Foodwise > Programs > Building Equity Program

Building Equity Program

Foodwise’s Building Equity program offers business development resources and opportunities for early-stage BIPOC food entrepreneurs to market-test and sell their products and build a customer base at Foodwise farmers markets. The goal of the program is to support business growth, economic viability, and asset-building for BIPOC entrepreneurs.

Foodwise is committed to fostering diversity, equity, inclusion, and justice (DEIJ) in all aspects of our work. We recognize that farmers markets have a history and reputation for being predominantly white spaces, and that we must actively work to undo systemic racism and create more inclusive farmers markets for all. To better represent the diversity, innovation, and talents of our communities, we are working to bring Black, Indigenous, and People of Color (BIPOC) food makers to the forefront.

One way we do this is by partnering with local community organizations to provide opportunities for BIPOC entrepreneurs at Foodwise farmers markets. Foodwise and our partners are proudly committed to uplifting and advancing equity for BIPOC, immigrant, and limited-resource entrepreneurs across the Bay Area. 

Scope of Program

Farmers markets are a low-risk way for new or early-stage entrepreneurs to gain access to sales channels, build their brand, and trial their products and menus without a lot of capital. However, there are still costs involved, from equipment to permitting.

To help reduce economic barriers for participating entrepreneurs, Foodwise offers rotating spaces at our farmers markets at a reduced stall fee rate and subsidizes permit fees. To help set participants up for success, Foodwise and our program partners offer: 

The Foodwise team provides on-site visits and market stall setup assistance to prepare business owners for their market appearance. In advance of their first market day, Foodwise and our community partners work together to ensure that business owners are informed about all state and local laws, regulations, and market rules, and have all the equipment necessary to participate in the markets. As needed, equipment is also available for participating businesses.

To reduce financial barriers for participating in the farmers market, Foodwise applies for all required health and fire permits and sponsors associated permitting fees for each partner business. Annual application fees ($150 per participating vendor) are also waived, and stall fees are also offered at a reduced rate. Financial support can cost on average $1,200-$1,500 per vendor quarterly, and even more annually in permits and stall fees.

We offer marketing support by promoting participating businesses in marketing materials and digital channels, such as our weekly e-letter, website, and social media. Foodwise also offers promotional opportunities for businesses at our special events and public cooking demos.

Pathways from Pop-Up to Permanent

Our Building Equity program offers four progressive levels for entrepreneurs at the farmers market. When a business is ready and as market space allows, they may be invited to join the Pathway to Permanent track. We prioritize entrepreneurs who work directly with our program partners.

1. Pop-Ups on the Plaza

Entrepreneur participates in our Pop-Ups on the Plaza events, quarterly one-day events centered around a holiday or theme (e.g., Celebrating BIPOC Women Makers or Juneteenth on the Waterfront).

2. Market Residency

Entrepreneur participates in a month- or quarter-long residency in a Foodwise farmers market to increase brand awareness, gauge customer feedback, and gain direct marketing experience.

3. Pathway to Permanent: Year 1

After successfully completing two quarterly residencies, a vendor may be invited to join one of our weekly markets. Foodwise subsidizes permit fees and offers reduced stall fee rate, as they establish a thriving market presence.

4. Pathway to Permanent: Year 2

At the end of Year 1, vendors in good standing may be invited to participate in Year 2, with the goal of becoming a permanent market vendor. They pay regular stall and permit fees, while Foodwise provides ongoing technical support.

The following participants have been placed at our markets:

Current: Aedan Fermented Foods | Asúkar Palestinian-Cuban Fusion | Bini’s Kitchen | Chef Sarah Germany | Gourmonade | Gumbo Social | Keep It Simple Juice | Mangosay | Mi Comedor | Nusa | Peaches Patties | Tonantzin Mexican Cuisine

Legacy: Baby Bean Pie | Crumble & Whisk | Kitiya | Mi Morena | Oyna Foods | Rasoi | Reem’s

Program Partners

Foodwise is grateful to partner with these organizations to implement the Building Equity program:

The mission of La Cocina is to cultivate low-income food entrepreneurs as they formalize and grow their businesses. They support businesses by providing an affordable commercial kitchen space, industry-specific technical assistance, and access to market opportunities. La Cocina is primarily focused on providing resources to women from communities of color and immigrant communities.

En2action’s Ujamaa Kitchen program is a culinary boot camp that provides entrepreneurship guidance, workforce development, and collaborative commercial kitchen space to the Bayview and Black-owned business of the City of San Francisco.

In The Black is a creative and entrepreneurial marketplace providing Black-owned businesses with access to affordable retail space in the historic Fillmore District, with a focus on Bay Area designers. In The Black is carving out a new path focused on Black community empowerment, wealth building, and prosperity.

Mandela Partners is a nonprofit organization that works in partnership with Bay Area residents, family farmers, and community-based businesses to improve health, create wealth, and build assets through local food enterprises in limited-resource communities.

Testimonials

“Foodwise has been the foundation that has moved Chef Sarah Germany from a concept to a functional business. Being one of the vendors in the Ferry Plaza Farmers Market feels like I got to finally be on the varsity team. It’s provided us a platform to actually figure out who we are as a business, and more importantly, who we can be.”
—Sarah Germany, owner of Chef Sarah Germany

“The Ferry Plaza Farmers Market is now my largest platform to showcase Mangosay, meet people from all over the world, and operate in a high-trafficked area in the heart of San Francisco…When I think about the community part of being in the farmers market, it really fills me. When you are put in a position where people are really rooting for you, supporting you, they really want to see you win.”
—Sierra Young, owner of Mangosay

“Being a part of Foodwise is super special. We’re a hotbed for creativity, food artisans, and proximity to really great produce. After being here, I can do anything.”
—Dontaye Ball, owner of Gumbo Social

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Support the Building Equity Program

Foodwise is a 501(c)(3) nonprofit, and we depend on community support to offer the Building Equity program. Invest in early-stage BIPOC entrepreneurs with a donation today.

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Thank You to Our Current & Previous Institutional Funders

  • Bank of Marin
  • San Francisco Human Rights Commission
  • Kaiser Permanente Foundation
  • The Port of San Francisco
  • Robert & Toni Bader Charitable Foundation

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