Fillmore Farmers’ Market and Local Nonprofit Team Up to Keep Jazz Playing in the Market

Fillmore Farmers’ Market and Local Nonprofit Team Up to Keep Jazz Playing in the Market
Posted July 25, 2013

The Fillmore Farmers’ Market announced that it is partnering with Fresh Approach, a local nonprofit organization, to create the Fillmore Community Jazz Fund. The purpose of the fund is to create a mechanism through which members of the Fillmore community, and others, can help to support an ongoing program of live jazz in the farmers’ market. The fund was the brainchild of Christine Harris, a community resident and Chair of the Board of the Jazz Heritage Center, who kicked off the campaign with a personal donation. “For a number of years, our community has had the pleasure of having the only farmers’ market in the city – and one of the few in the country – with live jazz on Saturday mornings,” she said. “The Fillmore District has a long, rich tradition of jazz and with the support of the community we can keep it going.”

The Fillmore Farmers’ Market was started in 2003 and has been serving the neighborhood continuously since then. Tom Nichol has been the market’s manager since opening day. “I have been working with the Pacific Coast Farmers’ Market Association and managing farmers’ markets since 1994,” he said. “The Fillmore Farmers’ Market is one of my favorites because there is such an incredible sense of community there, with both the farmers and the shoppers. The shoppers treat the farmers like good friends or neighbors, making this a fun place for them to shop and for me to work.”

Live jazz has been a staple of the Fillmore Farmers’ Market since its inception. For several years the jazz program was supported by the San Francisco Redevelopment Agency and later by PCFMA, the nonprofit organization which operates the farmers’ markets. In recent years, due to increased expenses, PCFMA has been facilitating the live jazz program but counting on local musicians willing to play for free. John Silveira, the Director of PCFMA, said “The generosity of these musicians is matched only by their talent. Their willingness to keep bringing music to the farmers’ market is part of what has made the market special. We are excited about the potential of the Fillmore Community Jazz Fund to allow us to again pay the musicians for performing.”

The Fillmore Community Jazz Fund is a partnership between PCFMA and Fresh Approach, a nonprofit 501c3 organization that partners with PCFMA on a number of nutrition education and outreach events. Fresh Approach has agreed to act as the fiscal sponsor for the funds collected. Allen Moy, the Executive Director of Fresh Approach, said that he sees this type of program as firmly connected to his organization’s mission. “Part of our mission is to pursue ‘innovative programming and novel partnerships that promote a stronger local food system,’” he said. “By helping the farmers’ market to sustain the musical and cultural heritage of the Fillmore neighborhood, we are helping to attract more people to the farmers’ market and to encourage them to make shopping for locally grown fresh produce a part of their weekly routine.”

Allen said that as a part of this partnership Fresh Approach has agreed to not take any portion of the donations as an administrative fee, retaining only sufficient funds to pay for transaction fees for  processing credit card donations. PCFMA has offered to provide space to Fresh Approach in the Fillmore Farmers’ Market on a regular basis so Fresh Approach can bring its nutrition education and outreach programs to the community.

The Fillmore Farmers’ Market is open on Saturday mornings from 9:00am to 1:00pm on O'Farrell at Fillmore, and Fillmore Center Plaza in San Francisco. Learn more at

The Pacific Coast Farmers’ Market Association is the state’s largest operator of Certified Farmers’ Markets, with over 70 Certified Farmers’ Markets weekly in the Bay Area during the peak summer months.  Certified Farmers’ Markets are locations that offer only California-grown products sold directly to consumers by the farmers that grew, nurtured and harvested the crops.  All PCFMA markets accept WIC FMNP (Woman Infant and Children Farmers’ Market Nutrition Program coupons) and CalFresh EBT (the Golden State advantage food stamp cards). Learn more at

Fresh Approach is a nonprofit 501c3 organization that works to connect the healthy food and local food movements through programs such as Healthy Food/Healthy You nutrition classes and the VeggieRx obesity intervention program. Learn more at Fresh

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