Pleasant Hill farmers market operator survives challenge for

0 Comments | Oakland Tribune, Mar 4, 2009 | by Lisa P White

PLEASANT HILL -- The City Council voted Monday to retain the current farmers market operator, despite concerns that the market has not grown much in the 26 years the group has had the contract.

As a condition of the one-year contract, Contra Costa Certified Farmers' Markets must submit a marketing plan in 30 days, commit to a minimum number of produce vendors per week, set a proportion of produce stalls to other vendors, and develop a plan for moving the market to the downtown as soon as possible. The city does not pay the group to run the farmers market.

In 2010, the city will invite proposals from other farmers market operators.

Pleasant Hill-based Contra Costa Certified Farmers' Markets, which also operates markets in Walnut Creek and Martinez, has run the city's market since 1982. The nonprofit group was making plans for the 2009 season when the city received an unsolicited proposal from Walnut Creek-based California Farmers' Market Association to take over management of the Pleasant Hill farmers market. The association operates 12 markets in the Bay Area, including Moraga and Rossmoor.

Several council members acknowledged that California Farmers' Market Association, also a nonprofit, had submitted a superior proposal because it included a direct-marketing campaign and a commitment to having more produce vendors selling a greater variety of crops.

But Councilwomen Terri Williamson and Karen Mitchoff argued that the city should be loyal to Contra Costa Certified Farmers' Markets.

"They tried to keep the market going under very tough circumstances in the past," Williamson said, noting that the farmers market has had to move six times. "What goes around, comes around. We owe them our loyalty, as well."

Mayor Michael Harris, who cast the lone "no" vote, said Contra Costa Certified Farmers' Markets had failed in 26 years to grow the farmers market and make it successful. He also said the group had spent $20,000 in city grants for advertising unwisely since 2001.

Indicating his support for awarding the contract to California Farmers' Market Association, Harris said, "I feel they have a much better chance, given their history and advertising campaign, to bring more participants into our farmers market."

Jessie Neu, executive director of Contra Costa Certified Farmers' Markets, said the group added beef, fish and falafel vendors to the market at the end of last season. This year, the group is launching a gift card, accepting food stamps, expanding the cooking program and opening the market two hours earlier -- at 8 a.m. -- among other changes.

"It will be a challenge for sure, but it was already something that was started, as far as us addressing turning the ship," she said, referring to the council's requirements.

Neu said her group is exploring radio and newspaper ads, outreach through the two colleges and the YMCA, and using a Facebook page for the market that a customer set up as part of a marketing plan.

In its proposal, California Farmers' Market Association touted its experience, marketing and promotions strategies, and contacts with farmers, prepared-food vendors and entertainers. Director Gail Hayden said the group would bring in more organic produce, increase the number of vendors and have several vendors selling each commodity, in an effort to make the market a regional destination.

The city has been working with Developers Diversified Realty, which owns the downtown, to move the farmers market from the City Hall parking lot to the parking area in front of the Verizon store, which is visible from Contra Costa Boulevard. Both parties believe the new market location would draw more customers who would also spend money at downtown businesses.

Lisa P. White covers Pleasant Hill and Martinez. Reach her at 925- 943-8011 or lwhite@bayareanewsgroup.com.