumers. We all take care of one another, although I do feel that Jim and I are like the market dad and mom. There is just a different energy and love in the process.”
Albeit a far more highly regulated environment, it follows the same pattern established in ancient markets, where people of all ages came together to enjoy a sense of community and the benefits of locally sourced food, all at a slower pace.
A stroll among the stands at any of the ACE markets provides a striking sensory experience marked not only by the vibrant array of colors from the homegrown produce but additionally from the aromas of the various baked goods, coffees, teas, barbecue, and fresh-cut flowers that are available as well.
There are also perhaps less expected locally sourced items ranging from kimchi, chutneys and ravioli to handmade soaps and candles, all of which add to the experience.
Thus, it comes as no surprise that in providing such a venue, not only are the wares of local artisans, farmers, and producers elevated, but so are the diverse groups of people that embrace them.
Research shows that farmers’ markets can keep up to 90 percent of the money spent in the local economy while additionally leading to more environmental sustainability, as local products travel an average of 50 miles compared to 1,500 miles for supermarket items.
Still, ACE Farmers Markets also provide a modern twist on the concept of the farmers market in the form of making the products accessible to all through a grant program called Market Money Match.
A nutritional incentive program, it works in conjunction with CalFresh, the federal Supplemental Nutrition Assistance Program (SNAP), and other entities to promote healthier eating for families, students, and seniors.
Using Market Match, any low-income, farm-direct shopper spending through either CalFresh or SNAP will have the option for a dollar-for-dollar match of up to 20 dollars in extra funds to assist them in purchasing fresh fruits and vegetables, benefiting not only individuals but the farmers as well.
It’s a concept that is a win-win situation and one dear to Smith’s heart, given that she was raised in a low-income household.
“Growing up without really hits home with me,” said Smith. “I think it is so important to learn about fresh fruits and vegetables and be mindful about how the universe provides for us. It’s also important for both the person on a fixed income as well as the small-scale farmer, who both get what they need. It promotes awareness that reminds us that we’re not alone in the fight to keep a food system in place.”
Of course, with the current administration’s spending bill potentially looking to cut SNAP funding by 20 percent, there is some cause for concern that her ambition to make fresh food accessible to all could be compromised.
However, Smith, who is continually seeking new funding sources and has advocated in Sacramento to keep the program in the budget, believes that the partnerships already in place, along with the potential push from Health and Human Services Secretary Robert Kennedy, Jr., for healthier foods, will keep Market Match moving forward.
Nonetheless, while incorporating the same concept the ancient markets were built around, innovation and evolution are necessary for sustainability.
As a result, ACE Farmers Markets has continued to implement the curbside pick-up program that originated during COVID-19 as a way to help people who find themselves busy with day-to-day life and unable to meander leisurely through the market.
The curbside option allows customers to pre-order online from multiple vendors and have their selections ready for pickup at any of the market locations.
Each market also has a local newsletter highlighting the week’s offerings available for purchase, which can be subscribed to on the ACE Farmers Markets website.
Furthermore, ACE Farmers Markets is also committed to reaching out to non-English speaking communities so they too can enjoy the benefits of farm-fresh options or perhaps infuse more diversity into the market and economy by becoming vendors themselves.
While Smith realizes that farmers’ markets, as they are currently constructed, cannot provide 100 percent of the required food, she says that they do serve between two to five percent of the population and remains optimistic about the future.
“We have a number of new, young farmers coming in,” Smith said. “It’s a good sign. Hopefully, we can continue to elevate the farm-to-fork concept and make people more aware of what is around us, along with instilling that sense of community.”
Such sentiment emphasizes the significance of the farmer’s markets, including celebrating the joy of food and the importance of network building while continuing to provide a link to some of the most fundamental concepts that have supported people for thousands of years.
