California Fresh Farmers Market Association

What California Fresh Farmers Market Association does

California Fresh Farmers Market Association (CFFMA) is a 501(c)(3) nonprofit organization founded in 1999 that operates the Central Valley's largest farmers market network. The organization runs three weekly farmers markets in Fresno, California — River Park Farmers Market (Tuesdays 5:00pm–9:00pm), Woodward Farmers Market (Sundays 9:00am–1:00pm), and Tower District Farmers Market (Thursdays 5:30pm–9:30pm) — providing physical venues that connect local farmers, food producers, food trucks, artisans, and crafters directly with approximately 13,000+ Fresno and Central Valley consumers each week. Markets are free to attend, and CFFMA drives attendance through themed special events (e.g., Y2K Nostalgia Night, Disney drone shows, Harry Potter Food Festival), community content (Discover the Bounty cooking classes), and active social media and newsletter engagement.

CFFMA's revenue model rests on three streams: (1) tiered vendor fees paid by farmers, food trucks, and artisans to participate in weekly markets, with pricing varying by vendor type and location, managed through the ConventionForce vendor portal; (2) local-business sponsorships that provide brand exposure to a 1.2M+ annual impression audience, with 76% of attendees engaging sponsor booths; and (3) donations and grants consistent with its 501(c)(3) status. Beyond the markets, the organization runs Fresh Rescue, a 2020-launched food-waste program that redirects surplus produce from market vendors to families in need via partnerships with Fresno Mission and Central California Food Bank, and Discover the Bounty, a free cooking-class and recipe program built around Central Valley seasonal ingredients. The organization is governed as an independent nonprofit under President Nico DeYoung, with no parent company or institutional investor structure identified.

Name

California Fresh Farmers Market Association

Legal name

California Fresh Farmers Market Association

Website

https://cffma.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

California Fresh Farmers Market Association (CFFMA) is a 501(c)(3) nonprofit that operates three weekly farmers markets in Fresno, California, connecting local farmers, food producers, and artisans with 13,000+ Central Valley consumers each week.

Ownership category

akta.pro rank

Product category

Community Farmers Markets

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

akta.pro secondary industries

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

Keywords

• Farmers market operations
• Community markets
• Vendor management
• Local food distribution
• Food waste reduction

Headquarters

HQ city

Fresno

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vendor Fees: Local farmers, food vendors, and artisans pay fees to participate in weekly farmers markets. Pricing varies by vendor type (growers, food trucks, artisans) and market location, with weekly and seasonal options available.
2. Sponsorships: Local businesses and organizations sponsor the farmers markets, receiving brand exposure, on-site activation opportunities, and digital promotion through newsletters and social media. Sponsorships help keep markets free to attend.
3. Donations and Grants: As a 501(c)(3) nonprofit organization established in 1999, CFFMA may receive charitable donations and grants to support operations and community programs like Fresh Rescue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

California Fresh Farmers Market Association (CFFMA) operates three weekly farmers markets in Fresno, California, providing a physical retail venue where local farmers, food producers, food trucks, and artisans sell directly to consumers. The nonprofit also runs the Fresh Rescue food-waste redistribution program and the Discover the Bounty cooking-class and recipe program, and it provides a vendor application/management portal for market participants.

Product overview

California Fresh Farmers Market Association (CFFMA) operates a network of three weekly farmers markets in Fresno, California: River Park Farmers Market (Tuesdays), Woodward Farmers Market (Sundays), and Tower District Farmers Market (Thursdays). The organization provides a vendor marketplace platform for local farmers, food vendors, and artisans to participate in markets, while also offering community programs including Fresh Rescue (food waste reduction) and Discover the Bounty (cooking classes). CFFMA generates revenue through vendor fees, sponsorship programs, and special themed events.

Differentiator

Problem solved

Functional benefit

Brands

• Fresh Rescue: A community initiative by CFFMA that collects surplus produce from farmers markets and redirects it to families in need across Central California.
• Discover the Bounty

Products and services

• River Park Farmers Market Weekly farmers market held every Tuesday from 5:00pm to 9:00pm at River Park Shopping Center in Fresno, featuring local produce, food trucks, and artisan vendors. Open to community visitors at no cost.
• Woodward Farmers Market Weekly farmers market held every Sunday from 9:00am to 1:00pm in the Woodward Park area of Fresno, featuring fresh produce and local goods. Free for community visitors.
• Tower District Farmers Market Weekly farmers market held every Thursday from 5:30pm to 9:30pm in Fresno's Tower District, offering local produce and artisan vendors. Free for community visitors.
• Fresh Rescue Community program that collects unsold produce and goods from market vendors and redirects them to families in need through partner organizations such as Fresno Mission and Central California Food Bank.
• Discover the Bounty Cooking class and recipe program featuring seasonal ingredients from the Central Valley, providing free video cooking classes and recipes for adults and kids.
• Vendor Marketplace Vendor application and management portal connecting local farmers, food producers, artisans, and small businesses with CFFMA markets via an online system (ConventionForce). Vendors pay tiered fees based on category and market location.
• Sponsorship Program Business sponsorship opportunities for local organizations seeking brand exposure through market signage, digital promotions, newsletters, and direct engagement with 13,000+ weekly customers.
• Special Themed Events Themed market events including Y2K Nostalgia Night, Disney-themed drone light shows, Harry Potter Food Festival, rodeo nights, and cultural celebrations held at CFFMA markets to drive attendance and community engagement.

Quantifiable outcome

• 13,000+ customers served weekly
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• SunMade Smart Roofing, Solar & ElectricminorGTM or Marketing PartnerLocal solar and roofing company sponsoring CFFMA farmers markets, providing brand exposure through market signage and promotions.
• Unique OrthodonticsminorGTM or Marketing PartnerLocal orthodontics practice sponsoring CFFMA farmers markets for community brand visibility.
• Bushel & Peck BooksminorGTM or Marketing PartnerLocal bookstore sponsoring CFFMA farmers markets, connecting with community readers and families.
• Donald P. Dick Air ConditioningminorGTM or Marketing PartnerHVAC service company supporting CFFMA farmers markets through sponsorship for community engagement.
• Sunrun SolarminorGTM or Marketing PartnerSolar energy company sponsoring CFFMA farmers markets, aligning with sustainable and local focus.
• Community Medical CentersminorGTM or Marketing PartnerHealthcare organization sponsoring CFFMA farmers markets, supporting community health and wellness initiatives.
• Fresno MissioncoreStrategic or Co-development PartnerPartner organization receiving donated surplus food from Fresh Rescue program to distribute to vulnerable community members experiencing hunger in Fresno.
• Central California Food BankcoreStrategic or Co-development PartnerMajor food bank partner receiving Fresh Rescue donations to distribute through their network supporting families in need across Central California.
• River Park Shopping CentercoreStrategic or Co-development PartnerHost venue for River Park Farmers Market, providing the physical location that enables the market's operations.

Scale indicators5 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Heart of the City Farmers' Market: Independent nonprofit operating weekly farmers markets in San Francisco focused on accessible local food. Comparable nonprofit market operator with similar mission of connecting local farmers with urban communities through recurring weekly market events.
• Santa Monica Farmers Market: City-operated network of farmers markets in Santa Monica running multiple weekly market days serving Southern California consumers. Comparable multi-location weekly farmers market operation with vendor fee structure and community programming focus.
• CUESA (Center for Urban Education about Sustainable Agriculture): Operates the Ferry Plaza Farmers Market in San Francisco, one of California's most prominent flagship farmers markets. Comparable in running a high-traffic weekly market with vendor coordination, educational programming, and community-focused nonprofit operations.
• Pacific Coast Farmers' Market Association: Manages farmers markets across the San Francisco Bay Area and surrounding California regions, operating weekly markets with vendor fees and sponsorship programs. Highly comparable nonprofit market operator with multi-county geographic spread analogous to CFFMA's Fresno footprint.
• GrowNYC: Operates a network of Greenmarkets across New York City, connecting regional farmers with urban consumers through weekly outdoor markets. Directly comparable nonprofit farmers market operator with multi-location model, vendor management, and community programming similar to CFFMA.
• Marin Farmers Market Association: Operates multiple weekly farmers markets in Marin County, California, serving Bay Area communities with local produce and artisan goods. Directly comparable nonprofit association with multi-location weekly market operations and vendor/sponsor revenue model.

Emerging players

• Imperfect Foods: Online direct-to-consumer platform delivering surplus and "imperfect" produce from farmers to consumers. Adjacent competitor to CFFMA's vendor marketplace, addressing similar farmer-to-consumer produce flow through a different (delivery) channel.
• Local Roots NYC: Operates indoor/outdoor farmers markets in New York City with a focus on supporting local farmers and sustainable food systems. Comparable nonprofit market operator with multi-location model and similar mission of strengthening local food access.

Others

• Central California Food Bank: Major regional food bank partner receiving Fresh Rescue donations from CFFMA for distribution across Central California. Adjacent ecosystem participant that is a strategic partner rather than competitor, but operates in overlapping food access mission space.

Broad incumbents

• Farmers Market Coalition: National nonprofit trade association supporting farmers markets across the U.S. through advocacy, training, and resources. Comparable in nonprofit mission and farmers market ecosystem focus, though operating at an industry-support level rather than running individual markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/california-fresh-farmers-market-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 California Fresh Farmers Market Association