Foodwise

What Foodwise does

Foodwise is a 501(c)(3) nonprofit organization (EIN 94-3212988) incorporated in 1994 and headquartered in San Francisco, California at the Ferry Building. Originally established as CUESA (Center for Urban Education about Sustainable Agriculture) and rebranded to Foodwise in 2022, the organization operates three farmers markets in the Bay Area: the year-round Ferry Plaza Farmers Market (Ferry Building, Saturdays and Tuesdays/Thursdays) hosting 100+ vendors; the year-round Alemany Farmers Market (Bernal Heights, Saturdays), assumed under partnership with the City and County of San Francisco in February 2026; and the seasonal Mission Community Market (Mission District, Thursdays, March-November) supporting approximately 25 small farms and businesses.

Foodwise complements its market operations with a portfolio of food access, education, and entrepreneur support programs. Foodwise Kids has served more than 20,000 SFUSD elementary school students since 2012 and reaches 2,500+ students annually. Foodwise Teens offers paid youth development at SFUSD high schools. Market Match doubles CalFresh/SNAP EBT benefits (up to $15 per market day at Ferry Plaza and Mission, up to $10 at Alemany). Other programs include Public Education (free cooking demonstrations), Seasonal Spotlight, Talks, Building Equity Program (supporting BIPOC food entrepreneurs), and Market to Chef Program (serving 300+ Bay Area restaurants).

The organization's technology stack is standard nonprofit infrastructure (Constant Contact for email, Network for Good for donor management, commodity CMS). Revenue is generated through a mix of individual donations, foundation grants, corporate sponsorships/brand activations, vendor fees at markets, eGift Card sales, kitchen and event space rentals, and program-specific institutional funding (CDFA, Whole Foods Foundation, Bella Vista Foundation, Hearst Foundation, and approximately 15 other named foundations for Foodwise Teens alone). Governance is by an independent Board of Directors; there is no parent company, holding entity, or venture ownership.

Name

Foodwise

Legal name

Foodwise Community

Website

https://foodwise.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Foodwise is a 501(c)(3) nonprofit that operates three San Francisco farmers markets (Ferry Plaza, Alemany, and Mission Community) connecting Bay Area residents and SFUSD students with more than 130 local sustainable farms through food access, youth education, and entrepreneur support programs.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit organization (EIN 94-3212988), Foodwise relies on donations from individuals, foundations, and corporate sponsors to fund operations and education programs. The organization has institutional funders including CDFA, Whole Foods Foundation, and multiple foundations for specific programs.
2. Sponsorships: Corporate sponsors can activate their brand and connect with shoppers at Foodwise farmers markets through sponsorship opportunities. The organization offers brand activations and partnerships.
3. Market Operations Revenue: Revenue generated from operating farmers markets including vendor fees from sellers at Ferry Plaza, Alemany, and Mission Community Markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Foodwise operates three certified farmers markets in San Francisco (Ferry Plaza Farmers Market, Alemany Farmers Market, and Mission Community Market) that connect local sustainable family farms and food businesses with Bay Area residents. The organization complements its market operations with a portfolio of education and food access programs, including free youth education (Foodwise Kids and Foodwise Teens), the Market Match program that doubles CalFresh/EBT benefits, public cooking demonstrations, and the Building Equity Program supporting BIPOC food entrepreneurs.

Product overview

Foodwise (formerly CUESA) is a 501(c)(3) nonprofit organization that operates three core farmers markets in San Francisco — the Ferry Plaza Farmers Market, Alemany Farmers Market, and Mission Community Market — which serve as vital food access points connecting small family farms and food businesses with Bay Area residents. The organization complements its markets with a portfolio of education and food access programs: Foodwise Kids and Foodwise Teens provide youth development through farmers market-based learning; Market Match doubles CalFresh/EBT benefits to improve food access; Public Education, Seasonal Spotlight, and Talks offer community cooking demos and food education; and the Building Equity Program and Market to Chef Program support BIPOC entrepreneurs and farmer-restaurant connections. Additional services include farmers market eGift Cards and a weekly e-letter newsletter. Together, these markets and programs form an integrated approach to championing an equitable and sustainable Bay Area food community.

Differentiator

Problem solved

Functional benefit

Products and services

• Ferry Plaza Farmers Market A triweekly California Certified Farmers Market operated at the San Francisco Ferry Building since 1993, providing a vital link between urban dwellers and local farmers with diverse, high-quality products from sustainable growers, food makers, and chefs. Open Saturdays 8am-2pm and Tuesdays/Thursdays 10am-2pm year-round, featuring 100+ vendors on Saturdays. Vendors pay booth fees to participate.
• Alemany Farmers Market The oldest continuously operated farmers market in California, established in 1943, known as 'The People's Market.' Operated by Foodwise as of February 2026 in partnership with the City and County of San Francisco. Hosts up to 90 small family farms and food businesses with a focus on affordability and accessibility. Open Saturdays 7am-2pm year-round at 100 Alemany Boulevard in San Francisco's Bernal Heights neighborhood.
• Mission Community Market An open-air market in San Francisco's Mission District made up of farmers, small local businesses, and community programs. Supports healthy food access for Mission residents through programs like Market Match. Open Thursdays 3pm-7pm from mid-March through mid-November, supporting approximately 25 small local farms and businesses.
• Foodwise Kids A free education program for elementary school classes (grades 1-5) using the farmers market as a classroom. Through comparative tastings, market exploration, and hands-on cooking lessons, the program nurtures children's love for fruits and vegetables. Since 2012, more than 20,000 SFUSD students have participated, with 2,500+ served annually. Delivered to SFUSD schools prioritizing those with high percentages of BIPOC students and free/reduced-price meal eligibility.
• Foodwise Teens A paid youth development program where teens become change agents for a sustainable, equitable, and nourishing food future. Through hands-on experiences in the garden, kitchen, and at the farmers market, students learn about food justice and build job skills. Offers three program levels: Seed (food system basics), Grow (leadership opportunities), and Cultivate (job placements in the local food community). Delivered at Thurgood Marshall Academic High School and John O'Connell High School.
• Market Match A nutrition incentive program that doubles CalFresh (SNAP/EBT) benefits dollar-for-dollar at Foodwise farmers markets, making fresh, local food more affordable. Available at Ferry Plaza Farmers Market ($15 maximum per market day), Alemany Farmers Market ($10 per market), and Mission Community Market ($15 per market). Also accepts VeggieRx, Vouchers 4 Veggies, and WIC/FMNP vouchers.
• Building Equity Program A program supporting early-stage BIPOC (Black, Indigenous, and People of Color) entrepreneurs through opportunities at Foodwise farmers markets. Offers business development resources, market opportunities, technical assistance, financial support, and marketing to help BIPOC food entrepreneurs market-test and sell their products at Foodwise farmers markets.
• Market to Chef Program

Quantifiable outcome

• 20,000+ students served since 2012 through Foodwise Kids program
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• City and County of San FranciscocoreStrategic or Co-development Partner · 1 February 2026Foodwise partnered with the City and County of San Francisco to become the operator of Alemany Farmers Market as of February 2026. This partnership maintains the beloved institution that has served the community since 1943, continuing its role as a vital food access point in the Bernal Heights neighborhood.
• San Francisco Public Market CollaborativecoreStrategic or Co-development PartnerHistorical founding partner in 1992 that organized the initial Ferry Plaza Harvest Market. The Collaborative, consisting of restaurateurs, farmers, planners, architects, and advocates, established the vision for a farmers market on the San Francisco waterfront.
• San Francisco Unified School District (SFUSD)coreStrategic or Co-development PartnerKey educational partner providing Foodwise Kids and Foodwise Teens programs to SFUSD students. Programs prioritize schools with high percentages of BIPOC students and students eligible for free and reduced-priced meals. Partner schools include Thurgood Marshall Academic High School and John O'Connell High School for Foodwise Teens.
• Little Mission StudiominorStrategic or Co-development PartnerPartner providing live music programming at Mission Community Market, enriching the community market experience.
• Ferry Building MarketplacecoreStrategic or Co-development PartnerAdjacent brick-and-mortar food marketplace that complements the outdoor Ferry Plaza Farmers Market. Many businesses in the Marketplace were incubated at the farmers market.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Others

• Cuesa: Original brand name of Foodwise. Mentioned for historical context only; it is the same legal entity now operating as Foodwise.

Emerging players

• Sustainable Agriculture Education (SAGE): Bay Area nonprofit working on sustainable food systems, urban agriculture, and farmers market initiatives. Comparable in mission and regional focus though smaller in market operations.
• FoodCorps: National nonprofit connecting kids to healthy food through schools, similar to Foodwise Kids. Comparable on the education programming side rather than the markets side.

Direct peers

• Agricultural Institute of Marin: Operates multiple certified farmers markets across Marin County in the Bay Area, including the iconic Sunday Fairfax market. Directly comparable as a nonprofit farmers market operator serving similar small-farm and food-access missions.
• Pacific Coast Farmers' Market Association: Operates more than 60 farmers markets across the San Francisco Bay Area and Central Valley. Most direct comparable in scale and mission, also running EBT acceptance and Market Match programs.
• Heart of the City Farmers Market: San Francisco nonprofit operating a long-running farmers market in the Tenderloin with a strong food access mission. Direct peer given the same city, nonprofit structure, and food equity focus.
• Berkeley Farmers Market: Operated by the Ecology Center in Berkeley, this East Bay farmers market offers a directly comparable model of a nonprofit operating multiple markets with food access programs.

Broad incumbents

• Slow Food USA: National nonprofit advocating for good, clean, and fair food. Shares the sustainable-agriculture and food-education mission but at a broader advocacy scale rather than operating markets directly.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/foodwiseorg
• YouTubeyoutube.com/foodwiseorg
• Facebookfacebook.com/foodwiseorg
• LinkedInlinkedin.com/company/foodwise
• Instagraminstagram.com/foodwise
• TikToktiktok.com/@foodwiseorg
• Pinterestpinterest.com/foodwiseorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Foodwise