With high-quality produce and minimal startup costs, farmers' markets can reduce inequities in fresh food access, too common in low-income neighborhoods and communities of color in Los Angeles. To increase affordability for food assistance customers, many markets also offer SNAP incentives, such as Market Match, which double the value of food assistance dollars spent on fruits and vegetables. These bonus dollars—usually between $10 to $30 each week—make farmers’ markets an affordable source of fresh produce for many families. 

With the growing popularity of farmers’ markets—over 145 already in Los Angeles County—regional farmers from surrounding agricultural counties are stretched to meet consumer demand and often prioritize markets in affluent communities where they expect to maximize sales. This leaves many small community-driven farmers' markets struggling to recruit or retain farmers. 

At the same time, there is a growing enthusiasm for urban agriculture in the Los Angeles region. Many new urban farmers want to address food insecurity in their neighborhoods but have not found a way to gain a foothold in the supply chain and need support to build technical skills, navigate regulations, and coordinate plans to sell at their local markets. 

Funded by the CDFA Specialty Crop Block Grant Program, the Urban Ag at the Market project is training urban farmers, backyard growers, and campus farms to grow for and sell at their neighborhood farmers’ markets, building valuable skills and expanding access to fresh produce in their communities.