The mission of Fresh Approach is to encourage healthier children, families, and communities through community education, innovative programming and novel partnerships that promote a stronger local food system and better-informed choices about food and nutrition.
The mission of the Pacific Coast Farmers’ Market Association (PCFMA) is to establish and operate community-supported certified markets and other direct marketing outlets that provide: viable economic opportunities for California farmers and food producers, local access to farm fresh products, support local businesses and community organizations, and education concerning food, nutrition, and the sustainability of California agriculture.
Fresh Approach was founded in 2008 by PCFMA and the two organizations continue to work closely on projects of common purpose. All Fresh Approach staff are expected to be supportive of the missions of both organizations.
PCFMA also provides administrative and programmatic support to Fresh Approach through a contractual relationship. All Fresh Approach staff members are legally employees of PCFMA, subject to PCFMA’s policies, working to support PCFMA initiatives, and benefiting from PCFMA’s human resource programs.