CFA Presentation 2025

CENTER FOR FOOD AND AGRICULTURE Bringing Food, Farm, and Communities Forward

February 2025​

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.

OUR IMPACT ENVIRONMENTAL

ECONOMIC ‘ NINE THIS YEAR AIM’S MARKETS GENERATED

$52 MILLION

$26M IN MARIN

IN SALES FOR OUR NETWORK OF

436

Marketplace for organic and climate-smart producers with incentive payments for climate-smart practices;

1/2 ORGANIC FARMS

SMALL AND MIDSIZE PRODUCERS

DIRECT TO MARKET FARMS CREATE

32 LOCAL JOBS PER $1M IN REVENUE Beginning farms that sell direct to consumer have higher odds of survival ​

SMALL AND MIDSIZE FARMS, LIKE THOSE AT OUR MARKETS, PRODUCE

2/3 LESS CO 2 EMISSIONS THAN INDUSTRIAL FARMS

SELL THROUGH LOCAL FOOD MARKETS

OUR IMPACT POLICY & SYSTEMS CHANGE

HEALTHY FOOD ACCESS

(AB 7286)

ACHIEVED NEW STATE LEGISLATION FOR MOBILE FARMERS MARKETS

Rollin’ Root serving older adults and underserved communities across the Bay Area; distributed over

PROP 4

SUCCESFULLY ADVOCATED FOR PROP 4 CLIMATE BOND TO INCLUDE FUNDING FOR SUSTAINABLE AGRICULTURE;

$1.3+ MILLION IN NUTRITION INCENTIVES FOR SHOPPERS

$10 BILLION IN STATE FUNDING

SAVED MARKET MATCH

LED STATEWIDE EFFORT TO SAVE MARKET MATCH; REDUCING OUR CLIMATE FOOTPRINT

$35 MILLION IN CALIFORNIA BUDGET

LOCAL FOOD

Farmers Markets reduce FOOD MILES – the distance food travels from the farm to your table

112 MILES

1,300 MILES

Most farmers travel under 112 miles to meet you, versus 1,300 miles for food at big-box stores INDUSTRIAL FOOD

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

DATA: FARMERS MARKETS - GOOGLE MAPS (NOVEMBER, 2020); MARKET SIZING - USDA NASS (2015),​​ LOCAL MARKETING PRACTICES SURVEY - ALLOCATED BY HOUSEHOLDS USING US CENSUS DATA (2019) ​

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

$2M

Raised

Included from the California Department of Food & Agriculture to fund pre-development work

$7-8M To complete Phase 2

$1M Government $5M Foundations, Local $2M Individuals

$1OM

$24M

Target for Phase 3

Capital Campaign target total amount

With sufficient philanthropic support, the Permanent Farmers Market is projected to open in 2026.​

PHASING AND PROJECTED CONSTRUCTION PHASE COSTS​

$10M PHASE 3 Need to raise $9-10M

$10.5M PHASE 2 Raised $3.4M, need to raise $7-8M to complete

$3.5M PHASE 1 Pre development - fully raised

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​ ​ Parking Lot/Farmers Market Area ​ Permeable pavers​ Site lift for Sea-Level Rise Power for Vendors​ Producer Tent Tie Downs​ Underground Utilities Installed​

Patron Amenities​ WiFi​ Bike Parking​ Bathrooms- Two, (5 stalls each)​ Informational Kiosk

EV Charging Stations​ Shade/Rain Canopies​ Native Landscaping​ Plaza with Seating & Stage

Value Chain Enhancement​ Dry Storage & Aggregation Area​ Cold Storage & Aggregation Area​ Chefs Parking & Chef Carts

PROJECT ELEMENTS: PHASE 3 LEARNING CENTER $10M Learning Center​ 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

Schematic Design (SD) and Environmental Review

Master Planning

2019/2020

2021

Concept Development, Feasibility and Value Engineering

2022/2023

CD’s, Permitting, Bidding, Construction Starts

2024

Design Review, Design (SD, DD, CD’s), Lease Negotiations

2025

2026/2027

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:​ AIM will outsource the operation of a COFFEE SHOP to a local coffee service in the VISITOR’S CENTER in exchange for a percentage % of gross sales Sale of AIM branded merchandise and farmer value-added products (jams, hot sauces. jerky, spices, pickles, etc.)​ Fee for service workshops and classes Limited weekday rentals of the teaching kitchen, outdoor classroom, and multi-purpose room available for food, agricultural organizations, and non-profit organizations

“The Center for Food and Agriculture is more than a permanent home for the Marin Farmers Market. The Center will be a place where people of all ages and backgrounds can learn about the rich history of agriculture in the North Bay and to showcase how sustainable food can nourish our bodies and our community for generations to come.”

- Former Assemblymember Marc Levine, 10th District

PROJECT TEAM Andy Naja-Riese, MSPH

Ted Lieser ​

Drew Norton

Chief Executive Officer​

Principal in Equity Community Builders​

Principal, Sherwood Design Engineers

Jasson Minadakis​

Aris Georges

Joe Runco

Director of Development

Founder, OM Studio Design, Co-designer Lindal Imagine Series ​

Principal, SWA Group

Tanya Wolf​

Mike Hastings

Chief Operations Officer​

Senior Project Manager​, Sherwood Design Engineers ​

Shayla Sosa Senior Director, Marketing ​ & External Relations

Chris Dorman Design Principal, Dorman Associates

Zach Davis Associate Principal, SWA Group

BOARD OF DIRECTORS​ ​ John Silva

Board Chair​ Peggy Smith​

Board Parliamentarian Monica Rocchino​

Co-Founder, Cowgirl Creamery

Co-Founder, The Local Butcher Shop​ Program Manager, Early Warning

President, Always Fishing Hospitality Group Founder, President, & Chief Visionary, The Culinary Eye Inc.

Adriana Silva​​

Jonathan Mi ​

Co-Owner, Tomatero Organic Farm​

Managing Director, Americas at CREO​

​ Amanda Janney

Nick Petkov​​

Owner, KM Mushroom Farm

Co-Owner, SunBlaze Ranch​

Christopher Dacumos​

Pablo Muñoz Ledo

Senior Planner and Project Manager, ​ Good City Company

Vision & Creative Lead, LookINTO​ Co-Founder, RegenScore​

Janet Brown

Roberto Rodriguez

Co-Owner, All Star Organics ​

Owner, Rodriguez Brothers Ranch

Board Vice Chair​ Melissa Apuya District Director, Assemblymember Damon Connolly (representing Marin & Southern Sonoma Counties)

Cameron Crisman​ Board Treasurer Partner, Petit Teton Farm & CFO, ​ Petit Teton Foundation

Priscilla Lucero​ Board Secretary Co-Owner, Lucero Organic Farms​

CENTER AMBASSADORS​ Alice Waters​

Elizabeth Whitlow​

American chef, restauratrice, activist ​ and author; owner of Chez Panisse

Executive Director, Regenerative Organic Alliance

Andy Fisher

Gibson Thomas

Project Co-Director, Institute for Social and Economic Development Solutions; Founder, American Food Systems Alliance; Author, Big Hunger

Founder & Consulting Editor of Edible Marin and Wine Country

Anna Lappé Co-founder, Small Planet Institute; Executive Director, Global Alliance for the Future of Food

Anthony Myint Co-Founder of Restore California & ​ Zero Footprint, Founder of Mission ​ Chinese Food & the Perennial

Damon Connolly​ California Assemblymember for the 12th District representing Marin and Southern Sonoma Counties

Heidi Thomas Kühn ​ Founder and CEO, Roots of Peace ​

Jennifer Siebel Newsom First Partner of California and filmmaker​

Patty Garbarino President and CEO, Marin Sanitary Service

Paul Hawken Author, Executive Director, Project Regeneration

Paul Lightfoot General Manager, Patagonia Provisions

Susan and Dennis Gilardi​​ Tyler Florence American chef, Food Network television host; restauranteur

​ Senator Mike McGuire

California Senator for the 2nd District representing Marin, Sonoma, Mendocino, Humboldt & Del Norte Counties

Warren Weber Founder of Star Route Farms, Past ​ President of California Certified Organic Farmers (CCOF), Co-founder of the Organic Farming Research Foundation

Will Rosenzweig 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​ Kirsten Beckwith​

Hemalee Patel, DO​

Honorary Member & Past Co-Chair​

Board and Community Volunteer ​

National Senior Medical DirectorChronic Disease Management, One Medical ​

Lily Riesenfeld ​ Entrepreneur, Co-Creator FutureWell & Founder, Kinship

Tamara Hicks​ Co-Owner of Toluma Farms & Tomales Farmstead Creamery

​ Jonathan Mi​ Managing Director, Americas at CREO ​

​ Amanda Janney​ Kerry Tepperman Campbell​

Owner, KM Mushroom Farm

Author and Educator

John Silva​ President, Always Fishing Hospitality Group Founder, President, & Chief Visionary, The Culinary Eye Inc

AIM ORGANIZATION​ We envision a responsible food and farming system that is ​ environmentally beneficial, economically viable, and socially justice.​ ​ Non-Profit (501(c)(3) operator of nine certified farmers markets, ​ The Rollin’ Root Mobile Market, Diggin’ Education, and food access initiatives across the Bay Area.​ ​ AIM serves 440+ farmers, food purveyors, ​ and artisans from 44 California counties. ​

We can make a difference and shape the future of our food systems.​

Join us in making The Center for Food ​and Agriculture a world class destination in our backyard.

Contact Jasson Minadakis, Director of Development; jasson@agriculturalinstitute.org

CENTERFORFOODANDAGRICULTURE.ORG​