The Pacific Coast Farmers’ Market Association (PCFMA) announced Tuesday that it has decided to discontinue the San Pablo Farmers’ Market, which was due to return this Spring.
The farmers market — which started in 2012 and occurred Saturdays from Spring through Fall in the parking lot of San Pablo City Hall — failed to attract enough shoppers to make it viable, said Alyssia Plata, marketing and promotions specialist with PCFMA.
“The problem is sometimes customers want to come to a full market, but farmers don’t want to come to a market without many customers,” Plata said.
Plata added that an alternative may be coming to San Pablo. PCFMA’s sister organization, Fresh Approach, has been exploring the possibility of operating its mobile farmers’ market, Freshest Cargo, in the city.
“We have been working together in hopes of finding support and funding in order to continue providing the San Pablo community with access to fresh, local produce,” Plata said.
Freshest Cargo currently makes stops at Rubicon Programs at 101 Broadway in Richmond as well as in North Richmond in the parking lot on Chesley Avenue and Fred Jackson Way.
PCFMA operates some 60 farmers markets in the Bay Area, including in Richmond. It made a similar announced Tuesday about the closure of a farmers market that operated across the street from the Glen Park BART station in San Francisco. That market also struggled from a lack of enough shoppers, Plata said.
Photo of San Pablo Farmers’ Market courtesy of city of San Pablo