City Council
Report
City Council Meeting: April 28, 2026
Agenda Item: 4.H
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To: Mayor and City Council
From: Oliver Chi, City Manager, Office of Economic Development Subject: Authorization to Accept the 2025 USDA Farmers Market Promotion Program (FMPP)
Recommended Action
Staff recommends that the City Council:
1. Adopt a finding of Exemption pursuant to Section 15061(b)(3) (Common Sense Exemption) of the California Environmental Quality Act (CEQA) Guidelines.
2. Authorize the City Manager to accept a grant awarded in the amount of $85,526.65 from the United States Department of Agriculture (USDA) and to accept all subsequent grant renewals;
3. Authorize the City Manager to execute all necessary documents to accept the grant, grant renewals, and modifications; and
4. Authorize budget amendment as outlined in the Financial Impacts & Budget Actions section of this report. (requires 5 votes)
Summary
The City of Santa Monica Farmers Market team (“SMFM”) has been awarded a United States Department of Agriculture (“USDA”) 2025 Farmers Market Promotion Program (“FMPP”) grant in the amount of $85,526. The 2026-2028 FMPP grant would launch several initiatives to support its four markets’ programming. This project will enhance the team’s existing marketing and promotion efforts with funding to support new creative assets (photography and video) to capture farm visit documentation and at-market information that will promote local growers to a wider audience. Funds must be used by February 29, 2028; minimum 25% match is required, with the SMFM committing $40,262 toward match. Staff recommends that Council authorize acceptance of the grant and authorize City Manager to execute all necessary documents to accept the grant, grant renewals and modifications.
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Discussion
The USDA Farmers Market Promotion Program is a competitive grant awarded annually as part of the USDA Farm Bill, with the intention of providing funding to eligible farmers markets throughout the country. SMFM applied for and was awarded a two-year grant for a farmers market promotion process to include strengthening its existing marketing plan, creating scalable marketing tools for over 108 farmers, establish additional photography media, and plan community education on the Promenade. SMFM is seeking updated media assets that will help to promote the farmers markets as vibrant community gathering spaces. The most recent photography in the city’s Bynder account was aligned with COVID safety messaging that featured the markets operation as an essential business, rather than a vibrant community amenity. Updated media assets will include images of both legacy and new farmers, customers, chefs, market activities and events.
The FMPP grant application aligns strategically with the farmers market 45th anniversary. The Wednesday Downtown Farmers Market began in July 1981 and the SMFM program celebrates 45 years of operation this summer. Several activities related to the grant will highlight the Downtown Farmers Markets in relation to this anniversary, and programming is planned to support expansion of the farmers market onto Third Street Promenade for additional activities related to food and community education. All four markets will benefit from the increased investment in marketing and we anticipate farmers market revenues will also increase.
Activities funded by the USDA grant include the following:
• Expand Media Assets: SMFM will work with local photographers to highlight produce and farmers/vendors at market, as well as develop assets from farm visits.
• Create Farmer/Selling Resources: Scalable marketing tools will be created for SMFM Farmers to promote seasonal produce, as well as encourage appealing sampling opportunities for market customers.
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• Market Education Activation at the Promenade: Farmers, local chefs, cookbook authors and other experts will present information on farming practices, produce information, recipe tips and more.
• Regional Advertising: SMFM will utilize media assets to create postcards as well as wider scale media ads through Big Blue Bus and regional newspaper.
The USDA FMPP grant has been awarded in the amount of $85,526 with a required cost share. The cost share amount committed to the project is $40,262 with a total budgeted project amount of $125,788. This grant has been accepted provisionally due to timing requirements of USDA but still requires Council authorization of acceptance of funds in order for SMFM staff to begin project activities.
Environmental Review
The acceptance of the grant is categorically exempt from CEQA pursuant to Section 15061(b)(3) of the CEQA Guidelines. The grant is covered by the common sense exemption which states that CEQA does not apply, “where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment.” The grant award agreement will fund marketing at the farmers’ market. Therefore, it can be seen with certainty that the award would not result in adverse physical impacts on the environment, and as such, is categorically exempt from CEQA.
Financial Impacts and Budget Actions
Staff seeks authority to accept a grant from USDA Farmers Market Promotion Program and appropriate funds as follows:.
FY 2025-2026 Grant Budget Amendment
Establish Revenue Budget Appropriate Funds
Account Number(s) Amount Account Number(s) Amount
20200006.406240 $85,526 20200006.556830 $85,526
Total $85,526 Total $85,526
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If renewals are awarded, budget changes will be included in subsequent year budgets, contingent on Council budget approval.
Prepared By: Jaclyn Rivera-Krouse, Farmers Market Manager Approved Forwarded to Council