A primary mission of the Collective is to foster the economic sustainability of local California farmers and ranchers. The markets serve as an essential direct-to-consumer sales channel, allowing producers to bypass the often-complex and low-return wholesale distribution system.
This dedication provides a vital economic benefit: farmers who sell directly at a market typically receive a much larger share of the consumer’s dollar (often upwards of 90%) than they would from selling to a corporate grocery chain, which typically pays single-digit percentages.
This financial boost is critical for sustaining small- and medium-sized family farms, enabling them to invest in their land, practice sustainable agriculture, and maintain control over their pricing and product identity. The markets are, therefore, an economic lifeline and a place where consumers can meet the grower, strengthening the trust and transparency in the food system.