Building Equity at the Farmers Market: How You Can Help Small Food Businesses Thrive
December 27, 2024
Like you, we believe farmers markets should be equitable and inclusive for all, and that small business owners should be set up for success as they share their passion, talents, and delicious food. When you support Foodwise, you help open up a world of opportunities for BIPOC food entrepreneurs as their businesses are taking root, and ensure that farmers markets reflect our diverse Bay Area community.
In this new video, Ferry Plaza Farmers Market entrepreneurs who got their start through our Building Equity program share how their participation has helped them overcome challenges, grow their businesses, and thrive.
Building Equity at the Farmers Market
Establishing a food business is hard, made even more so by barriers due to systemic racism. One of the largest roadblocks is a lack of access to capital. Without capital or intergenerational wealth, new entrepreneurs often take on high-risk loans. BIPOC entrepreneurs are less likely to be approved for funding than their white counterparts and face inequitable lending practices such as higher interest rates. Many small businesses buckle under the weight of debt before they’re able to become profitable.
Farmers markets provide a low-risk way for small businesses to market-test new products, build their brand, and grow their customer base. Working with our Building Equity partners En2action, In The Black, La Cocina, Mandela Partners, and Oakland Bloom, Foodwise helps lower barriers for new businesses by providing market opportunities, financial support, and technical assistance.
Businesses get their introduction to the farmers market by participating in a monthly or quarterly pop-up residency, or one of our Pop-Ups on the Plaza events. During this first stage, Foodwise waives stall fees, underwrites health and fire permit fees, offers setup assistance, and more. We believe in the bold visions that each entrepreneur has for their business, and the Building Equity program invests in these businesses, so that they can bring those visions to life.
Celebrating Innovative BIPOC Food Makers
Sierra Young, owner of Mangosay, was introduced to Foodwise through Mandela Partners, a Building Equity program collaborator. In 2022, she began popping up at Ferry Plaza Farmers Market and in 2023 transitioned to a permanent stall.
Through the Building Equity program, Foodwise offers a reduced stall fee rate and subsidizes permit fees for the first year as a business is getting established in the market. Being in the farmers market also gave Mangosay access to a large base of regular shoppers, along with promotional opportunities and business coaching.
With that support, Sierra was able to focus on seeing her vision for Mangosay come to fruition. With her warm and welcoming orange tent and delicious mango smoothies, Sierra quickly grew Mangosay into a Ferry Plaza Farmers Market staple. She’s also hired her first part-time staff members and expanded to additional markets.
“I want to be where people are going to celebrate me, and where I can celebrate back,” says Sierra.
Creating a Diverse and Delicious Bay Area
Each vendor featured in the video has transitioned from pop-up to permanent vendor in the Ferry Plaza Farmers Market, including Aedan Fermented Foods, who started selling her miso as a guest vendor through our longstanding partnership with La Cocina, and then became permanent in 2016.
“From the beginning, it was a very small start in the Ferry Building Farmers Market, but I met many restaurant chefs now, many customers…and then now I could open my store,” shares Aedan’s owner, Mariko Grady.
Both Aedan Fermented Foods and Gumbo Social have opened brick-and-mortar locations in San Francisco, and Nusa recently had a residency at Public Market Emeryville. This growth was enabled by the reliable and steady foundation of the farmers market community.
“We would like to introduce and popularize Indonesian food one palate at a time, and this is a good place to do it,” shares Perry Huang, co-owner of Nusa. “It’s really great to see how many shoppers keep coming back after they try our cakes.”
“What really excites me about this program is getting with these different entrepreneurs, tasting their amazing products,” says Foodwise’s Deven Okry. “It also exposes customers to different cuisines and getting to learn about other people’s cultures.”
BIPOC people have always stepped up and cultivated innovative food businesses, bringing new dishes and cuisines to the Bay Area. You can celebrate the contributions of BIPOC and immigrant entrepreneurs by offering your support, which goes directly toward leveling the playing field for these small businesses.
“Being a part of Foodwise is super special. We’re a hotbed for creativity, food artisans, and proximity to really great produce,” says Dontaye Ball, owner of Gumbo Social. “After being here, I can do anything.”
Build Equity for Early-Stage BIPOC Entrepreneurs
Help make farmers markets inclusive for all and invest in early-stage BIPOC entrepreneurs through Foodwise’s Building Equity program. Donate today to help us reach our year-end goal of $75,000, so that local food makers can continue to make an impact in our diverse Bay Area community.
