Napa Farmers Market

What Napa Farmers Market does

Napa Farmers Market is a 501(c)(3) nonprofit organization operating a single California Certified Farmers' Market at 1100 West Street in downtown Napa, California. It runs a year-round Saturday market (8 a.m. to 12 p.m., rain or shine) and a seasonal Tuesday market from April 7 through December 22, 2026, hosting more than 50 local farms and specialty food producers who sell directly to consumers. The organization was seeded in 1983 and launched its first certified market day on August 16, 1988; it is now marking a "40 Years Fresh" anniversary in 2026 under Executive Director Cara Mae Wooledge.

The market's product surface is anchored by the physical market itself and is extended by a portfolio of community programs: CalFresh Market Match (which doubles SNAP/EBT benefits for produce), WIC and Seniors food-assistance programs, Produce Donations to food banks, Shop for the Shelter, Chef Demonstrations, the Green Market sustainability initiative, and an online Vendor Map. The underlying technology stack is intentionally minimal — a WordPress website, a Mailchimp-style e-newsletter (eepurl.com), social-media accounts on Facebook, Instagram, and X, and an interactive vendor map — with no API, no mobile app, and no proprietary software disclosed.

The business model is a community-impact nonprofit rather than a commercial enterprise. Revenue is generated through vendor stall/participation fees, donations (including the annual GiveGuide campaign, which raised $32,306 from 152 donors in 2025), and food-assistance program funding. Pricing for market attendance is not charged to consumers, and no pricing models are publicly disclosed. Go-to-market relies entirely on organic social media, an email newsletter, community partner referrals, and word of mouth. The customer base is a horizontal mix of general Napa community shoppers, low-income CalFresh/WIC/Seniors beneficiaries, local farmers and food producers (as vendors), and participating chefs.

Name

Napa Farmers Market

Legal name

Napa Farmers Market

Website

https://napafarmersmarket.org

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Napa Farmers Market is a 501(c)(3) nonprofit operating a single California Certified Farmers' Market in downtown Napa, connecting 50+ local farms directly to community shoppers through a weekly Saturday market, a seasonal Tuesday market, and food-assistance programs such as CalFresh Market Match, WIC, and produce donations.

Ownership category

akta.pro rank

Product category

Farmers Market

NAICS

Fruit and Vegetable Retailers (445230)

akta.pro primary industry

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

akta.pro secondary industry

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

Keywords

• Certified farmers market
• Fresh local produce
• Food access programs
• Farm direct sales
• Nonprofit farmers market

Headquarters

HQ city

Napa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels2 records

Marketing channels6 records

Core offering

Napa Farmers Market operates a California Certified Farmers' Market venue at 1100 West Street in downtown Napa, where over 50 local farmers and specialty food producers sell fresh produce, specialty foods, and artisan goods directly to consumers on Saturdays year-round and Tuesdays seasonally (April 7 through December 22). The nonprofit organization also runs community food assistance programs including CalFresh Market Match (doubling SNAP benefits for produce), WIC and senior nutrition support, produce donations to food banks, chef demonstrations, and a sustainability-focused Green Market program.

Product overview

Napa Farmers Market is a single-location, physical farmers market operated by a 501(c)(3) nonprofit organization. The core offering is the weekly market venue where local farmers and food vendors sell directly to consumers. Supporting programs include CalFresh Market Match (which doubles SNAP benefits for produce), food assistance programs for WIC participants and seniors, and community initiatives like Chef Demonstrations and the Green Market sustainability program. The market operates year-round on Saturdays and seasonally on Tuesdays at 1100 West Street in downtown Napa, California.

Differentiator

Problem solved

Functional benefit

Products and services

• Napa Farmers Market
• Vendor booth and stall rentals

Quantifiable outcome

• Up to 60% reduction in supply chain emissions through direct farmer-to-consumer model
• +3 more outcomes

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

Six partnerships are on record, tiered core and minor.

• CalFresh (Market Match)coreGTM or Marketing Partner · 1 January 2025CalFresh Market Match program where CalFresh/EBT customers receive double benefits for purchasing fruits and vegetables at the market. This program helps expand food access for low-income community members.
• WIC ProgramcoreGTM or Marketing Partner · 1 January 2025Special supplemental nutrition program for women, infants, and children that provides food benefits at the farmers market.
• Produce Donations (Farmers Market to Food Bank)coreGTM or Marketing Partner · 1 January 2025Program connecting market produce to food bank donations, reducing food waste while addressing community hunger.
• Shop for the ShelterminorGTM or Marketing Partner · 1 January 2025Community program allowing shoppers to purchase produce for donation to local shelters.
• Seniors ProgramcoreGTM or Marketing Partner · 1 January 2025Food assistance program specifically designed for senior community members.
• Community PartnerscoreStrategic or Co-development Partner · 1 January 2025Network of community organizations collaborating to support local food access and food security initiatives.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ferry Plaza Farmers Market: Operated by CUESA in San Francisco, Ferry Plaza Farmers Market is a California Certified Farmers Market offering direct farmer-to-consumer sales three days a week. It is a closely analogous nonprofit-certified market with comparable vendor scale, food-access programs, and chef demonstrations, serving as the most relevant benchmark for Napa's operating model.
• Santa Monica Farmers Market: One of the largest certified farmers markets in California, operating multiple weekly market days with strong vendor participation and SNAP/EBT acceptance. Comparable to Napa Farmers Market in its certified status, multi-day cadence, food-access programming, and producer-only sourcing requirements.
• Alemany Farmers Market: San Francisco's longest-running certified farmers market, operating Sundays year-round with direct producer sales. Comparable in certified status, mission-driven nonprofit structure, food-assistance program participation, and emphasis on producer-only sourcing.
• Davis Farmers Market: A nonprofit certified farmers market in Yolo County operating multiple market days with vendor mix of farmers, prepared foods, and artisans. Comparable in size, governance model (501(c)(3)), and community-mission focus to Napa Farmers Market.
• Hollywood Farmers Market: A nonprofit California Certified Farmers Market serving the Hollywood community with weekly operations, CalFresh acceptance, and community programming. Operates with a similar small-staff nonprofit structure and mission orientation to Napa Farmers Market.

Regional players

• St. Helena Farmers Market: A Napa Valley-region certified farmers market operating on a smaller scale in an adjacent town. Relevant as a directly geographic peer in the same county/Napa Valley food ecosystem, with potential overlap in vendor base and shopper catchment.

Emerging players

• Farm Fresh To You: A California-based CSA and organic produce delivery service connecting consumers to local farms via subscription boxes. Comparable to Napa Farmers Market as an alternative direct-to-consumer channel for California farmers, competing for both consumer spend and farm relationships.
• Imperfect Foods (Misfits Market): Online direct-to-consumer local and sustainable food subscription service. An emerging player competing for the same consumer demand for fresh, locally-sourced produce that Napa Farmers Market addresses via physical market days — relevant for understanding competitive channel pressure on vendor sales and consumer habits.

Others

• California Alliance of Farmers' Markets: A statewide nonprofit association supporting certified farmers markets across California through advocacy, training, and program administration. Relevant as an ecosystem enabler that Napa Farmers Market interacts with for certification support, policy advocacy, and food-access program administration.

Broad incumbents

• Pacific Coast Farmers' Market Association: A regional operator managing dozens of certified farmers markets across the San Francisco Bay Area and Central Valley. Comparable as an organizational peer running multiple markets, supporting food assistance programs (Market Match), and providing vendor recruitment infrastructure that Napa Farmers Market relies on as a single-site operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/napafarmersmkt
• Facebookfacebook.com/NapaFarmersMarket
• Instagraminstagram.com/napafarmersmkt
• LinkedInlinkedin.com/company/napa-farmers-market

Compliance1 record

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 Napa Farmers Market