Farmers Market on Wheels
Fueled by a 2017 Innovation Grant from Wholesome Wave, Freshest Cargo—the mobile market powered by Fresh Approach—serves up fresh fruits and vegetables to underserved neighborhoods all over the San Francisco Bay Area. This farmers market on wheels delivers fresh, California-grown produce—sourced from 58 local farms—with a side of nutritional education. Freshest Cargo’s shoppers who receive certain state and federal benefits are offered a 50% discount on all fruits and vegetables. Through a dollar-for-dollar matching program, shoppers paying with CalFresh EBT can also receive up to $20 per day in free produce.
"You bring this truck to our community and it’s within walking distance. Having Freshest Cargo in our neighborhood means I can take charge of my own health." -Shopper at Richmond, CA stop
Fresh Approach was able to sell over $80,000 in fresh fruits and vegetables to low-income Americans in the 2018 season alone. The success of their traveling market has sparked affordability and access to produce, helping neighborhoods in need stay healthy.
Other Innovation Grant recipients are:
- City of Aurora, IL
- City of Madison, WI
- Farm Fresh Rhode Island
- Fresh Approach
- Grow NYC
- Local Environmental Agricultural Project (LEAP)
- Maryland Farmers Market Association
- St. Joseph's Health Foundation
- Zenger Farm