The principal author of the Food Within Reach guide is Allen Moy, who has served as the Executive Director of Fresh Approach since 2010. Allen was introduced to the world of farmers’ markets and sustainable agriculture in 2003 when he joined the staff of the Pacific Coast Farmers’ Market Association (PCFMA) as the organization’s Assistant Director. During his time there, he had the opportunity to work on myriad aspects of farmers’ markets: market management, new market development, marketing, and consumer research.

Allen continues to work with farmers’ markets at Fresh Approach, developing and managing programs that help these markets to better serve low income communities, and designing strategies that help these consumers increase their consumption of fresh, nutritious, locally grown fruits and vegetables.

The editorial team, whose many combined years of experience coordinating and operating farmers’ markets and other healthy food access programs, developed and refined this guide, providing important depth and insight. These contributors include Laura Salcido, Fresh Approach Food Access Program Manager; Laura deTar, Fresh Approach Nutrition Program Manager; Leah Ricci, Fresh Approach Education Program Manager; Ben Palazzolo, PCFMA Director of Direct Marketing and Greg Zeroun, PCFMA Market Manager.

The design and layout of the first edition of the Food Within Reach guide was created and implemented by Sarah Trent, PCFMA Marketing and Promotions Specialist. The design and layout of the first edition was updated and implemented by A.J. Mahon, PCFMA Marketing and Promotions Specialist.

Photographs were taken from the PCFMA and Fresh Approach archives. Photographers include Sarah Trent, Greg Zeroun, Anna Buss, James Cochran, Keith Wall, and Erik Madsen.

A Guide to Opening Small Farmers' Markets in San Jose, California