Intended Audience

This guide is written with a targeted audience in mind: community-based organizations interested in learning more about opening farmers’ markets in San Jose, California; particularly those that meet the definition of “small farmers’ markets.”

Hopefully, much of what is contained within this handbook, such as questions to consider when seeking to better understand the most important needs of a community and deciding whether or not a farmers’ market is the right strategy to address those needs, will also be helpful to others working on issues of food access and food justice.

As well, while this guide starts with the assumption that the reader has never been involved in operating a farmers’ market before, many of the tips within the guide, which come from veteran farmers’ market managers, could be helpful to anyone who manages a farmers’ market.

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