CENTER FOR FOOD AND AGRICULTURE
Bringing Food, Farm, and Communities Forward
A
California Center for a Healthier Food Culture
Building career pathways and holistic impact for all California farmers with additional support for historically disadvantaged producers.
ABOUT
The Agricultural Institute of Marin (AIM) stewards a healthy local and regional food system, where farmers play a critical role in creating both a thriving ecology and a living economy. The Center for Food and Agriculture (CFA) will be the space to accelerate this work, with ongoing education and thought leadership programs to engage the community, support farmers, and increase food access.
AIM operates 9 certified farmers markets across the Bay Area, serving over 2 million annual shoppers and over 430 California small and midsize farmers, food producers, and artisans representing 44 California counties. AIM operates a mobile farmers market that visits 14 locations across Marin and San Francisco weekly.
PROJECT MISSION
To foster regenerative and culturally-relevant food systems that connect people who need quality food with small to midsize farmers, ranchers, fishers, and food producers to reverse climate change and promote economic growth.
ECONOMIC $ 2 6 M
M I L L I O N
THIS YEAR AIM S MARKETS GENERATED IN SALES FOR OUR NETWORK OF 5 2 ‘ 4 3 6
SMALL AND MIDSIZE PRODUCERS $ N I N E IN MARIN
ENVIRONMENTAL
DIRECT TO MARKET FARMS CREATE 3 2 LOCAL JOBS PER $ 1 M IN REVENUE
Beginning farms that sell direct to consumer have higher odds of survival
Marketplace for organic and climate-smart producers with incentive payments for climate-smart practices; 2 / 3 L
/ 2
ORGANIC FARMS SELL THROUGH LOCAL FOOD MARKETS
SMALL AND MIDSIZE FARMS, LIKE THOSE AT OUR MARKETS, PRODUCE 2
EMISSIONS THAN INDUSTRIAL FARMS
OUR IMPACT
POLICY & SYSTEMS CHANGE
( A B 7 2 8 6 )
P R O P 4
ACHIEVED NEW STATE LEGISLATION FOR MOBILE FARMERS MARKETS
HEALTHY FOOD ACCESS
Rollin’ Root serving older adults and underserved communities across the Bay Area; distributed over
$ 1 . 3 + M I L L I O N SUCCESFULLY ADVOCATED FOR PROP 4 CLIMATE BOND TO INCLUDE FUNDING FOR SUSTAINABLE AGRICULTURE;
$ 1 0 B I L L I O N IN STATE FUNDING
LED STATEWIDE EFFORT TO SAVE MARKET MATCH; S A V E D M A R K E T M A T C H
$ 3 5 M I L L I O N IN CALIFORNIA BUDGET
IN NUTRITION INCENTIVES FOR SHOPPERS
OUR CUSTOMERS
PRODUCERS & MAKERS
Over 440 small to mid-size family farmers, specialty food purveyors, and artisans from 44+ California Counties EATERS
Diverse demographic base, drawing from over 600,000 households in Marin, Sonoma, East Bay, and San Francisco BUSINESSES
Local area chefs-SF Bay Area has over 38,500 food establishments
DATA: HOUSEHOLDS - US CENSUS (2019); RESTAURANTS - OPEN TABLE (NOVEMBER, 2020)
COMPETITIVE LANDSCAPE
40+ farmers markets in Marin, Sonoma, and San Francisco counties area
Estimated over $350M spent annually at Bay Area markets
WHAT MAKES US DIFFERENT
One of the first minimal waste, open-air farmers markets with onsite learning center
Recognized by San Francisco Design Week as the “Future of Foods” - 2021
Built with the principles of regenerative systems embedded in everything
Programs to increase career pathways in regenerative and organic agriculture
AIM’S 5 IDENTIFIED CHALLENGES
The farmers that feed us are struggling. The US lost 150,000 farms in 2023, and small to midsize producers are particularly vulnerable. Only 8% of California farmers–largely industrial farms–receive government subsidies.
Beginning, small-scale, and socially disadvantaged farmers and food makers face systemic barriers to accessing capital, grants, and equal access to farming and food programs.
Economic barriers and mobility challenges are significant hurdles to food access, particularly affecting older adults and vulnerable communities. More than one in five Californians is food insecure. Climate change increasingly threatens agriculture and food production. Industrial agricultural practices are harmful to the planet and perpetuate climate change.
The food system is fractured, leaving communities without control of where their food originates. The daily work of food and agriculture has been removed from our lives, sanitizing what we eat and isolating us from the reality of farming and food production. Breaking the connections between our lives and the foods we eat leaves consumers blind to the ways food and agriculture affect health, environment, and quality of life.
OUR OPPORTUNITY
Put down roots in a permanent space with a thriving market, an inspiring learning center, and a vibrant public commons
Preserve and expand the growth of small and midsize farmers and producers with additional selling spaces, a 3rd farmers market day, and a centralized home for AIM's Small Business Support Programs
Increase farmers’ adoption of regenerative and organic practices
Increase local and regional perspectives and participation in State and Federal policy creation and advocacy
Increase community access to quality, nutrient-dense foods especially for the food insecure
Build a healthier food culture through education for all
Tackle changing climate conditions
Offer community resilience in crisis events
LOCATION
Situated on the 4.63-acre undeveloped site on the historic Frank
Lloyd Wright-designed Marin Civic Center Campus.
Easy access from Highway 101 and SMART train public transportation.
Public-private partnership with Marin County.
Develops the last piece of the Civic Center Campus completing Wright's original content design which included a market.
CFA DESIGN CONCEPTS
CLASSROOMS, CONFERENCE
ROOMS, AIM OFFICES
VISITOR CENTER & COFFEE SHOP TEACHING KITCHEN CLASSROOM
Usonian houses were the result of architect Frank Lloyd Wright’s goal to design a simple, modern, affordable home for the masses.
Emphasize both beauty and functionality with low pitched roofs, streamlined modern profile, and deep overhangs to blur the distinction between indoors and outdoors.
Based on a philosophy Wright called “organic architecture”: thoughtful, beautiful homes made with natural materials and elements, yet custom tailored.
Lindal Cedar Homes has partnered with the Frank Lloyd Wright Foundation to launch the Lindal Imagine Series to unite the enduring design principles of Wright’s Usonian homes with current developments in technology, construction and design theory.
Aris Georges graduate of the Frank Lloyd Wright School of Architecture, founder of OM Studio Design, a co-designer of the Lindal Imagine Series.
MAJOR FEATURES
YEAR-ROUND CERTIFIED FARMERS MARKET
3 days per week (Tue-Thur-Sun); 250 spaces
NEW MARKET AMENITIES
ADA friendly restrooms, seating, drinking water, tie-downs for producers’ tents, electric power for producers, WiFi, and shelter from sun, rain, and wind
VISITOR CENTER
Market information, exhibitions, merchandise, and coffee kiosk
LEARNING CENTER
Teaching kitchen, indoor/outdoor classrooms, climate & children’s gardens, and conference rooms
CIRCULAR ECONOMIES
Reducing waste through reusable foodware models and transforming organic waste into compost to improve soil health
TREE OF PEACE
The Tree of Peace at the Heart of the Learning Center Plaza
Standing tall as a symbol of unity, wisdom, and growth, the Tree of Peace is more than just a landmark—it’s the heart of the Learning Center Plaza. A gathering place, a source of inspiration, and a living testament to the power of connection, it invites all who visit to reflect, learn, and grow together.
Image 1 - Detail of Tree of Peace location on the Learning Center Plaza (full version of site on slide 21 & 26)
Image 2 - A mature Valley Oak at the Atherton Civic Center Library, the variety which will be at the CFA
Image 3 - A mature Valley Oak lit up at night in Elk Grove Valley
Image 4 - Detail of the Tree of Peace at night
SERVICES – PRODUCERS
TRAINING WORKSHOPS & TECHNICAL ASSISTANCE ADVISORS
for business, marketing, sales, and regenerative agriculture
JOB BOARD & REFERRAL SERVICES
for finding staff on the farm, market, and kitchen
RACIAL EQUITY FUNDING
to support beginning Black, Indigenous, and People of Color producers
INCUBATOR BOOTH
for beginning farmers and food makers
VALUE CHAIN COORDINATION
to connect producers with local restaurants, schools, and other institutions
NEW MARKET FEATURES
TIE-DOWNS for tents
WIFI & ELECTRIC OUTLETS
no more noisy generators!
ICE MACHINE & REFRIGERATION for perishable foods
SERVICES – SHOPPERS
DIGITAL INFORMATION KIOSKS
Find your favorite farmers and search for products
CHEFS’ CARTS & VEGGIE VALET
Access chef carts for bulk purchasing and let us watch your produce bags until you leave TRANSPORTATION HUB
Ample bicycle parking , EV stations, and transfer to SMART train
COOKING CLASSES
Learn how to cook locally-grown foods with seasonal market ingredients
OUTDOOR LEARNING
Farmers Market tours and learning experiences in our edible gardens, indoor/outdoor classrooms, greenhouse, and fruit orchards
NEW FEATURES
CHILDREN’S PLAY SPACES
Agricultural-themed play spaces and bug hotel
WIFI
SERVICES – COMMUNITIES
STATE & FEDERAL POLICY advocacy and creation through convenings, conferences, and resource sharing as well as education of the public
ADVOCACY EDUCATION with the Marin Food Policy Council and Marin HEAL
Collaborative
COMMUNITY RESILIENCE during extreme weather and power outages
Offer a location for the County to enroll newly eligible families for CalFresh
PRODUCE DONATIONS to community members after market days with ExtraFood.org, Marin Community Fridges, and Respecting our Elders
PRODUCER & COMMUNITY FOOD CONNECTIONS through AIM’s newly created Value Chain Coordination Program overseen by the new Future Agricultural Opportunities Manager
NEW FEATURES
Walk-in cooler for The Rollin’ Root mobile market
New Spaces for Community gatherings
SERVICES – COUNTY OF MARIN
FARMERS MARKET
3x weekly with activation of the Civic Center campus.
FLEXIBLE
PARKING LOT
Use of lot for parking by VMA patrons on non-farmers market days
GROUNDWATER MANAGEMENT
With installation of pavement, drainage, and bioswale
PRESERVE AND PROTECT NATURAL AREAS
By reduced localized flooding
COFFEE SHOP
Publicly accessible during weekday hours.
NOURISHED GATHERINGS
Fostering community connections among loyal eaters and members-only programming:
Community gathering places to enjoy food, music, and art
Specialty dinners featuring local chefs
“Harvest Talk” lectures and book signings by farmers and artisans
Educational exhibits on the history of Marin County agricultural and organic farming
Gather for the Planet fundraisers
SMALL BUSINESS SUPPORT PROGRAMS & FUTURE AGRICULTURAL OPPORTUNITIES MANAGER
Upon opening the PERMANENT MARKET, AIM will centralize the operations of our Small Business Support Programs under the guidance of a new FUTURE AGRICULTURAL OPPORTUNITIES MANAGER. The Program Manager’s mandate will be to expand new Agricultural career opportunities for beginning farmers and help established small and midsize farmers create stronger, more resilient businesses through key activities:
VALUE CHAIN COORDINATION to connect farmers with local institutions, including schools, childcare, restaurants, senior nutrition centers, jails, and congregate feeding operations as well as to nonprofit and for-profit lenders and investors.
Training small and midsize California producers at all experience levels around ORGANIC & REGENERATIVE practices, agribusiness, and NEW MARKET OPPORTUNITIES.
EQUITY INITIATIVES that provide financial investment and technical assistance for emerging BIPOC businesses.
RACIAL EQUITY FUND
INCUBATOR BOOTH
TECHINCAL ASSISTANCE & EDUCATION
Five years of salary, benefits, and overhead support of this new, vital position is $670,000.
CLIMATE IMPACT OF THE CENTER
Endorsed by the MarinCAN (formerly Marin Drawdown Project) as one of nine countywide solutions for reducing greenhouse gases (GHGs)
Climate-resilient elements include:
Fully electric with on-site solar panels
On-site composting of food scraps and community compost giveaways
Climate resiliency gardens demonstrating carbon sequestration and soil health
Pollinator gardens for essential life-giving insects and birds
Rainwater cistern for on-site irrigation
Circular economies that reduce waste through a reusable foodware model
Climate-smart marketing support and education:
Storytelling and a new Regional Badge for farmers and ranchers that use climate-smart agricultural practices, including healthy soils practices, groundwater management, and rotational grazing
Interactive educational exhibit showing the carbon cycle of food compost
SOURCES AND USES OF FUNDS
$6.9M
Raised
Included from the California Department of Food & Agriculture to fund pre-development work $2M
$7-8M Government $1M
To complete Phase 2
Foundations, Local $5M Individuals $2M
Target for Phase 3 $1OM
Capital Campaign target total amount $24M
With sufficient philanthropic support, the Permanent Farmers Market is projected to open in 2026.
PHASING AND PROJECTED CONSTRUCTION PHASE COSTS
$10M
PHASE 3
Needtoraise$9-10M
$10.5M
PHASE 2
Raised$3.4M,needtoraise$7-8Mtocomplete
$3.5M
PHASE 1
Predevelopment -fullyraised
PROJECT ELEMENTS: PHASE 1
PREDEVELOPMENT $3.5M
Architecture and engineering ($1.5m)
Miscellaneous consultants ($40k)
Printing and reimbursables ($15k)
Permits and utility connections ($300k)
Environmental review ($175k)
Marketing and capital campaign costs ($755k)
Legal and accounting ($10k)
Project management ($470k)
Soft costs contingency ($235k)
PROJECT ELEMENTS: PHASE 2
PERMANENT FARMERS MARKET $10.5M
ParkingLot/FarmersMarketArea
Permeable pavers
Site lift for Sea-Level Rise
Power for Vendors
Producer Tent Tie Downs
Underground Utilities Installed PatronAmenities
WiFi
Bike Parking
Bathrooms- Two, (5 stalls each)
Informational Kiosk
EV Charging Stations
Shade/Rain Canopies
Native Landscaping
Plaza with Seating & Stage
ValueChainEnhancement
Dry Storage & Aggregation Area
Cold Storage & Aggregation Area
Chefs Parking & Chef Carts
PROJECT ELEMENTS: PHASE 3
LEARNING CENTER $10M
LearningCenter
Native Landscaping
Demonstration Kitchen
Children’s Learning Garden
Climate Resiliency Garden
Wood Stage/Outdoor Classroom
Hydroponic Towers
Greenhouse
Storage Shed
Rainwater Harvesting
Composting Area
Bug Hotel
Fruit Orchards
TIMELINE
Master Planning
2019/2020 2021 2022/2023
Schematic Design (SD) and Environmental Review CD’s, Permitting, Bidding, Construction Starts 2024 2025 2026/2027
Concept Development, Feasibility and Value Engineering
Design Review, Design (SD, DD, CD’s), Lease Negotiations
Construction Con’t.
Closeout and Market Opens, Learning Center Opens 2027
FINANCIALS - REVENUE MIX
INCOME: FARMERS MARKET VENDOR FEES
ANNUAL REGISTRATION FEE
DAILY BOOTH FEES
per 10’ x 10’ space ranging from $65 to $95; $130 for a food truck
5% increase in booth fees every 3-5 years
ANCILLARY SERVICE CHARGES
Electricity: $5 per market day
Premium/corner anchor booths: $20 per market
Premium parking: $5 per vehicle
Ice: charge per market day
Note: RACIAL EQUITY FUNDING available for beginning Black, Indigenous, and people of color producers offering free market spaces and INCUBATOR
BOOTH FUNDING available for beginning farmers and food makers.
INCOME “FRIENDS OF THE MARKET”
A MEMBERSHIP PROGRAM fostering community connections and sustaining donations to AIM
Monthly giving donation program with 5 levels:
$5 / $10 / $20 / $40 / $100
Benefits include: members-only newsletter; invitations to private farm tours, workshops, classes, and community-building activities; and discounted merchandise
OTHER EARNED INCOME:
ill outsource the operation of a COFFEE SHOP to a local service in the VISITOR’S CENTER in exchange for a ntage % of gross sales
f AIM branded merchandise and farmer value-added cts (jams, hot sauces. jerky, spices, pickles, etc.)
r service workshops and classes
d weekday rentals of the teaching kitchen, outdoor oom, and multi-purpose room available for food, ltural organizations, and non-profit organizations
“TheCenterforFoodandAgricultureismorethanapermanenthomefortheMarin FarmersMarket.TheCenterwillbeaplacewherepeopleofallagesandbackgrounds canlearnabouttherichhistoryofagricultureintheNorthBayandtoshowcasehow sustainablefoodcannourishourbodiesandourcommunityforgenerationstocome.”
- Former Assemblymember Marc Levine, 10th District
AndyNaja-Riese,MSPH
Chief Executive Officer
PROJECT TEAM
JassonMinadakis
Director of Development
TanyaWolf
Chief Operations Officer
ShaylaSosa
Senior Director, Marketing & External Relations
TedLieser
Principal in Equity Community Builders
ArisGeorges
Founder, OM Studio Design, Co-designer
Lindal Imagine Series
ChrisDorman
Design Principal, Dorman Associates
DrewNorton
Principal, Sherwood Design Engineers
JoeRunco
Principal, SWA Group
MikeHastings
Senior Project Manager, Sherwood Design Engineers
ZachDavis
Associate Principal, SWA Group
BoardChair
PeggySmith
Co-Founder, Cowgirl Creamery
BOARD OF DIRECTORS
BoardParliamentarian
MonicaRocchino
Co-Founder, The Local Butcher Shop
Program Manager, Early Warning
BoardViceChair
MelissaApuya
District Director, Assemblymember
Damon Connolly (representing Marin & Southern Sonoma Counties)
CameronCrisman
BoardTreasurer
Partner, Petit Teton Farm & CFO, Petit Teton Foundation
PriscillaLucero
BoardSecretary
Co-Owner, Lucero Organic Farms
AdrianaSilva
Co-Owner, Tomatero Organic Farm
AmandaJanney
Owner, KM Mushroom Farm
ChristopherDacumos
Senior Planner and Project Manager, Good City Company
JanetBrown
Co-Owner, All Star Organics
JohnSilva
President, Always Fishing Hospitality
Group Founder, President, & Chief
Visionary, The Culinary Eye Inc.
JonathanMi
Managing Director, Americas at CREO
NickPetkov
Co-Owner, SunBlaze Ranch
PabloMuñozLedo
Vision & Creative Lead, LookINTO
Co-Founder, RegenScore
RobertoRodriguez
Owner, Rodriguez Brothers Ranch
AliceWaters
American chef, restauratrice, activist and author; owner of Chez Panisse
AndyFisher
Project Co-Director, Institute for Social and Economic Development Solutions; Founder, American Food Systems Alliance; Author, Big Hunger
AnnaLappé
Co-founder, Small Planet Institute; Executive Director, Global Alliance for the Future of Food
AnthonyMyint
Co-Founder of Restore California & Zero Footprint, Founder of Mission Chinese Food & the Perennial
DamonConnolly
California Assemblymember for the 12th District representing Marin and Southern Sonoma Counties
CENTER AMBASSADORS
ElizabethWhitlow
Executive Director, Regenerative Organic Alliance
GibsonThomas
Founder & Consulting Editor of Edible Marin and Wine Country
HeidiThomasKühn
Founder and CEO, Roots of Peace
JenniferSiebelNewsom
First Partner of California and filmmaker
PattyGarbarino
President and CEO, Marin Sanitary Service
PaulHawken
Author, Executive Director, Project Regeneration
PaulLightfoot
General Manager, Patagonia Provisions
SusanandDennisGilardi
TylerFlorence
American chef, Food Network television host; restauranteur
SenatorMikeMcGuire
California Senator for the 2nd District representing Marin, Sonoma, Mendocino, Humboldt & Del Norte Counties
WarrenWeber
Founder of Star Route Farms, Past President of California Certified Organic Farmers (CCOF), Co-founder of the Organic Farming Research Foundation
WillRosenzweig
Faculty Director of The Sustainable Food Initiative at the Center for Responsible Business at UC-Berkeley, Founding CEO of The Republic of Tea
CAPITAL CAMPAIGN CABINET
KirstenBeckwith
Board and Community Volunteer
TamaraHicks
Co-Owner of Toluma Farms & Tomales Farmstead Creamery
KerryTeppermanCampbell
Author and Educator
HemaleePatel,DO
National Senior Medical DirectorChronic Disease Management, One Medical
JonathanMi
Managing Director, Americas at CREO
AmandaJanney
Owner, KM Mushroom Farm
JohnSilva
President, Always Fishing Hospitality
Group Founder, President, & Chief
Visionary, The Culinary Eye Inc
HonoraryMember&PastCo-Chair
Lily Riesenfeld
Entrepreneur, Co-Creator
FutureWell & Founder, Kinship
AIM ORGANIZATION
Weenvisionaresponsiblefoodandfarmingsystemthatis environmentallybeneficial,economicallyviable,andsociallyjustice. Non-Profit(501(c)(3)operatorofninecertifiedfarmersmarkets, TheRollin’RootMobileMarket,Diggin’Education, andfoodaccessinitiativesacrosstheBayArea.
AIMserves440+farmers,foodpurveyors, andartisansfrom44Californiacounties.
Wecanmakeadifferenceandshapethefutureofourfoodsystems. Join us in making The Center for Food and Agriculture a world class destination in our backyard.
ContactJassonMinadakis,DirectorofDevelopment;jasson@agriculturalinstitute.org