June 11, 2022

Project New Village is Launching a Mobile Farmers Market

Jason Cardenas, External Events Coordinator, Project New Village


As a part of their Good Food District Initiative, a place-making effort to address food insecurity, Project New Village is proud to announce the launch of a new Mobile Farmers Market program. Using public funds (California Department of Food and Agriculture grant) and private funds, we secured a solar powered refrigerated truck and the advisory services of Rafael Garcia (former owner of Daily Harvest) to operationalize the truck and create a business plan. In September 2021, our People’s Produce mobile fresh produce market will run throughout the week at many different locations in the greater Southeastern San Diego (GSESD). 

According to zip code results from the 2018 California Health Interview Survey, adults living in the greater Southeastern San Diego area in comparison to other regions of San Diego County experience higher rates of food insecurity, obesity, and diabetes. Many residents of Southeastern San Diego, National City, and Lemon Grove, often rely on the abundance of cheap, low nutrition fast food options located throughout the region. The goal of the People’s Produce Mobile Farmer’s Market is to give residents of the greater Southeastern San Diego area healthier food options while increasing health literacy and supporting the neighborhood economy. 

Project New Village is partnering with Jackie Robinson YMCA, Second Chance, the City of San Diego, Mundo Gardens and Thrive Lemon Grove to provide the host sites for the marketplace. Additionally, we are working with Foodshed Small Farm Distro and other neighborhood food growers to bring locally grown fresh produce to communities with limited access to fresh food markets. The People’s Produce Mobile Farmer’s Market will accept EBT/SNAP payments, making it an affordable option for many families in the greater Southeastern San Diego area.  

Project New Village will be promoting more information on the People’s Produce Mobile Farmer’s Market at their upcoming Health & Healing Summerfest event happening July 30, 2022, at the Educational Cultural Complex in Southeastern San Diego. For more information about the People’s Produce Mobile Farmer’s Market or about this event, please visit