14-D
TO: Honorable Mayor and Members of the City Council
ATTENTION: Jeffrey L. Stewart, City Manager
FROM: Jim Dellalonga, Director of Economic Development
SUBJECT: Consideration and possible action to approve a request for a change in operating hours for the Bellflower Certified Farmers Market in conjunction with its relocation to Town Center Plaza.
DATE: May 9, 2022
EXECUTIVE SUMMARY
After a request for proposal process, the City Council approved a license agreement with Harbor Area Farmers Markets (HAFM) to manage and operate the Bellflower Certified Farmers Market (Farmers Market) at Town Center Plaza, located at 16521 Adenmoor Avenue. After initial discussions with their network of vendors as well as with the existing market vendors, HAFM is requesting to change the operating hours of the Farmers Market from 9:00 a.m. to 1:00 p.m. to 3:00 p.m. to 7:00 p.m. It will continue to operate on Mondays.
RECOMMENDATION TO CITY COUNCIL
1) Approve the relocation of the Bellflower Certified Farmers Market to Town Center Plaza and the change of operating hours from 9:00 a.m. to 1:00 p.m. to 3:00 p.m. to 7:00 p.m.; or
2) Alternatively, discuss and take other action related to this item.
FISCAL IMPACT
None.
DISCUSSION
City Parks and Recreation Department staff has been managing and operating the City’s weekly Farmers Market on Mondays from 9:00 a.m. to 1:00 p.m.
On March 28, 2022, after a request for proposal process, the City Council approved a license agreement with HAFM to operate the Farmers Market and relocate it to Town Center Plaza. HAFM manages six weekly markets in surrounding cities and they participate in the Cal Fresh food assistance program, WIC, and Market Match.
Staff Report – Bellflower Certified Farmers Market
May 9, 2022
DISCUSSION – Continued
Since being approved to operate the Farmers Market, HAFM has been working with staff and other agencies to coordinate the relocation of the market to Town Center Plaza on Monday, June 6, 2022. The Farmers Market currently has 9 to 11 active vendors. After discussions with the existing vendors, HAFM indicated that they have received interest from six of the existing vendors to participate in the relocation of the Market. HAFM will be following up with these vendors throughout the month of May, leading up to June 6th. HAFM has also indicated that they have received significant interest from additional vendors to join the Bellflower Certified Farmers Market if it is moved to the afternoon/evening and actually has a waiting list of vendors. HAFM is confident that they will initially have 30 vendors signed up for the Market at the new location, that will include, but not be limited to:
• Me Gusta Tamales (current vendor)
• Old Town Bread (current vendor)
• Garcia’s Roasted Peanuts (current vendor)
• Aunt Willie’s Apiary Honey (current vendor)
• GB Farms (current vendor)
• Castellanos, seasonal fruit and citrus (current vendor) • Qualls, seasonal fruit, and citrus
• Golden Farms, seasonal produce including berries
• Aztlan Micro Greens
• Don Betos - Staples, Eggs, Potatoes, Onions
• Ha’s Apple Farm, apples, pears, kiwis, peaches, duck eggs, blue eggs • Tea
• Olive Oil
• Hummus
• Yogurt
• Fresh pressed Citrus Juices
• Agua Fresca
• Hey Brother Baker, Artisan bread (delivers to Solid Coffee located in Steel Craft) • Roasted Corn – (tentative)
• FC Cafe, Futbol & Burritos, trailer w/big screen showing perpetual soccer matches (tentative future vendor)
• Plus, approximately ten crafters every week.
To make the market as successful as possible and a downtown destination, HAFM believes an afternoon farmers market will be more convenient and attract more patrons, allowing many to shop at the market after school and work. As a result of a suggestion from a citizen, HAFM is also interested in collaborating with Parks and Recreation to include the B.R.I.M. Program in the future. They are also working with StreelCraft to coordinate potential events and activities such as the current Monday Night Trivia.
HAFM is planning to print and hand out postcards to patrons informing them of the move. Economic Development staff will assist HAFM in advertising and promoting the Farmers Market relocation and its ongoing operation through a banner program, the E-citizen newsletter, its social media platforms, the City website, as well as a ribbon-cutting ceremony within a few weeks of the move.