Project New Village

What Project New Village does

Project New Village is a 501(c)(3) nonprofit founded in 1994 and headquartered in Southeastern San Diego, California, focused on food justice, food sovereignty, and community wellness. Its core operational portfolio centers on food access and urban agriculture: the People's Produce Mobile Farmers Market and Golden Groceries distribute locally sourced produce to underserved neighborhoods, the Community Chest program converts donations into $10 food vouchers redeemable at food trucks and events, and the Neighborhood Growers Collective and Rooted Resources maintain multiple community gardens (Mt. Hope, Uvas Wellness Garden, Morse High School Garden) that aggregate produce and provide technical and financial support to hyperlocal growers. The organization's flagship infrastructure initiative, The Village, is a planned two-story, 100% electrical, ADA-compliant mixed-use community food hub in Mt. Hope — featuring a neighborhood grocery store, commercial kitchen, cold/dry storage, food stalls for entrepreneurs, a community garden, and an urban agricultural innovation center; construction was slated for 2025.

The business model is a hybrid of philanthropic and program-generated revenue typical of community nonprofits. Primary funding comes from foundation grants (San Diego Foundation Unity Fund, Prebys Foundation Leaders in Belonging, Kresge Foundation), corporate sponsorships (NBCUniversal, California Coast Credit Union, Scripps Health, Port of San Diego), individual donations, and a Perennial membership program with monthly contributions. Supplemental revenue is generated through produce sales at the mobile market, ticket sales for fundraising events ($20-$25 per ticket for events such as Mardi Gras in the Garden, Food Justice Soirée, and Summer Solstice Social), and a merchandise store. Distribution combines direct-to-consumer mobile market sales, voucher redemptions, community work days, podcast content (PROJECT: Good Food), and recurring events to drive engagement, volunteerism, and donor acquisition across Southeastern San Diego.

Name

Project New Village

Legal name

Project New Village

Website

https://projectnewvillage.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Project New Village is a 501(c)(3) nonprofit founded in 1994 in Southeastern San Diego that advances food justice and food sovereignty through a mobile farmers market, community gardens, grower support networks, and a planned community food hub called The Village.

Ownership category

akta.pro rank

Product category

Community Food Services

NAICS

Community Food Services (624210), Civic and Social Organizations (813410), Civic and Social Organizations (81341)

SIC

Agricultural Services (700)

akta.pro primary industry

Sustainable Agriculture & Food Systems (BPAGAGAI)

akta.pro secondary industry

Community Development & Neighborhood Revitalization (CDBG, Place-Based Initiatives) (BPAIANAE)

Keywords

• Food justice programs
• Community food access
• Urban agriculture
• Mobile farmers market
• Food sovereignty initiatives

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Donations and Grants: Primary funding from foundation grants (e.g., San Diego Foundation Unity Fund grants, Prebys Foundation Leaders in Belonging award), corporate sponsorships, and individual donations. The organization is a nonprofit.
2. Membership Program: Perennial membership with monthly contributions supporting the mission to bring healthy, locally sourced food to San Diego communities.
3. Produce Sales: Revenue from People's Produce Mobile Farmers Market, Golden Groceries program, and community chest coupon redemptions at food trucks and event locations.
4. Event Tickets: Fundraiser events including Summer Solstice Social ($20), Mardi Gras in the Garden ($20), Food Justice Soirée ($25), Health & Healing Summerfest (free with RSVP), and Fannie Lou Hamer Legacy Celebration.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Project New Village is a nonprofit community organization that operates food access and urban agriculture programs in Southeastern San Diego. Its core offerings include the People's Produce Mobile Farmers Market and Golden Groceries for distributing fresh, locally sourced produce to food-insecure neighborhoods, the Neighborhood Growers Collective and Rooted Resources for supporting hyperlocal urban food production, and the Community Chest coupon program that converts donations into food vouchers for neighbors in need.

Product overview

Project New Village is a nonprofit community organization operating a portfolio of interconnected food access and urban agriculture programs in Southeastern San Diego. The core offerings include the People's Produce Mobile Farmers Market and Golden Groceries for direct food distribution, The Village (a multi-story community food hub under development) as the flagship infrastructure project, and The Good Food District as the geographic/community development framework. These are supported by the Neighborhood Growers Collective and Hyperlocal Growers Hub for local food production, Rooted Resources for community garden spaces, Community Chest for food assistance vouchers, PROJECT: Good Food podcast for education and advocacy, Wellness Journeys for community wellness programming, and Community Work Days for volunteer engagement. The organization also hosts annual fundraiser events to support its mission of improving fresh food access and building social equity.

Differentiator

Problem solved

Functional benefit

Brands

• People's Produce Mobile Farmers Market: Mobile farmers market bringing locally sourced healthy food to San Diego neighborhoods
• Golden Groceries
• The Village
• The Good Food District
• Neighborhood Growers Collective
• Rooted Resources
• PROJECT: Good Food Podcast

Products and services

• People's Produce Mobile Farmers Market
• Golden Groceries Program providing access to fresh, locally-sourced produce and staple foods through neighborhood-based distribution in Southeastern San Diego.
• Community Chest Coupon Program Coupon program where a $10 donation provides neighbors in need with a free $10 food voucher redeemable at food trucks or event locations for fresh, healthy, locally sourced food.
• Neighborhood Growers Collective Network of neighbors passionate about gardening and growing food for Southeastern communities, with financial and technical support for hyper-local food production, aggregating produce for the Mobile Farmers Market.
• Hyperlocal Growers Hub Program helping growers turn their passion for growing into profit, supporting the local food supply chain with registration, onboarding, and monthly input coordination.
• Rooted Resources Growing Spaces Community growing spaces including Mt. Hope Community Garden, Uvas Wellness Garden, Morse High School Garden, and other community garden locations supporting urban agriculture and food sovereignty.
• The Village Community Food Hub Planned two-story, 100% electrical, ADA-compliant mixed-use community food hub in Mt. Hope featuring a neighborhood grocery store, commercial kitchen, cold and dry storage, food stalls for entrepreneurs, community garden, and urban agricultural innovation center with classroom space.
• The Good Food District Place-making effort centered on urban agriculture and creating access to healthy locally-sourced good food throughout neighborhoods in Southeastern San Diego, modeled after Fannie Lou Hamer's Freedom Farm project.
• Fundraiser Events Annual fundraising events including Food Justice Soirée ($25), Mardi Gras in the Garden ($20), Fannie Lou Hamer Legacy Celebration, Health & Healing Summerfest (free with RSVP), Earth Day Celebration, and Summer Solstice Social ($20) to engage the community and raise funds for the mission.
• PROJECT: Good Food Podcast Podcast series exploring food sovereignty, urban agriculture, community wellness, and food justice topics with interviews and discussions featuring community members and food system experts.
• Wellness Journeys Monthly community wellness getaways to outdoor locations throughout San Diego County, offering volunteers opportunities to connect with nature, community, and meditative wellness practices.
• Community Work Days Regular volunteer work sessions at community gardens, held every third Saturday at Mt. Hope Community Garden, plus weekly volunteer hours at Rooted Resources growing spaces.
• Perennial Membership Program Monthly recurring membership program where contributors support Project New Village's mission to bring healthy, quality, locally sourced food to San Diego area communities through ongoing donations.

Quantifiable outcome

• 400,000+ residents supported through food programs during federal funding crisis
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• United for San DiegocoreStrategic or Co-development PartnerCoalition including San Diego Foundation, Prebys Foundation, and Price Philanthropies working together to address funding gaps from federal reductions affecting food, housing, and health programs for 400,000+ residents.
• San Diego Food System AlliancecoreStrategic or Co-development PartnerCollaboration on Local Food Economy Lab and equitable food system development. Co-Executive Director Sona Desai featured on PROJECT: Good Food podcast discussing Good Food District.
• UC ANR / UC Cooperative Extension San DiegominorStrategic or Co-development PartnerDr. Derrick Robinson serves as Urban Agriculture, Food Systems, and Environmental Issues Advisor, providing expertise on food systems and urban agriculture.
• Office of Equity & Racial Justice (OERJ)minorGTM or Marketing PartnerSponsor of 2024 Fannie Lou Hamer Legacy Celebration, representing San Diego County effort.
• Port of San DiegominorGTM or Marketing PartnerSponsor of 2024 Fannie Lou Hamer Legacy Celebration.
• Scripps HealthminorGTM or Marketing PartnerSponsor of 2024 Fannie Lou Hamer Legacy Celebration.
• Jacobs CenterminorGTM or Marketing PartnerSponsor of 2024 Fannie Lou Hamer Legacy Celebration.
• Movement Matters CollectiveminorStrategic or Co-development PartnerCo-presenter of Health & Healing Summerfest, providing movement educators specializing in Pilates, Yoga, dance, and community-connecting events.
• Fo Sho Energy WorkminorStrategic or Co-development PartnerWellness practitioner Shophar (Qi Gong instructor and Breath Poet) featured at Health & Healing Summerfest.
• Garden 31minorStrategic or Co-development PartnerSan Diego County nonprofit providing training and mentorship in regenerative agriculture and life skills to at-risk youth and adults. Featured on PROJECT: Good Food podcast.
• Living For Today RanchminorStrategic or Co-development PartnerInnovative farm in Bonita producing food and serving as outdoor learning environment for children and adults with developmental disabilities. Featured on PROJECT: Good Food podcast.
• Treedom CooperativeminorStrategic or Co-development PartnerSan Diego-based nonprofit promoting permaculture approach to regenerative urban agriculture. Featured on PROJECT: Good Food podcast episode.
• United Food and Commercial Workers Union (UFCW) Local 135minorStrategic or Co-development PartnerLabor union representing 13,000+ workers in San Diego and Imperial Counties. Featured on podcast discussing worker rights within food systems.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Wholesome Wave: National nonprofit that connects low-income families with locally grown produce via nutrition incentive programs. Comparable in food-access / produce-affordability mission and works with farmers market channels, but operates nationally rather than at PNV's hyperlocal scale.
• Jacobs & Cushman San Diego Food Bank: The largest hunger-relief organization in San Diego County, distributing food through partner network. Comparable mission and geography but at much larger scale and with a traditional food-bank model rather than PNV's urban-agriculture/justice orientation.

Direct peers

• Coastal Roots Farm: San Diego-area Jewish community farm and education center practicing regenerative agriculture and producing food for those in need. Comparable in combining urban agriculture production, food-distribution to insecure populations, and Jewish/food-justice framing.
• Feeding San Diego: Major San Diego County hunger-relief nonprofit operating food distribution and mobile pantry programs. Comparable mission (food access for food-insecure residents) and similar distribution-channel model, though at significantly larger scale.
• Garden 31: San Diego County nonprofit providing training and mentorship in regenerative agriculture and life skills to at-risk youth and adults. Explicit PNV podcast partner and directly comparable as a regional urban-agriculture nonprofit with similar mission and audience.
• San Diego Food System Alliance: San Diego-based nonprofit coalition focused on equitable food systems and Good Food District development. Directly comparable as a regional food-systems advocacy organization collaborating with PNV and sharing overlapping programmatic scope.
• MAAC (Metropolitan Area Advisory Committee): San Diego-based nonprofit addressing poverty through housing, health, and economic development programs. Comparable as a regional community development nonprofit, with overlapping program areas including food access and community-based service delivery.
• Treedom Cooperative: San Diego-based nonprofit promoting permaculture approach to regenerative urban agriculture. Listed as a PNV podcast partner; comparable as a smaller urban-agriculture peer with aligned regenerative-farming philosophy.

Regional players

• People's Self-Help Housing: San Luis Obispo and Santa Barbara County nonprofit building affordable housing and community programs on the Central Coast. Comparable in mission of community wellness and food access tied to underserved neighborhoods, though outside PNV's immediate geography.
• Hunger Advocacy Network: California-based advocacy and capacity-building network for hunger-relief and food justice organizations. Comparable in mission area (food justice / anti-hunger advocacy) and operates as a peer-network resource, but at state rather than San Diego hyperlocal level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/projectnewvillage

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Project New Village