Mission, Strategy & Values

PFM operates farmers markets that contribute to the success of local food growers and producers and create vibrant community gatherings.

As a trade association, success for our vendors is our primary objective.

Listening and learning from vendors and shoppers produces outstanding farmers markets where vendors prosper and communities thrive.

PFM is a catalyst for the nation’s most prosperous, healthy and sustainable food system.

• Food producers thrive and expand.
• All residents have access to farm fresh food.
• Farmers markets build, nourish and inspire community.

Goals from PFM's 2024 - 2027 Strategic Roadmap

Management

• Advance financial sustainability and revenue growth to ensure that our markets, programs and people have ample resources to thrive. 
• Foster a supportive and collaborative workplace that strives for transparent decision making, inclusive and open communication and elevates staff wellness, compensation and professional development. 

Mission

• Strategically implement programs, practices and community engagement activities that provide opportunities for businesses and foster inclusion and equitable food access at our markets.
• Revisit the mission and values statements to ensure inclusivity and community representation. 
• Engage community members in leadership opportunities and feedback-sharing with their neighborhood markets, striving to ensure that markets are reflective of the neighborhoods they serve.

Messaging

• Increase community awareness of PFM's mission, values, and impacts.  
• Promote our markets and vendors to drive new shoppers to markets and keep them coming back, particularly from communities currently under-represented. Strive to ensure communications are engaging and accessible to diverse audiences. 
• Authentically celebrate and represent the diversity & accessibility of our markets, vendors and programs in marketing & communications. 

We offer inclusive marketplaces for farmers and food entrepreneurs to thrive, while providing access to fresh and local food to our communities. We celebrate a diverse range of social identities through the voices of our vendors, shoppers, employees and volunteers.

In our communities, at our markets, and within our organization, we are committed to addressing inequities as a critical step in sustaining our mission. To that end, we provide and promote access to business opportunities and nutritious food in many communities, including those impacted by injustice, oppression, and poverty.

Because we operate from a position of privilege, we cannot do this work alone. We intentionally develop reciprocal relationships that allow us to build on the strengths of us all.