People's Community MarketPeople's Community Market
3 Food Initiatives That Could Transform West Oakland's Food Desert
New Agriculture Policy Changes May Make it Easier to Start an Urban Farm in Oakland
Oakland's Jack London District: A Food Desert For The Wealthy?
Coming Soon: A Supermarket in West Oakland
People's Community Market Closer to Finding Funding with White House Announcement
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"disqusTitle": "3 Food Initiatives That Could Transform West Oakland's Food Desert",
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"content": "\u003cfigure id=\"attachment_94130\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg\" alt=\"The staff of People’s Grocery, a nonprofit whose projects range from educating local kids to subsidized CSA boxes. Photo: People’s Grocery\" width=\"720\" height=\"540\" class=\"size-full wp-image-94130\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540-320x240.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The staff of People’s Grocery, a nonprofit whose projects range from educating local kids to subsidized CSA boxes. Photo: People’s Grocery\u003c/figcaption>\u003c/figure>\n\u003cp>By \u003ca href=\"http://www.berkeleyside.com/author/piper-wheeler/\" target=\"_blank\">Piper Wheeler\u003c/a>, \u003ca href=\"http://www.berkeleyside.com/2015/02/27/efforts-to-give-west-oakland-healthy-future-take-off/\" target=\"_blank\">Berkeleyside NOSH\u003c/a> (2/27/15)\u003c/p>\n\u003cp>It is well-known that fresh produce and alternatives to fast-food are both sorely lacking in West Oakland, an area sometimes referred to as a “food desert.” With perhaps one exception, efforts to date to rectify the situation have either not been forthcoming, or failed to get off the ground. However, three initiatives close to the hearts of food-justice activists are picking up steam and promise to bring real and lasting change for the neighborhood.\u003c/p>\n\u003ch3>People’s Grocery: Improving the local food system in myriad ways\u003c/h3>\n\u003cp>Founded in 2003 with the mission of improving West Oakland’s health and economy through the local food system, \u003ca href=\"http://www.peoplesgrocery.org/welcome?splash=1\" target=\"_blank\">People’s Grocery\u003c/a> is now host to a dizzying array of programs, from foodways education for local kids to subsidized CSA boxes and farmers markets that accept food stamps. West Oakland residents can purchase staple foods at wholesale prices through the organization, as well as indulge in days of “meditative weeding” at one of their several community gardens.\u003c/p>\n\u003cfigure id=\"attachment_94129\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg\" alt=\"People’s Grocery’s vegetable garden at low-income apartment building Hotel California. Photo: People’s Grocery\" width=\"720\" height=\"421\" class=\"size-full wp-image-94129\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421-400x234.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421-320x187.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People’s Grocery’s vegetable garden at low-income apartment building Hotel California. Photo: People’s Grocery\u003c/figcaption>\u003c/figure>\n\u003cp>People’s Grocery has been in flux over the last few months, and has recently installed Wanda Stewart as its new director. Stewart hopes to continue to grow People’s Grocery’s presence on the local and national stage, and to make sure that People’s continues to be “a place where people talk about food, where we grow food, cook food, talk about food policy, and empower people to make money with food-based enterprises,” she said.\u003c/p>\n\u003cp>A key part of her new agenda is to continue to revitalize the land around Oakland’s California Hotel, which re-opened as an apartment building for low-income residents in 2014. People’s has a community garden in the rear of the building, and Stewart hopes to add a labyrinth and medicinal herbs. Stewart places great importance in the act of gardening: “When you teach someone to grow a vegetable, you teach them to grow and change in life, and teach them to transform themselves as well as the land.”\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The California Hotel will also be the site of People’s Grocery’s next event, this weekend’s Black History Month celebration. The event, titled \u003ca href=\"http://www.peoplesgrocery.org/\" target=\"_blank\">“Know Our History, Grow Our Future,”\u003c/a> will feature a panel of environmental and activist leaders like Carl Anthony and David Roach, as well as an all-ages dance party, an open garden day, and a farmer’s market.\u003c/p>\n\u003cp>But while the efforts of People’s Grocery do much to improve West Oaklanders’ access to healthy foods, most of the neighborhood’s 25,000 residents still make do without a convenience many city dwellers take for granted: a full-service grocery store.\u003c/p>\n\u003ch3>A grocery store in the Jack London Gateway shopping center\u003c/h3>\n\u003cp>This lack has been making headlines lately. Just before the New Year, Oakland investor \u003ca href=\"http://www.berkeleyside.com/2013/02/01/two-big-new-restaurants-land-in-jack-london-square/\" target=\"_blank\">Tom Henderson\u003c/a> announced his plans to open a new store in the Jack London Gateway shopping center.\u003c/p>\n\u003cp>Oakland’s king of EB-5 investments, Henderson has already funneled millions into Oakland projects considered too high-risk to garner bank financing. His San Francisco Regional Center raises funds via a federal “Immigrant Investor” program, which grants green cards to foreigners who contribute at least $500,000 to a project that creates a minimum of ten jobs. Henderson also owns the Tribune Tower and the restaurant \u003ca href=\"http://www.berkeleyside.com/tag/tribune-tavern/\" target=\"_blank\">Tribune Tavern\u003c/a> in Uptown.\u003c/p>\n\u003cp>The new store, to be located in a long-vacant retail space near the corner of Market and 7th streets, will reportedly require initial start-up costs of $25 million. Henderson vows his 20,000-square-foot market will make “Safeway look like 7-Eleven.”\u003c/p>\n\u003cp>The neighborhood, to be sure, is hungry for it. Residents of this underserved area, many with lower incomes and no cars, must schlepp heavy grocery bags home from Emeryville, Alameda, Berkeley, and far-flung Oakland neighborhoods. This annoyance robs locals of money as well as time: according to one market analysis, the neighborhood leaks $43 million a year in grocery purchases alone. Reclaiming some of this money, activists say, could help mend a local economy still scarred from disruptive city-planning missteps and discriminatory lending practices of past decades.\u003c/p>\n\u003cp>Tom Henderson’s plans have been met with cautious optimism. Many city officials, including mayor Libby Schaff, applaud the investor’s ability to bring new money into Oakland. But some longtime merchants and community activists in the neighborhood doubt the Piedmont native’s ability to succeed in a difficult market.\u003c/p>\n\u003ch3>People’s Community Market: Raising more funds for a grocery store\u003c/h3>\n\u003cfigure id=\"attachment_94126\" class=\"wp-caption alignright\" style=\"max-width: 360px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg\" alt=\"Brahm Ahmadi. Photo: People’s Community Market\" width=\"360\" height=\"313\" class=\"size-full wp-image-94126\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg 360w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/12840-1377647833-360x313-320x278.jpg 320w\" sizes=\"(max-width: 360px) 100vw, 360px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Brahm Ahmadi. Photo: People’s Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>No one understands the challenges of opening a store in West Oakland better than \u003ca href=\"http://www.berkeleyside.com/tag/brahm-ahmadi/\" target=\"_blank\">Brahm Ahmadi\u003c/a>, who has devoted the better part of his adult life to the neighborhood’s food system. The founder and former director of People’s Grocery, Ahmadi split amicably from the nonprofit about two years ago in order to devote his energies to \u003ca href=\"http://www.berkeleyside.com/tag/peoples-community-market/\" target=\"_blank\">People’s Community Market\u003c/a> (PCM). This for-profit, socially-conscious organization is now in the final stages of securing a site for their own 10,000 square foot store. \u003ca href=\"http://peoplescommunitymarket.com/\" target=\"_blank\">PCM\u003c/a> leaders are in talks with multiple landowners, but a site at the corner of Market Street and Grand Avenue is a top contender.\u003c/p>\n\u003cp>Just days after Henderson announced his investment plans, Ahmadi wrote an update to his own investors. These shareholders are, for the most part, working people with ties to West Oakland. Ahmadi and his partners managed to raise PCM’s current capitalization of $1.2 million through a grassroots direct public offering. Of PCM’s 402 current shareholders, a little over half bought in with the $1,000 minimum investment.\u003c/p>\n\u003cp>PCM’s word-of-mouth campaign earned the prospective market not just much-needed funds, but social currency and a foothold in the neighborhood. “People — our future customers — have been involved from the very beginning,” Ahmadi says. “They’re excited to support us.”\u003c/p>\n\u003cp>To further ensure that the store will cater to the neighborhood, PCM relies on a Community Advisory Board — assembled and facilitated by People’s Grocery — that is helping to plan everything from the store’s layout and design to product lines and community outreach.\u003c/p>\n\u003cp>Unfortunately, $1.2 million doesn’t buy much in West Oakland’s newly hot commercial real-estate market. Ahmadi describes unmotivated landowners determined to garner $80 per square foot for land that would have sold for $50 just last year. Initially, the organizers had expected their current funds to cover land and construction; now it seems it will go to land alone.\u003c/p>\n\u003cp>Ahmadi is hopeful that more money will come. He says that the success of their first direct public offering has earned PCM “credibility” with bank lenders who previously wouldn’t consider touching such a project. More small investors, who missed the first round of fundraising, are waiting in the wings.\u003c/p>\n\u003cp>[youtube https://www.youtube.com/watch?v=2i_2USfWdlg]\u003c/p>\n\u003cp>The activists behind People’s Community Market are nothing if not patient. For years they have been researching, preparing and planning this store. At stake is not just their own success, but the redemption of a neighborhood long stigmatized by store closures. “We were looking to open a store fifteen years ago,” Ahmadi says, “but the risks were too high. … Failure would be too damaging to the community.”\u003c/p>\n\u003cp>Such painstaking preparation stands in stark contrast to the hustle of Tom Henderson’s enterprise, which has reportedly not yet commissioned a feasibility study. Ahmadi emphasizes that he welcomes Henderson’s efforts, and isn’t concerned about a competitive threat. But he is worried Henderson’s project will fail, leaving the neighborhood in the lurch.\u003c/p>\n\u003cp>People’s Community Market had already rejected Henderson’s selected site, unimpressed with its location. The Jack London Gateway shopping center, while convenient to several freeways, is on the edge of the neighborhood, with poor street frontage and limited public transit nearby. “We had to consider the limitations of this community, [in which] most people are walking or taking the bus, and shop every few days instead of once a week,” Ahmadi explains.\u003c/p>\n\u003cp>He speculates that Henderson is perhaps counting on gentrification to bring in more affluent customers — but those drivers who might come in off the freeway will have their choice of other markets within an easy drive. And while Jack London Gateway is technically bracketed by two fast-changing neighborhoods (Jack London Square and the area around the West Oakland BART), it’s not an easy walk from either.\u003c/p>\n\u003cp>One key to solving the crisis of food deserts, Ahmadi contends, is understanding how to market to low-income communities of color. In urban areas across the U.S., much-needed supermarkets have failed to gain traction when their physical plans appear too high-end. Even if prices are kept low, he says, locals won’t patronize a store they perceive to be pricey.\u003c/p>\n\u003cfigure id=\"attachment_94127\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg\" alt=\"The Mandela Foods Cooperative, located across the street from the West Oakland BART, has been a model of success. Photo: Mandela Foods Cooperative\" width=\"720\" height=\"540\" class=\"size-full wp-image-94127\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540-320x240.jpeg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The Mandela Foods Cooperative, located across the street from the West Oakland BART, has been a model of success. Photo: Mandela Foods Cooperative\u003c/figcaption>\u003c/figure>\n\u003cp>One success story in West Oakland is the much-loved \u003ca href=\"http://www.mandelafoods.com/\" target=\"_blank\">Mandela Foods Cooperative\u003c/a>, located in a small retail space across the street from the West Oakland BART. The worker-owned shop is ideally positioned to catch foot traffic, and its clever pricing system allows it to sell fresh fruit, vegetables, and other healthy staples at a significant discount, while charging more than usual for more frivolous products, like organic unbleached paper products.\u003c/p>\n\u003cp>People’s Community Market plans to adopt a similar two-tiered pricing model: a foundation of familiar, affordable products will be supplemented by a few higher-end choices. And the “center aisles” of the store — where chain supermarkets typically house vast swathes of packaged sweets, sodas and snacks — will be shrunk to make room for larger offerings of produce, dairy, and other fresh foods.\u003c/p>\n\u003cp>While the store seeks to make a profit, its central mission will be to improve the neighborhood’s health and economy, as well as to stem the tide of displacement spurred by gentrification. Eventually, the store’s 100 employees will become owners of the business. Employees’ loyalty, as well as their value to the community and the business, will be increased through extensive trainings in nutrition, cooking, and financial literacy.\u003c/p>\n\u003cfigure id=\"attachment_94128\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg\" alt=\"A rendering of People’s Community Market shows a dining area at its front entrance. Image: People’s Community Market\" width=\"720\" height=\"377\" class=\"size-full wp-image-94128\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377-400x209.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377-320x168.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A rendering of People’s Community Market shows a dining area at its front entrance. Image: People’s Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>Ahmadi speaks of West Oakland as a community fractured by divisions between rich and poor; newcomer and native; and black, white and Latino. As a business enterprise, PCM must win over all segments of the local population. As a social experiment, it will strive “to attract the full diversity of the community.”\u003c/p>\n\u003cp>“For us, a grocery store is in some ways just a medium,” Ahmadi says. “We’re building a laboratory for community engagement.” An in-house venue space, managed by PCM’s community partners, will offer educational and cultural programs. A cafe will provide a place for socializing. These additions are vital for this neighborhood, Ahmadi says, whose public spaces have long suffered from neglect. The store will represent a much-needed space for neighbors to rub shoulders.\u003c/p>\n\u003cp>It’s admittedly a lot to ask of a grocery store.\u003c/p>\n\u003cp>On a recent sunny afternoon, though, PCM’s future neighborhood seemed primed for bottom-up growth. In the tiny Tamales la Oaxaquena on Market and 30th streets, visitors were delighted with Rosa’s homemade chicken mole. A dimly lit corner store across the street was doing a brisk trade in hot fried chicken, steamed corn and biscuits. Just over on San Pablo, shoppers maneuvered their baskets through the tight aisles of Produce Pro, where a well-staffed meat counter, bright Mexican piñatas and heaps of fresh produce take up every available square foot of floor and ceiling.\u003c/p>\n\u003cp>These independent operators have found a foothold where chain stores dare not go, and won a loyal customer base by tailoring services to their neighbors’ cultural backgrounds, spending habits and tastes. People’s Community Market seeks to recreate the responsiveness of such small enterprises on a larger scale, with a generous dose of social consciousness.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>Until then, People’s Grocery will continue to fill in the gaps with education, urban farms, and community events.\u003c/p>\n\n",
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"excerpt": "Three initiatives close to the hearts of food-justice activists are picking up steam and promise to bring real and lasting change for the West Oakland neighborhood.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_94130\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg\" alt=\"The staff of People’s Grocery, a nonprofit whose projects range from educating local kids to subsidized CSA boxes. Photo: People’s Grocery\" width=\"720\" height=\"540\" class=\"size-full wp-image-94130\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-staff-720x540-320x240.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The staff of People’s Grocery, a nonprofit whose projects range from educating local kids to subsidized CSA boxes. Photo: People’s Grocery\u003c/figcaption>\u003c/figure>\n\u003cp>By \u003ca href=\"http://www.berkeleyside.com/author/piper-wheeler/\" target=\"_blank\">Piper Wheeler\u003c/a>, \u003ca href=\"http://www.berkeleyside.com/2015/02/27/efforts-to-give-west-oakland-healthy-future-take-off/\" target=\"_blank\">Berkeleyside NOSH\u003c/a> (2/27/15)\u003c/p>\n\u003cp>It is well-known that fresh produce and alternatives to fast-food are both sorely lacking in West Oakland, an area sometimes referred to as a “food desert.” With perhaps one exception, efforts to date to rectify the situation have either not been forthcoming, or failed to get off the ground. However, three initiatives close to the hearts of food-justice activists are picking up steam and promise to bring real and lasting change for the neighborhood.\u003c/p>\n\u003ch3>People’s Grocery: Improving the local food system in myriad ways\u003c/h3>\n\u003cp>Founded in 2003 with the mission of improving West Oakland’s health and economy through the local food system, \u003ca href=\"http://www.peoplesgrocery.org/welcome?splash=1\" target=\"_blank\">People’s Grocery\u003c/a> is now host to a dizzying array of programs, from foodways education for local kids to subsidized CSA boxes and farmers markets that accept food stamps. West Oakland residents can purchase staple foods at wholesale prices through the organization, as well as indulge in days of “meditative weeding” at one of their several community gardens.\u003c/p>\n\u003cfigure id=\"attachment_94129\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg\" alt=\"People’s Grocery’s vegetable garden at low-income apartment building Hotel California. Photo: People’s Grocery\" width=\"720\" height=\"421\" class=\"size-full wp-image-94129\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421-400x234.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Grocery-garden-at-Hotel-California-720x421-320x187.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People’s Grocery’s vegetable garden at low-income apartment building Hotel California. Photo: People’s Grocery\u003c/figcaption>\u003c/figure>\n\u003cp>People’s Grocery has been in flux over the last few months, and has recently installed Wanda Stewart as its new director. Stewart hopes to continue to grow People’s Grocery’s presence on the local and national stage, and to make sure that People’s continues to be “a place where people talk about food, where we grow food, cook food, talk about food policy, and empower people to make money with food-based enterprises,” she said.\u003c/p>\n\u003cp>A key part of her new agenda is to continue to revitalize the land around Oakland’s California Hotel, which re-opened as an apartment building for low-income residents in 2014. People’s has a community garden in the rear of the building, and Stewart hopes to add a labyrinth and medicinal herbs. Stewart places great importance in the act of gardening: “When you teach someone to grow a vegetable, you teach them to grow and change in life, and teach them to transform themselves as well as the land.”\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The California Hotel will also be the site of People’s Grocery’s next event, this weekend’s Black History Month celebration. The event, titled \u003ca href=\"http://www.peoplesgrocery.org/\" target=\"_blank\">“Know Our History, Grow Our Future,”\u003c/a> will feature a panel of environmental and activist leaders like Carl Anthony and David Roach, as well as an all-ages dance party, an open garden day, and a farmer’s market.\u003c/p>\n\u003cp>But while the efforts of People’s Grocery do much to improve West Oaklanders’ access to healthy foods, most of the neighborhood’s 25,000 residents still make do without a convenience many city dwellers take for granted: a full-service grocery store.\u003c/p>\n\u003ch3>A grocery store in the Jack London Gateway shopping center\u003c/h3>\n\u003cp>This lack has been making headlines lately. Just before the New Year, Oakland investor \u003ca href=\"http://www.berkeleyside.com/2013/02/01/two-big-new-restaurants-land-in-jack-london-square/\" target=\"_blank\">Tom Henderson\u003c/a> announced his plans to open a new store in the Jack London Gateway shopping center.\u003c/p>\n\u003cp>Oakland’s king of EB-5 investments, Henderson has already funneled millions into Oakland projects considered too high-risk to garner bank financing. His San Francisco Regional Center raises funds via a federal “Immigrant Investor” program, which grants green cards to foreigners who contribute at least $500,000 to a project that creates a minimum of ten jobs. Henderson also owns the Tribune Tower and the restaurant \u003ca href=\"http://www.berkeleyside.com/tag/tribune-tavern/\" target=\"_blank\">Tribune Tavern\u003c/a> in Uptown.\u003c/p>\n\u003cp>The new store, to be located in a long-vacant retail space near the corner of Market and 7th streets, will reportedly require initial start-up costs of $25 million. Henderson vows his 20,000-square-foot market will make “Safeway look like 7-Eleven.”\u003c/p>\n\u003cp>The neighborhood, to be sure, is hungry for it. Residents of this underserved area, many with lower incomes and no cars, must schlepp heavy grocery bags home from Emeryville, Alameda, Berkeley, and far-flung Oakland neighborhoods. This annoyance robs locals of money as well as time: according to one market analysis, the neighborhood leaks $43 million a year in grocery purchases alone. Reclaiming some of this money, activists say, could help mend a local economy still scarred from disruptive city-planning missteps and discriminatory lending practices of past decades.\u003c/p>\n\u003cp>Tom Henderson’s plans have been met with cautious optimism. Many city officials, including mayor Libby Schaff, applaud the investor’s ability to bring new money into Oakland. But some longtime merchants and community activists in the neighborhood doubt the Piedmont native’s ability to succeed in a difficult market.\u003c/p>\n\u003ch3>People’s Community Market: Raising more funds for a grocery store\u003c/h3>\n\u003cfigure id=\"attachment_94126\" class=\"wp-caption alignright\" style=\"max-width: 360px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg\" alt=\"Brahm Ahmadi. Photo: People’s Community Market\" width=\"360\" height=\"313\" class=\"size-full wp-image-94126\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/12840-1377647833-360x313.jpg 360w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/12840-1377647833-360x313-320x278.jpg 320w\" sizes=\"(max-width: 360px) 100vw, 360px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Brahm Ahmadi. Photo: People’s Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>No one understands the challenges of opening a store in West Oakland better than \u003ca href=\"http://www.berkeleyside.com/tag/brahm-ahmadi/\" target=\"_blank\">Brahm Ahmadi\u003c/a>, who has devoted the better part of his adult life to the neighborhood’s food system. The founder and former director of People’s Grocery, Ahmadi split amicably from the nonprofit about two years ago in order to devote his energies to \u003ca href=\"http://www.berkeleyside.com/tag/peoples-community-market/\" target=\"_blank\">People’s Community Market\u003c/a> (PCM). This for-profit, socially-conscious organization is now in the final stages of securing a site for their own 10,000 square foot store. \u003ca href=\"http://peoplescommunitymarket.com/\" target=\"_blank\">PCM\u003c/a> leaders are in talks with multiple landowners, but a site at the corner of Market Street and Grand Avenue is a top contender.\u003c/p>\n\u003cp>Just days after Henderson announced his investment plans, Ahmadi wrote an update to his own investors. These shareholders are, for the most part, working people with ties to West Oakland. Ahmadi and his partners managed to raise PCM’s current capitalization of $1.2 million through a grassroots direct public offering. Of PCM’s 402 current shareholders, a little over half bought in with the $1,000 minimum investment.\u003c/p>\n\u003cp>PCM’s word-of-mouth campaign earned the prospective market not just much-needed funds, but social currency and a foothold in the neighborhood. “People — our future customers — have been involved from the very beginning,” Ahmadi says. “They’re excited to support us.”\u003c/p>\n\u003cp>To further ensure that the store will cater to the neighborhood, PCM relies on a Community Advisory Board — assembled and facilitated by People’s Grocery — that is helping to plan everything from the store’s layout and design to product lines and community outreach.\u003c/p>\n\u003cp>Unfortunately, $1.2 million doesn’t buy much in West Oakland’s newly hot commercial real-estate market. Ahmadi describes unmotivated landowners determined to garner $80 per square foot for land that would have sold for $50 just last year. Initially, the organizers had expected their current funds to cover land and construction; now it seems it will go to land alone.\u003c/p>\n\u003cp>Ahmadi is hopeful that more money will come. He says that the success of their first direct public offering has earned PCM “credibility” with bank lenders who previously wouldn’t consider touching such a project. More small investors, who missed the first round of fundraising, are waiting in the wings.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutube'>\n \u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutubeInside'>\n \u003ciframe\n loading='lazy'\n class='utils-parseShortcode-shortcodes-__youtubeShortcode__youtubePlayer'\n type='text/html'\n src='//www.youtube.com/embed/2i_2USfWdlg'\n title='//www.youtube.com/embed/2i_2USfWdlg'\n allowfullscreen='true'\n style='border:0;'>\u003c/iframe>\n \u003c/span>\n \u003c/span>\u003c/p>\u003cp>\u003c/p>\n\u003cp>The activists behind People’s Community Market are nothing if not patient. For years they have been researching, preparing and planning this store. At stake is not just their own success, but the redemption of a neighborhood long stigmatized by store closures. “We were looking to open a store fifteen years ago,” Ahmadi says, “but the risks were too high. … Failure would be too damaging to the community.”\u003c/p>\n\u003cp>Such painstaking preparation stands in stark contrast to the hustle of Tom Henderson’s enterprise, which has reportedly not yet commissioned a feasibility study. Ahmadi emphasizes that he welcomes Henderson’s efforts, and isn’t concerned about a competitive threat. But he is worried Henderson’s project will fail, leaving the neighborhood in the lurch.\u003c/p>\n\u003cp>People’s Community Market had already rejected Henderson’s selected site, unimpressed with its location. The Jack London Gateway shopping center, while convenient to several freeways, is on the edge of the neighborhood, with poor street frontage and limited public transit nearby. “We had to consider the limitations of this community, [in which] most people are walking or taking the bus, and shop every few days instead of once a week,” Ahmadi explains.\u003c/p>\n\u003cp>He speculates that Henderson is perhaps counting on gentrification to bring in more affluent customers — but those drivers who might come in off the freeway will have their choice of other markets within an easy drive. And while Jack London Gateway is technically bracketed by two fast-changing neighborhoods (Jack London Square and the area around the West Oakland BART), it’s not an easy walk from either.\u003c/p>\n\u003cp>One key to solving the crisis of food deserts, Ahmadi contends, is understanding how to market to low-income communities of color. In urban areas across the U.S., much-needed supermarkets have failed to gain traction when their physical plans appear too high-end. Even if prices are kept low, he says, locals won’t patronize a store they perceive to be pricey.\u003c/p>\n\u003cfigure id=\"attachment_94127\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg\" alt=\"The Mandela Foods Cooperative, located across the street from the West Oakland BART, has been a model of success. Photo: Mandela Foods Cooperative\" width=\"720\" height=\"540\" class=\"size-full wp-image-94127\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540.jpeg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/abfe07_4f6a3c86572a42ffb5e29f58d52c7d23.jpg_srz_847_635_75_22_0.50_1.20_0.00_jpg_srz-720x540-320x240.jpeg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The Mandela Foods Cooperative, located across the street from the West Oakland BART, has been a model of success. Photo: Mandela Foods Cooperative\u003c/figcaption>\u003c/figure>\n\u003cp>One success story in West Oakland is the much-loved \u003ca href=\"http://www.mandelafoods.com/\" target=\"_blank\">Mandela Foods Cooperative\u003c/a>, located in a small retail space across the street from the West Oakland BART. The worker-owned shop is ideally positioned to catch foot traffic, and its clever pricing system allows it to sell fresh fruit, vegetables, and other healthy staples at a significant discount, while charging more than usual for more frivolous products, like organic unbleached paper products.\u003c/p>\n\u003cp>People’s Community Market plans to adopt a similar two-tiered pricing model: a foundation of familiar, affordable products will be supplemented by a few higher-end choices. And the “center aisles” of the store — where chain supermarkets typically house vast swathes of packaged sweets, sodas and snacks — will be shrunk to make room for larger offerings of produce, dairy, and other fresh foods.\u003c/p>\n\u003cp>While the store seeks to make a profit, its central mission will be to improve the neighborhood’s health and economy, as well as to stem the tide of displacement spurred by gentrification. Eventually, the store’s 100 employees will become owners of the business. Employees’ loyalty, as well as their value to the community and the business, will be increased through extensive trainings in nutrition, cooking, and financial literacy.\u003c/p>\n\u003cfigure id=\"attachment_94128\" class=\"wp-caption aligncenter\" style=\"max-width: 720px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg\" alt=\"A rendering of People’s Community Market shows a dining area at its front entrance. Image: People’s Community Market\" width=\"720\" height=\"377\" class=\"size-full wp-image-94128\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377.jpg 720w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377-400x209.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2015/03/Peoples-Front-Porch-Concept-720x377-320x168.jpg 320w\" sizes=\"(max-width: 720px) 100vw, 720px\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A rendering of People’s Community Market shows a dining area at its front entrance. Image: People’s Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>Ahmadi speaks of West Oakland as a community fractured by divisions between rich and poor; newcomer and native; and black, white and Latino. As a business enterprise, PCM must win over all segments of the local population. As a social experiment, it will strive “to attract the full diversity of the community.”\u003c/p>\n\u003cp>“For us, a grocery store is in some ways just a medium,” Ahmadi says. “We’re building a laboratory for community engagement.” An in-house venue space, managed by PCM’s community partners, will offer educational and cultural programs. A cafe will provide a place for socializing. These additions are vital for this neighborhood, Ahmadi says, whose public spaces have long suffered from neglect. The store will represent a much-needed space for neighbors to rub shoulders.\u003c/p>\n\u003cp>It’s admittedly a lot to ask of a grocery store.\u003c/p>\n\u003cp>On a recent sunny afternoon, though, PCM’s future neighborhood seemed primed for bottom-up growth. In the tiny Tamales la Oaxaquena on Market and 30th streets, visitors were delighted with Rosa’s homemade chicken mole. A dimly lit corner store across the street was doing a brisk trade in hot fried chicken, steamed corn and biscuits. Just over on San Pablo, shoppers maneuvered their baskets through the tight aisles of Produce Pro, where a well-staffed meat counter, bright Mexican piñatas and heaps of fresh produce take up every available square foot of floor and ceiling.\u003c/p>\n\u003cp>These independent operators have found a foothold where chain stores dare not go, and won a loyal customer base by tailoring services to their neighbors’ cultural backgrounds, spending habits and tastes. People’s Community Market seeks to recreate the responsiveness of such small enterprises on a larger scale, with a generous dose of social consciousness.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Until then, People’s Grocery will continue to fill in the gaps with education, urban farms, and community events.\u003c/p>\n\n\u003c/div>\u003c/p>",
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"disqusTitle": "New Agriculture Policy Changes May Make it Easier to Start an Urban Farm in Oakland",
"title": "New Agriculture Policy Changes May Make it Easier to Start an Urban Farm in Oakland",
"headTitle": "Bay Area Bites | KQED Food",
"content": "\u003cfigure id=\"attachment_89691\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Potential-new-zoning-regulations-will-make-it-easier-to-start-an-urban-farm-in-Oakland.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Potential-new-zoning-regulations-will-make-it-easier-to-start-an-urban-farm-in-Oakland.jpg\" alt=\"Potential new zoning regulations will make it easier to start an urban farm in Oakland. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89691\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Potential new zoning regulations will make it easier to start an urban farm in Oakland. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>It’s a foggy fall day at West Oakland’s \u003ca href=\"http://www.cityslickerfarms.org/\" target=\"_blank\">City Slicker Farms\u003c/a> in Union Plaza Park, but by looking at the lush and green garden boxes full of basil, Swiss chard, and collard greens it’s hard to believe the growing season is almost over. While volunteers are planting root vegetables for the winter and picking the last of the green tomatoes, some food policy advocates are trying to harvest change in Oakland’s City Council. \u003c/p>\n\u003cfigure id=\"attachment_89683\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-bountiful-bunch-of-basil-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-bountiful-bunch-of-basil-at-City-Slicker-Farms.jpg\" alt=\"A bountiful bunch of basil at City Slicker Farms. Photo: Angela Johnston\" width=\"1000\" height=\"1503\" class=\"size-full wp-image-89683\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A bountiful bunch of basil at City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_89689\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Joseph-Davis-Ellie-Gertler-and-Haider-Zafar-tend-the-garden-beds-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Joseph-Davis-Ellie-Gertler-and-Haider-Zafar-tend-the-garden-beds-at-City-Slicker-Farms.jpg\" alt=\"Joseph Davis, Ellie Gertler and Haider Zafar tend the garden beds at City Slicker Farms. Credit: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89689\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Joseph Davis, Ellie Gertler and Haider Zafar tend the garden beds at City Slicker Farms. Credit: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>Last week, Oakland City Council first considered \u003ca href=\"http://www2.oaklandnet.com/w/oak049146\" target=\"_blank\">amendments\u003c/a> to the city’s zoning policies that would make it easier and cheaper to start urban farms and gardens in Oakland. The first vote passed unanimously, and on November 18, there will be final vote for these changes at the council meeting. Food policy activists and urban farming supporters are confident this vote will also be successful. \u003c/p>\n\u003cp>With some exceptions, like farms that include chickens or other livestock, these new regulations would remove the expensive and burdensome permit process from community gardens and farms in Oakland. Previously it could cost up to $3,000 to apply for a Conditional Use Permit (CUP), a process that could take several months without the guarantee of approval. The proposed changes would designate agriculture activities like growing and selling fruits, vegetables, and herbs; and keeping up to three beehives, as a right. It would also change the definition of a community garden from land cultivated by “more than one” to “one or more” persons. \u003c/p>\n\u003cblockquote>\u003cp>“If you're just starting a farm, or basically or really just interested in growing your own food, to have that barrier immediately of a permit is such a stopping point,” says Ariel Dekovic, the interim executive director of City Slicker Farms. “ It really says as a city, ‘Oakland doesn't value people’s rights to grow their own food.’ So from our perspective and from our experience this is so important because it really just opens up that right.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89685\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ariel-Dekovic-the-interim-Executive-Director-for-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ariel-Dekovic-the-interim-Executive-Director-for-City-Slicker-Farms.jpg\" alt=\"Ariel Dekovic - the interim executive director for City Slicker Farms. Photo: Angela Johnston\" width=\"1000\" height=\"665\" class=\"size-full wp-image-89685\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Ariel Dekovic - the interim executive director for City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>City Slicker Farms has been around since 2001 and already has CUPs for the 12 chickens they raise on site, but Dekovic says founder Willow Rosenthal probably faced barriers similar to the ones these new amendments are trying to get rid of. \u003c/p>\n\u003cblockquote>\u003cp>“She saw the total lack of access to any kind of healthy fresh food in West Oakland. There just were no grocery stores, no place where you could get affordable healthy food easily,” Dekovic says. “That lack of access combined with a deep history in the neighborhood of residents who either had family members, family knowledge, or interest in growing their own food was the catalyst for City Slicker Farms.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89686\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/City-Slicker-Farms-in-West-Oakland-is-one-of-the-few-places-in-the-neighborhood-to-get-fresh-healthy-produce.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/City-Slicker-Farms-in-West-Oakland-is-one-of-the-few-places-in-the-neighborhood-to-get-fresh-healthy-produce.jpg\" alt=\"City Slicker Farms in West Oakland is one of the few places in the neighborhood to get fresh, healthy produce. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89686\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">City Slicker Farms in West Oakland is one of the few places in the neighborhood to get fresh, healthy produce. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>Aside from the community markets City Slicker Farms holds every Saturday, it still is very difficult to access fresh, healthy food in West Oakland. The nearest supermarket is the Pak N Save in Emeryville, and other local grocery stores can take a 45-minute bus ride to reach. \u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Other organizations have begun responding to this lack of access, and West Oakland is becoming a hub for community farming. For the past few years, an organization called the \u003ca href=\"http://peoplescommunitymarket.com/\" target=\"_blank\">People’s Community Market\u003c/a> has been \u003ca href=\"http://ww2.kqed.org/bayareabites/2013/04/02/coming-soon-a-supermarket-in-west-oakland/\" target=\"_blank\">working to build\u003c/a> a full-service supermarket in West Oakland. The Oakland Unified School district is also working to create a \u003ca href=\"http://www.ousd.k12.ca.us/cms/lib07/CA01001176/Centricity/Domain/118/OUSD_CentralKitchen_ConceptPaper.pdf\" target=\"_blank\">central kitchen\u003c/a> with an attached urban farm and education center.\u003c/p>\n\u003cfigure id=\"attachment_89690\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Murals-painted-by-the-community-in-response-to-recent-vandalism-at-the-farm.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Murals-painted-by-the-community-in-response-to-recent-vandalism-at-the-farm.jpg\" alt=\"Murals painted by the community in response to recent vandalism at the farm. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89690\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Murals painted by the community in response to recent vandalism at the farm. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>However, in the meantime Dekovic says it needs to be easy for as many people as possible to start growing their own food.\u003c/p>\n\u003cblockquote>\u003cp>“If you look at the report it mentions a goal that Oakland has about supporting community gardens that are multi-generational, multiethnic and welcoming to all. And this is the first step. If you are making it a right for people to be able to do this, this is really the first step to embracing that truly.”\u003c/p>\u003c/blockquote>\n\u003cp>Esperanza Pallana, the director of the \u003ca href=\"http://oaklandfood.org/\" target=\"_blank\">Oakland Food Policy Council\u003c/a> (OFPC), agrees. \u003c/p>\n\u003cblockquote>\u003cp>\"To acknowledge the right to grow our own food is particularly profound because the United States does not view food as a basic human right. It would be a significant statement for our city to not only view food as a basic right, but that growing it ourselves is a right. I hope Oakland can set an example for national food policy,” she says.\u003c/p>\u003c/blockquote>\n\u003cp>For the past four years Pallana and the OFPC have been working to form changes like the ones that will be decided on November 18. \u003c/p>\n\u003cp>“I think this policy is also important because the rate of hunger in Alameda County is \u003ca href=\"http://www.acgov.org/news/pressreleases/pr2014-05-05CalFreshAwareness.pdf\" target=\"_blank\">higher than ever\u003c/a>, Pallana adds. \"We have a climate than enables year round production of food crops. There is no reason why we can’t be growing our own way out of dependency on a food system than doesn’t serve us.\"\u003c/p>\n\u003cp>Both Dekovic and Pallana agree that if and when these amendments pass, the work of the urban farming and food policy advocate isn’t over, it’s only the first step in an ongoing discussion. Dekovic says she would eventually like to see Oakland make the permitting process easier for urban farmers to raise livestock.\u003c/p>\n\u003cblockquote>\u003cp>“Chickens are a pretty natural part of a produce farm, there’s a lot of beneficial systems going on there and so right now there are barriers to that.”\u003c/p>\u003c/blockquote>\n\u003cp>Land security is another huge issue. Dekovic worries about not being able to control the fate of farm space, which takes a lot of investment.\u003c/p>\n\u003cfigure id=\"attachment_89688\" class=\"wp-caption aligncenter\" style=\"max-width: 500px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Fresh-green-beans-on-the-vine-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Fresh-green-beans-on-the-vine-at-City-Slicker-Farms.jpg\" alt=\"Fresh green beans on the vine at City Slicker Farms. Photo: Angela Johnston\" width=\"500\" class=\"size-full wp-image-89688\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Fresh green beans on the vine at City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_89684\" class=\"wp-caption aligncenter\" style=\"max-width: 500px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-row-of-collard-greens-almost-ready-for-harvest-.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-row-of-collard-greens-almost-ready-for-harvest-.jpg\" alt=\"A row of collard greens almost ready for harvest. Photo: Angela Johnston\" width=\"500\" class=\"size-full wp-image-89684\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A row of collard greens almost ready for harvest. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>“How do we protect, enable and empower the residents who want to just have smaller scale community gardens?” One example, she says, is borrowing San Francisco’s idea for giving \u003ca href=\"http://ww2.kqed.org/bayareabites/2014/09/09/tax-breaks-may-turn-san-franciscos-vacant-lots-into-urban-farms/\" target=\"_blank\">tax breaks\u003c/a> to people who open up their land to urban farming.\u003c/p>\n\u003cp>Even more, there’s a larger discussion that needs to take place about the role of urban farms and community gardens in areas where \u003ca href=\"http://www.newyorker.com/business/currency/gentrification-and-the-urban-garden\" target=\"_blank\">gentrification\u003c/a> is changing the character of neighborhoods and creating tension between longtime residents and newcomers.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>Urban farming isn't new, Dekovic says. “My grandmother moved to the Richmond District in the 1950s from the Philippines, had a giant backyard and was growing her food there.”\u003c/p>\n\u003cblockquote>\u003cp>“Our mission is really to empower residents of West Oakland typically who have lived here a long time and have been doing this for a long time, but when realtors advertise the urban garden as something that it's not, something hip and fashionable, something designed to sell property and rack up home prices, it raises some interesting questions.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89687\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ellie-Gertler-and-Haider-Zafar-plant-carrot-seeds.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ellie-Gertler-and-Haider-Zafar-plant-carrot-seeds.jpg\" alt=\"Ellie Gertler and Haider Zafar plant carrot seeds. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89687\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Ellie Gertler and Haider Zafar plant carrot seeds. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\n",
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"excerpt": "Growing and selling your own kale and green tomatoes in Oakland may get a lot easier in the next few months. Next week the Oakland City Council will have a final vote on amendments to its agricultural zoning policy that will remove costly barriers to starting an urban farm.",
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"description": "Growing and selling your own kale and green tomatoes in Oakland may get a lot easier in the next few months. Next week the Oakland City Council will have a final vote on amendments to its agricultural zoning policy that will remove costly barriers to starting an urban farm.",
"title": "New Agriculture Policy Changes May Make it Easier to Start an Urban Farm in Oakland | KQED",
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"headline": "New Agriculture Policy Changes May Make it Easier to Start an Urban Farm in Oakland",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_89691\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Potential-new-zoning-regulations-will-make-it-easier-to-start-an-urban-farm-in-Oakland.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Potential-new-zoning-regulations-will-make-it-easier-to-start-an-urban-farm-in-Oakland.jpg\" alt=\"Potential new zoning regulations will make it easier to start an urban farm in Oakland. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89691\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Potential new zoning regulations will make it easier to start an urban farm in Oakland. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>It’s a foggy fall day at West Oakland’s \u003ca href=\"http://www.cityslickerfarms.org/\" target=\"_blank\">City Slicker Farms\u003c/a> in Union Plaza Park, but by looking at the lush and green garden boxes full of basil, Swiss chard, and collard greens it’s hard to believe the growing season is almost over. While volunteers are planting root vegetables for the winter and picking the last of the green tomatoes, some food policy advocates are trying to harvest change in Oakland’s City Council. \u003c/p>\n\u003cfigure id=\"attachment_89683\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-bountiful-bunch-of-basil-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-bountiful-bunch-of-basil-at-City-Slicker-Farms.jpg\" alt=\"A bountiful bunch of basil at City Slicker Farms. Photo: Angela Johnston\" width=\"1000\" height=\"1503\" class=\"size-full wp-image-89683\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A bountiful bunch of basil at City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_89689\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Joseph-Davis-Ellie-Gertler-and-Haider-Zafar-tend-the-garden-beds-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Joseph-Davis-Ellie-Gertler-and-Haider-Zafar-tend-the-garden-beds-at-City-Slicker-Farms.jpg\" alt=\"Joseph Davis, Ellie Gertler and Haider Zafar tend the garden beds at City Slicker Farms. Credit: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89689\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Joseph Davis, Ellie Gertler and Haider Zafar tend the garden beds at City Slicker Farms. Credit: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>Last week, Oakland City Council first considered \u003ca href=\"http://www2.oaklandnet.com/w/oak049146\" target=\"_blank\">amendments\u003c/a> to the city’s zoning policies that would make it easier and cheaper to start urban farms and gardens in Oakland. The first vote passed unanimously, and on November 18, there will be final vote for these changes at the council meeting. Food policy activists and urban farming supporters are confident this vote will also be successful. \u003c/p>\n\u003cp>With some exceptions, like farms that include chickens or other livestock, these new regulations would remove the expensive and burdensome permit process from community gardens and farms in Oakland. Previously it could cost up to $3,000 to apply for a Conditional Use Permit (CUP), a process that could take several months without the guarantee of approval. The proposed changes would designate agriculture activities like growing and selling fruits, vegetables, and herbs; and keeping up to three beehives, as a right. It would also change the definition of a community garden from land cultivated by “more than one” to “one or more” persons. \u003c/p>\n\u003cblockquote>\u003cp>“If you're just starting a farm, or basically or really just interested in growing your own food, to have that barrier immediately of a permit is such a stopping point,” says Ariel Dekovic, the interim executive director of City Slicker Farms. “ It really says as a city, ‘Oakland doesn't value people’s rights to grow their own food.’ So from our perspective and from our experience this is so important because it really just opens up that right.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89685\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ariel-Dekovic-the-interim-Executive-Director-for-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ariel-Dekovic-the-interim-Executive-Director-for-City-Slicker-Farms.jpg\" alt=\"Ariel Dekovic - the interim executive director for City Slicker Farms. Photo: Angela Johnston\" width=\"1000\" height=\"665\" class=\"size-full wp-image-89685\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Ariel Dekovic - the interim executive director for City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>City Slicker Farms has been around since 2001 and already has CUPs for the 12 chickens they raise on site, but Dekovic says founder Willow Rosenthal probably faced barriers similar to the ones these new amendments are trying to get rid of. \u003c/p>\n\u003cblockquote>\u003cp>“She saw the total lack of access to any kind of healthy fresh food in West Oakland. There just were no grocery stores, no place where you could get affordable healthy food easily,” Dekovic says. “That lack of access combined with a deep history in the neighborhood of residents who either had family members, family knowledge, or interest in growing their own food was the catalyst for City Slicker Farms.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89686\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/City-Slicker-Farms-in-West-Oakland-is-one-of-the-few-places-in-the-neighborhood-to-get-fresh-healthy-produce.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/City-Slicker-Farms-in-West-Oakland-is-one-of-the-few-places-in-the-neighborhood-to-get-fresh-healthy-produce.jpg\" alt=\"City Slicker Farms in West Oakland is one of the few places in the neighborhood to get fresh, healthy produce. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89686\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">City Slicker Farms in West Oakland is one of the few places in the neighborhood to get fresh, healthy produce. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>Aside from the community markets City Slicker Farms holds every Saturday, it still is very difficult to access fresh, healthy food in West Oakland. The nearest supermarket is the Pak N Save in Emeryville, and other local grocery stores can take a 45-minute bus ride to reach. \u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Other organizations have begun responding to this lack of access, and West Oakland is becoming a hub for community farming. For the past few years, an organization called the \u003ca href=\"http://peoplescommunitymarket.com/\" target=\"_blank\">People’s Community Market\u003c/a> has been \u003ca href=\"http://ww2.kqed.org/bayareabites/2013/04/02/coming-soon-a-supermarket-in-west-oakland/\" target=\"_blank\">working to build\u003c/a> a full-service supermarket in West Oakland. The Oakland Unified School district is also working to create a \u003ca href=\"http://www.ousd.k12.ca.us/cms/lib07/CA01001176/Centricity/Domain/118/OUSD_CentralKitchen_ConceptPaper.pdf\" target=\"_blank\">central kitchen\u003c/a> with an attached urban farm and education center.\u003c/p>\n\u003cfigure id=\"attachment_89690\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Murals-painted-by-the-community-in-response-to-recent-vandalism-at-the-farm.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Murals-painted-by-the-community-in-response-to-recent-vandalism-at-the-farm.jpg\" alt=\"Murals painted by the community in response to recent vandalism at the farm. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89690\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Murals painted by the community in response to recent vandalism at the farm. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>However, in the meantime Dekovic says it needs to be easy for as many people as possible to start growing their own food.\u003c/p>\n\u003cblockquote>\u003cp>“If you look at the report it mentions a goal that Oakland has about supporting community gardens that are multi-generational, multiethnic and welcoming to all. And this is the first step. If you are making it a right for people to be able to do this, this is really the first step to embracing that truly.”\u003c/p>\u003c/blockquote>\n\u003cp>Esperanza Pallana, the director of the \u003ca href=\"http://oaklandfood.org/\" target=\"_blank\">Oakland Food Policy Council\u003c/a> (OFPC), agrees. \u003c/p>\n\u003cblockquote>\u003cp>\"To acknowledge the right to grow our own food is particularly profound because the United States does not view food as a basic human right. It would be a significant statement for our city to not only view food as a basic right, but that growing it ourselves is a right. I hope Oakland can set an example for national food policy,” she says.\u003c/p>\u003c/blockquote>\n\u003cp>For the past four years Pallana and the OFPC have been working to form changes like the ones that will be decided on November 18. \u003c/p>\n\u003cp>“I think this policy is also important because the rate of hunger in Alameda County is \u003ca href=\"http://www.acgov.org/news/pressreleases/pr2014-05-05CalFreshAwareness.pdf\" target=\"_blank\">higher than ever\u003c/a>, Pallana adds. \"We have a climate than enables year round production of food crops. There is no reason why we can’t be growing our own way out of dependency on a food system than doesn’t serve us.\"\u003c/p>\n\u003cp>Both Dekovic and Pallana agree that if and when these amendments pass, the work of the urban farming and food policy advocate isn’t over, it’s only the first step in an ongoing discussion. Dekovic says she would eventually like to see Oakland make the permitting process easier for urban farmers to raise livestock.\u003c/p>\n\u003cblockquote>\u003cp>“Chickens are a pretty natural part of a produce farm, there’s a lot of beneficial systems going on there and so right now there are barriers to that.”\u003c/p>\u003c/blockquote>\n\u003cp>Land security is another huge issue. Dekovic worries about not being able to control the fate of farm space, which takes a lot of investment.\u003c/p>\n\u003cfigure id=\"attachment_89688\" class=\"wp-caption aligncenter\" style=\"max-width: 500px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Fresh-green-beans-on-the-vine-at-City-Slicker-Farms.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Fresh-green-beans-on-the-vine-at-City-Slicker-Farms.jpg\" alt=\"Fresh green beans on the vine at City Slicker Farms. Photo: Angela Johnston\" width=\"500\" class=\"size-full wp-image-89688\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Fresh green beans on the vine at City Slicker Farms. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_89684\" class=\"wp-caption aligncenter\" style=\"max-width: 500px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-row-of-collard-greens-almost-ready-for-harvest-.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/A-row-of-collard-greens-almost-ready-for-harvest-.jpg\" alt=\"A row of collard greens almost ready for harvest. Photo: Angela Johnston\" width=\"500\" class=\"size-full wp-image-89684\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">A row of collard greens almost ready for harvest. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\u003cp>“How do we protect, enable and empower the residents who want to just have smaller scale community gardens?” One example, she says, is borrowing San Francisco’s idea for giving \u003ca href=\"http://ww2.kqed.org/bayareabites/2014/09/09/tax-breaks-may-turn-san-franciscos-vacant-lots-into-urban-farms/\" target=\"_blank\">tax breaks\u003c/a> to people who open up their land to urban farming.\u003c/p>\n\u003cp>Even more, there’s a larger discussion that needs to take place about the role of urban farms and community gardens in areas where \u003ca href=\"http://www.newyorker.com/business/currency/gentrification-and-the-urban-garden\" target=\"_blank\">gentrification\u003c/a> is changing the character of neighborhoods and creating tension between longtime residents and newcomers.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Urban farming isn't new, Dekovic says. “My grandmother moved to the Richmond District in the 1950s from the Philippines, had a giant backyard and was growing her food there.”\u003c/p>\n\u003cblockquote>\u003cp>“Our mission is really to empower residents of West Oakland typically who have lived here a long time and have been doing this for a long time, but when realtors advertise the urban garden as something that it's not, something hip and fashionable, something designed to sell property and rack up home prices, it raises some interesting questions.”\u003c/p>\u003c/blockquote>\n\u003cfigure id=\"attachment_89687\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ellie-Gertler-and-Haider-Zafar-plant-carrot-seeds.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2014/11/Ellie-Gertler-and-Haider-Zafar-plant-carrot-seeds.jpg\" alt=\"Ellie Gertler and Haider Zafar plant carrot seeds. Photo: Angela Johnston\" width=\"1000\" height=\"666\" class=\"size-full wp-image-89687\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Ellie Gertler and Haider Zafar plant carrot seeds. Photo: Angela Johnston\u003c/figcaption>\u003c/figure>\n\n\u003c/div>\u003c/p>",
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"disqusTitle": "Oakland's Jack London District: A Food Desert For The Wealthy?",
"title": "Oakland's Jack London District: A Food Desert For The Wealthy?",
"headTitle": "Bay Area Bites | KQED Food",
"content": "\u003cfigure id=\"attachment_65545\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Floor-Plan.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Floor-Plan.jpg\" alt=\"Design for upcoming Portside Community Market. Image courtesy of Portside Community Market\" width=\"1000\" height=\"640\" class=\"size-full wp-image-65545\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Design for upcoming Portside Community Market. Image courtesy of Portside Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>The Jack London District might finally get something it's been lacking since its booming development: a real grocery store. \u003c/p>\n\u003cp>After decades of growth and restructuring, a number of notable restaurants like \u003ca href=\"http://ww2.kqed.org/bayareabites/2012/01/10/let-them-cook-for-you-haven/\">Haven\u003c/a>, \u003ca href=\"http://www.theforgepizza.com/\">Forge\u003c/a>, and smaller artisans like \u003ca href=\"https://www.miette.com/\">Miette\u003c/a> opened their doors on Jack London Square's waterfront and within the surrounding residential areas. Even so, the district remains a food desert meaning that access to fresh produce is limited. Aside from a farmers' market, which happens only once a week, the closest grocery store to the Jack London District is in Chinatown.\u003c/p>\n\u003cp>A startup team decided that it was time to shake things up. Tommaso Boggia and La Wanda Knox are co-founders of \u003ca href=\"http://www.portsidemarket.com/\">Portside Community Market\u003c/a>, a soon-to-be cooperative whose mission will be to provide residents in the Jack London District with fresh, local and organic produce. The team plans to build a 5000-square-foot community market. \u003c/p>\n\u003cp>The hip neighborhood has attracted investors, restaurants and festivals but Boggia says this type of business development doesn't necessarily reflect the residents' wishes.\u003c/p>\n\u003cp>\"I have been working with a neighborhood association for over a year, researching how Jack London residents, visitors, employees and business owners would like to see the neighborhood improve,\" Boggia explains. \"Over and over again, the number one concern is having more residential amenities and more specifically, a grocery store.\"\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Boggia is from Italy. He moved to the U.S. nine years ago and was shocked by the lack of access to fresh food.\u003c/p>\n\u003cp>\"I was not able to walk to a place to get fresh and healthy food,\" he says. \"And I lived in Santa Cruz!”\u003c/p>\n\u003cfigure id=\"attachment_65541\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/TOMMASO_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/TOMMASO_1.jpg\" alt=\"For over year, Tommaso Boggia conducted research asking residents how they would like to see Jack London Square improve. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65541\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">For over year, Tommaso Boggia conducted research asking residents how they would like to see Jack London Square improve. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>Knox is a business developer and the mastermind behind Portside Community Market's business strategy. \u003c/p>\n\u003cp>\"I come from Bayview in San Francisco,\" she says. \"It's what you would call another food desert.\"\u003c/p>\n\u003cp>Knox believes the market is an opportunity to build wealth and support the local economy. It is also an opportunity for her to grow professionally. Her stint as a corporate consultant left her feeling frustrated and she hopes that a cooperative business will offer a better working environment.\u003c/p>\n\u003cp>\"I have worked in the corporate world and it is not friendly to African American women,\" she says. \"I always plateaued.\" \u003c/p>\n\u003cp>Brahm Ahmadi from \u003ca href=\"http://www.peoplesgrocery.org/\">People's Grocery\u003c/a> inspired her. Ahmadi and his team are undertaking a similar venture in West Oakland called the \u003ca href=\"http://peoplescommunitymarket.com/\">People's Community Market\u003c/a>. Ahmadi is currently fundraising for his West Oakland project. After meeting with Ahmadi, she gained a better understanding of the challenges ahead, like the lack of \"real\" support from the City of Oakland. \u003c/p>\n\u003cp>\"The city of Oakland says it supports the concept but at the same time officials haven't put anything behind it,\" she says. \u003c/p>\n\u003cfigure id=\"attachment_65540\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/LaWandaKnox_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/LaWandaKnox_1.jpg\" alt=\"La Wanda Knox is a business developer and the mastermind behind the business strategy of Portside Community Market. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65540\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">La Wanda Knox is a business developer and the mastermind behind the business strategy of Portside Community Market. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>But let's be honest, Jack London Square brings massive revenue to the city of Oakland and residents aren't living in poverty. Jack London's 2000 residents do not have the same \"needs\" as West Oakland's 25,000 residents, \u003ca href=\"http://www.sfgate.com/business/article/West-Oakland-supermarket-shops-for-funds-4292021.php\">half of whom do not own a car\u003c/a>, which makes walking 1.5 miles to the nearest grocery store a real challenge. So, I ask, why Jack London?\u003c/p>\n\u003cp>\"I was not going go to a community of need and impose something on a community that is not my own,\" Boggia says while Knox nods in approval. \"This is the community that I know, that I live in and that's why I wanted to start it here. From the beginning our idea was to create a replicable model whether through franchise or just though creating a way to support a sister cooperative in a community that is more in need but it will be driven from the people of that community,\" he says. \u003c/p>\n\u003ch3>Jack London: A Food Desert and Vacant Buildings\u003c/h3>\n\u003cp>The district of Jack London is home to more than 2000 residents and workers but it is also a harbor of vacant buildings. Since the 1970s, numerous developers attempted to redesign Jack London Square only to leave behind empty spaces. In the 1970s, European-style pathways and storefronts popped up but the project never succeeded in exciting the masses. Barnes and Noble, which open in the 1980s, closed in 2010 and the building has been vacant ever since. That same year, Jack London Square Ventures LLC, a partnership between Ellis LLC and Divco West, envisioned a ferry-building-style market and built a \u003ca href=\"http://www.jacklondonmarket.com/\">six-story glass building\u003c/a> composed of office and retail space. 90 percent of the office space is now leased to restaurants like Haven or Bocanova but the 72,000 square feet of retail space is still market-less. \u003c/p>\n\u003cfigure id=\"attachment_65544\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant4.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant4.jpg\" alt=\"Vacant buildings are a common sight in Jack London. Photo: Lauren Benichou\" width=\"1000\" height=\"663\" class=\"size-full wp-image-65544\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Vacant buildings are a common sight in Jack London. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003ch3>What's Next?\u003c/h3>\n\u003cp>\"The next step is figuring out our fundraising logistics and as soon as we are incorporated, we can start finalizing the location,\" Boggia says. \u003c/p>\n\u003cp>\"We are looking at visibility, parking, square footage and proximity to residential areas,\" Knox adds. \u003c/p>\n\u003cfigure id=\"attachment_65542\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant1_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant1_1.jpg\" alt=\"Boggia's favorite location is on Broadway and 4th street. It's been unoccupied for years. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65542\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Boggia's favorite location is on Broadway and 4th street. It's been unoccupied for years. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>But that's easier said than done. Boggia says that some of the major challenges the team faces have been plaguing the district for years: property owners' lack of strategy or unrealistic goals. He says that some of them, like Jack London Partners, are waiting for big box grocery stores like Whole Foods or Trader Joe's, to lease or buy their properties. \u003c/p>\n\u003cp>\"That's never going to happen,\" he says. \"There isn't the residential density for it and even then they keep telling us that they don't want something smaller.\"\u003c/p>\n\u003cfigure id=\"attachment_65543\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Vacant2_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Vacant2_1.jpg\" alt=\"This location on Alice and 3rd is Knox's preference. "It has character," she says. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65543\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">This location on Alice and 3rd is Knox's preference. \"It has character,\" she says. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>The team has recently launched a \u003ca href=\"https://www.surveymonkey.com/s/portsidemarket\">\u003cstrong>survey\u003c/strong>\u003c/a> asking what residents would like their grocery store to look like. Boggia is convinced that the Portside Community Market will thrive even with competitors like Whole Foods because the project is truly community-oriented. \u003c/p>\n\u003cp>\"We'll reflect the neighborhood's character, we are adaptable and we are worker-owned,\" he says smiling. \u003c/p>\n\u003ch3>More Information\u003c/h3>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>\u003ca href=\"http://www.portsidemarket.com/\">Portside Community Market\u003c/a>\u003cbr>\n\u003cstrong>Facebook:\u003c/strong> \u003ca href=\"https://www.facebook.com/PortsideCommunityMarket\">Portside Community Market\u003c/a>\u003c/p>\n\n",
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"excerpt": "The Jack London District might finally get something it's been lacking since its booming development: a real grocery store. ",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_65545\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Floor-Plan.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Floor-Plan.jpg\" alt=\"Design for upcoming Portside Community Market. Image courtesy of Portside Community Market\" width=\"1000\" height=\"640\" class=\"size-full wp-image-65545\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Design for upcoming Portside Community Market. Image courtesy of Portside Community Market\u003c/figcaption>\u003c/figure>\n\u003cp>The Jack London District might finally get something it's been lacking since its booming development: a real grocery store. \u003c/p>\n\u003cp>After decades of growth and restructuring, a number of notable restaurants like \u003ca href=\"http://ww2.kqed.org/bayareabites/2012/01/10/let-them-cook-for-you-haven/\">Haven\u003c/a>, \u003ca href=\"http://www.theforgepizza.com/\">Forge\u003c/a>, and smaller artisans like \u003ca href=\"https://www.miette.com/\">Miette\u003c/a> opened their doors on Jack London Square's waterfront and within the surrounding residential areas. Even so, the district remains a food desert meaning that access to fresh produce is limited. Aside from a farmers' market, which happens only once a week, the closest grocery store to the Jack London District is in Chinatown.\u003c/p>\n\u003cp>A startup team decided that it was time to shake things up. Tommaso Boggia and La Wanda Knox are co-founders of \u003ca href=\"http://www.portsidemarket.com/\">Portside Community Market\u003c/a>, a soon-to-be cooperative whose mission will be to provide residents in the Jack London District with fresh, local and organic produce. The team plans to build a 5000-square-foot community market. \u003c/p>\n\u003cp>The hip neighborhood has attracted investors, restaurants and festivals but Boggia says this type of business development doesn't necessarily reflect the residents' wishes.\u003c/p>\n\u003cp>\"I have been working with a neighborhood association for over a year, researching how Jack London residents, visitors, employees and business owners would like to see the neighborhood improve,\" Boggia explains. \"Over and over again, the number one concern is having more residential amenities and more specifically, a grocery store.\"\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Boggia is from Italy. He moved to the U.S. nine years ago and was shocked by the lack of access to fresh food.\u003c/p>\n\u003cp>\"I was not able to walk to a place to get fresh and healthy food,\" he says. \"And I lived in Santa Cruz!”\u003c/p>\n\u003cfigure id=\"attachment_65541\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/TOMMASO_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/TOMMASO_1.jpg\" alt=\"For over year, Tommaso Boggia conducted research asking residents how they would like to see Jack London Square improve. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65541\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">For over year, Tommaso Boggia conducted research asking residents how they would like to see Jack London Square improve. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>Knox is a business developer and the mastermind behind Portside Community Market's business strategy. \u003c/p>\n\u003cp>\"I come from Bayview in San Francisco,\" she says. \"It's what you would call another food desert.\"\u003c/p>\n\u003cp>Knox believes the market is an opportunity to build wealth and support the local economy. It is also an opportunity for her to grow professionally. Her stint as a corporate consultant left her feeling frustrated and she hopes that a cooperative business will offer a better working environment.\u003c/p>\n\u003cp>\"I have worked in the corporate world and it is not friendly to African American women,\" she says. \"I always plateaued.\" \u003c/p>\n\u003cp>Brahm Ahmadi from \u003ca href=\"http://www.peoplesgrocery.org/\">People's Grocery\u003c/a> inspired her. Ahmadi and his team are undertaking a similar venture in West Oakland called the \u003ca href=\"http://peoplescommunitymarket.com/\">People's Community Market\u003c/a>. Ahmadi is currently fundraising for his West Oakland project. After meeting with Ahmadi, she gained a better understanding of the challenges ahead, like the lack of \"real\" support from the City of Oakland. \u003c/p>\n\u003cp>\"The city of Oakland says it supports the concept but at the same time officials haven't put anything behind it,\" she says. \u003c/p>\n\u003cfigure id=\"attachment_65540\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/LaWandaKnox_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/LaWandaKnox_1.jpg\" alt=\"La Wanda Knox is a business developer and the mastermind behind the business strategy of Portside Community Market. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65540\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">La Wanda Knox is a business developer and the mastermind behind the business strategy of Portside Community Market. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>But let's be honest, Jack London Square brings massive revenue to the city of Oakland and residents aren't living in poverty. Jack London's 2000 residents do not have the same \"needs\" as West Oakland's 25,000 residents, \u003ca href=\"http://www.sfgate.com/business/article/West-Oakland-supermarket-shops-for-funds-4292021.php\">half of whom do not own a car\u003c/a>, which makes walking 1.5 miles to the nearest grocery store a real challenge. So, I ask, why Jack London?\u003c/p>\n\u003cp>\"I was not going go to a community of need and impose something on a community that is not my own,\" Boggia says while Knox nods in approval. \"This is the community that I know, that I live in and that's why I wanted to start it here. From the beginning our idea was to create a replicable model whether through franchise or just though creating a way to support a sister cooperative in a community that is more in need but it will be driven from the people of that community,\" he says. \u003c/p>\n\u003ch3>Jack London: A Food Desert and Vacant Buildings\u003c/h3>\n\u003cp>The district of Jack London is home to more than 2000 residents and workers but it is also a harbor of vacant buildings. Since the 1970s, numerous developers attempted to redesign Jack London Square only to leave behind empty spaces. In the 1970s, European-style pathways and storefronts popped up but the project never succeeded in exciting the masses. Barnes and Noble, which open in the 1980s, closed in 2010 and the building has been vacant ever since. That same year, Jack London Square Ventures LLC, a partnership between Ellis LLC and Divco West, envisioned a ferry-building-style market and built a \u003ca href=\"http://www.jacklondonmarket.com/\">six-story glass building\u003c/a> composed of office and retail space. 90 percent of the office space is now leased to restaurants like Haven or Bocanova but the 72,000 square feet of retail space is still market-less. \u003c/p>\n\u003cfigure id=\"attachment_65544\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant4.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant4.jpg\" alt=\"Vacant buildings are a common sight in Jack London. Photo: Lauren Benichou\" width=\"1000\" height=\"663\" class=\"size-full wp-image-65544\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Vacant buildings are a common sight in Jack London. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003ch3>What's Next?\u003c/h3>\n\u003cp>\"The next step is figuring out our fundraising logistics and as soon as we are incorporated, we can start finalizing the location,\" Boggia says. \u003c/p>\n\u003cp>\"We are looking at visibility, parking, square footage and proximity to residential areas,\" Knox adds. \u003c/p>\n\u003cfigure id=\"attachment_65542\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant1_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/vacant1_1.jpg\" alt=\"Boggia's favorite location is on Broadway and 4th street. It's been unoccupied for years. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65542\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Boggia's favorite location is on Broadway and 4th street. It's been unoccupied for years. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>But that's easier said than done. Boggia says that some of the major challenges the team faces have been plaguing the district for years: property owners' lack of strategy or unrealistic goals. He says that some of them, like Jack London Partners, are waiting for big box grocery stores like Whole Foods or Trader Joe's, to lease or buy their properties. \u003c/p>\n\u003cp>\"That's never going to happen,\" he says. \"There isn't the residential density for it and even then they keep telling us that they don't want something smaller.\"\u003c/p>\n\u003cfigure id=\"attachment_65543\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Vacant2_1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/07/Vacant2_1.jpg\" alt=\"This location on Alice and 3rd is Knox's preference. "It has character," she says. Photo: Lauren Benichou\" width=\"1000\" height=\"664\" class=\"size-full wp-image-65543\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">This location on Alice and 3rd is Knox's preference. \"It has character,\" she says. Photo: Lauren Benichou\u003c/figcaption>\u003c/figure>\n\u003cp>The team has recently launched a \u003ca href=\"https://www.surveymonkey.com/s/portsidemarket\">\u003cstrong>survey\u003c/strong>\u003c/a> asking what residents would like their grocery store to look like. Boggia is convinced that the Portside Community Market will thrive even with competitors like Whole Foods because the project is truly community-oriented. \u003c/p>\n\u003cp>\"We'll reflect the neighborhood's character, we are adaptable and we are worker-owned,\" he says smiling. \u003c/p>\n\u003ch3>More Information\u003c/h3>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\u003ca href=\"http://www.portsidemarket.com/\">Portside Community Market\u003c/a>\u003cbr>\n\u003cstrong>Facebook:\u003c/strong> \u003ca href=\"https://www.facebook.com/PortsideCommunityMarket\">Portside Community Market\u003c/a>\u003c/p>\n\n\u003c/div>\u003c/p>",
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"disqusTitle": "Coming Soon: A Supermarket in West Oakland",
"title": "Coming Soon: A Supermarket in West Oakland",
"headTitle": "Bay Area Bites | KQED Food",
"content": "\u003cfigure id=\"attachment_59309\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/store-front1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/store-front1000.jpg\" alt=\"The proposed People's Community Market is a 12,000 square foot corner supermarket about the size of a typical Trader Joe's. Rendering: Lowney Architecture\" width=\"1000\" height=\"545\" class=\"size-full wp-image-59309\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The proposed People's Community Market is a 12,000 square foot supermarket about the size of a typical Trader Joe's. Rendering: Lowney Architecture\u003c/figcaption>\u003c/figure>\n\u003cp>The wait in West Oakland may finally be over: An innovative approach to funding for an ambitious full-service, mid-sized grocery store looks likely to pay off. \u003ca href=\"http://peoplescommunitymarket.com/\">People's Community Market\u003c/a>, slated to anchor a vacant lot at the corner of busy West Grand Avenue and Market Street, will serve a community that is home to more than 50 liquor stores and over a dozen corner shops but lacks a supermarket. (The nearby worker owned-and-operated \u003ca href=\"http://www.mandelafoods.com/\">Mandela Foods Cooperative\u003c/a> offers some local residents access to \u003ca href=\"http://lettuceeatkale.com/2011/james-berk-of-mandela-foods-brings-produce-to-his-people/\">fresh produce\u003c/a> and natural grocery items but the small store can't meet the needs of the entire West Oakland area.)\u003c/p>\n\u003cp>For many residents, especially the car-less and seniors, who can schlep two hours to get to and from a supermarket by bus, the new grocery store can't come soon enough. If all continues to go well on the fundraising front the market is projected to open in the fall of 2014. It has high-profile supporters such as Oakland cookbook author-chef-advocate \u003ca href=\"http://www.bryant-terry.com/\">Bryant Terry\u003c/a>, who has emceed \u003ca href=\"http://peoplescommunitymarket.com/attend-an-event/\">\"Front Porch\" fundraisers\u003c/a> for the project, and \u003ca href=\"http://www.sfchronicle.com/entertainment/article/Sam-Mogannam-churns-success-at-Bi-Rites-4389210.php\">Sam Mogannam\u003c/a> of San Francisco's wildly successful \u003ca href=\"http://www.biritemarket.com/\">Bi-Rite Market\u003c/a>, and a leadership team that includes \u003ca href=\"http://www.ethicurean.com/2009/06/07/monterey-market/\">Bill Fujimoto\u003c/a>, the beloved former \u003ca href=\"http://www.montereymarket.com/\">Monterey Market\u003c/a> produce whisperer.\u003c/p>\n\u003cp>The project is raising money for the much-needed store in a novel approach. It's selling stock in the supermarket in what's known as a direct public offering, a \u003ca href=\"http://www.dfdpo.com/clientsum10.htm\">fundraising approach\u003c/a> successfully employed by other Bay Area businesses like packaged mac & cheese maker \u003ca href=\"http://www.annies.com/\">Annie's Homegrown\u003c/a>. \u003c/p>\n\u003cp>\u003ca href=\"http://foodandcommunityfellows.org/fellow/brahm-ahmadi\">Brahm Ahmadi\u003c/a>, founder and CEO of People's Community Market, checked in with Bay Area Bites about the status of the capital-raising campaign, how it ties into a food financing initiative designed to increase access to healthy, affordable food in underserved communities in California (\u003ca href=\"http://ww2.kqed.org/bayareabites/2011/07/20/peoples-community-market-closer-to-finding-funding-with-white-house-announcement/\">previously reported on BAB\u003c/a>), and the lessons he's learned in his crusade to get good grub into a neighborhood long overlooked by supermarket chains.\u003c/p>\n\u003cfigure id=\"attachment_59310\" class=\"wp-caption aligncenter\" style=\"max-width: 400px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Brahm_green600.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Brahm_green600.jpg\" alt=\"People's Community Market founder Brahm Ahmadi is confident the West Oakland store will get funded. Photo courtesy of Brahm Ahmadi\" width=\"400\" class=\"size-full wp-image-59310\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Community Market founder Brahm Ahmadi is confident the West Oakland store will get funded. Photo courtesy of Brahm Ahmadi\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>Why did People's Community Market decide to go the direct public offering route and how is it going?\u003c/strong>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>We launched it at the beginning of November 2012 and have raised $350K so far. We’re shooting to reach $500K by the end of May as that will ignite the next key stages of the project -- securing a loan and a lease. We hope to capitalize on the growing public interest in supporting local economies and thriving communities through investment in local small businesses and mission-driven enterprises.\u003c/p>\n\u003cp>We first tried to raise the equity funding from foundations and private investors. The foundations couldn’t sort out how to make an investment into a for-profit venture. The private investors weren’t interested in the low-margins and timeframes for when they’d get paid back. These investors also preferred fast growth and eventually selling to a larger company -- neither of which fits with our goals of focusing on West Oakland and retaining local ownership. \u003c/p>\n\u003cp>We saw that crowdfunding, as a means of public financial support for small projects, was taking off and that the Occupy protest movement was signaling a public desire for something other than Wall Street. We thought these trends presented new opportunities for raising money from the public. But we wanted People’s Community Market to be a real and sustainable investment and for our backers to become true shareholders. \u003c/p>\n\u003cp>So with the guidance and counsel of \u003ca href=\"http://www.cuttingedgecapital.com/\">Cutting Edge Capital\u003c/a> in Oakland, we launched a direct public stock offering (DPO) that enables California residents of diverse economic backgrounds to buy shares in our venture and earn a modest return while supporting West Oakland families to attain healthier and more socially connected lives.\u003c/p>\n\u003cp>\u003cstrong>Why not try \u003ca href=\"http://www.kickstarter.com/\">Kickstarter\u003c/a>, or similar \u003ca href=\"http://www.indiegogo.com/\">crowdsourcing\u003c/a> options \u003ca href=\"http://grist.org/sustainable-food/put-your-money-where-your-mouth-is-funding-food-on-kickstarter/\">popular with new food enterprises\u003c/a>, instead?\u003c/strong>\u003c/p>\n\u003cp>It’s hard to raise a large amount of money (most projects raise $10K-$100K) through crowdfunding and it’s a very crowded and noisy space and, therefore, pretty hard to stand out. \u003c/p>\n\u003cp>\u003cstrong>Can you explain how the DPO ties into the California Fresh Works Fund? \u003c/strong>\u003c/p>\n\u003cp>The \u003ca href=\"http://www.cafreshworks.com/\">California Fresh Works Fund\u003c/a> will proceed with a below-market-rate loan for two-thirds of our financing once we have secured the other one-third as equity. The DPO is how we’re raising the one-third equity we need to leverage the loan opportunity. What this means is that every dollar that someone invests into our project by purchasing shares will be matched by two dollars in debt financing from the California Fresh Works Fund.\u003c/p>\n\u003cfigure id=\"attachment_59313\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/produce-stand1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/produce-stand1000.jpg\" alt=\"People's Grocery sponsored a program called the Grub Box as a short-term solution to getting fresh food to folks in a neighborhood with no full-service supermarket. Photo: Scott Braley\" width=\"1000\" height=\"664\" class=\"size-full wp-image-59313\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Grocery sponsored a program called the Grub Box as a short-term solution to getting fresh food to folks in a neighborhood with no full-service supermarket. Photo: Scott Braley\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What kind of people have signed up as shareholders and what reasons have they given for investing?\u003c/strong>\u003c/p>\n\u003cp>The vast majority of people who have become founding shareholders are working class and middle class individuals and families. This is a very local- and small-investor based campaign. Unfortunately, most West Oakland residents can’t afford the $1,000 minimum investment. And we can’t afford to lower the minimum investment at this time. We’re planning a secondary offering that will launch in the summer that will enable West Oakland residents to contribute financially at a rate they can afford. \u003c/p>\n\u003cp>The most consistent theme I hear about \u003ca href=\"http://peoplescommunitymarket.com/2013/03/03/success-of-share-match-shows-the-power-of-small-investors/\">why people invest \u003c/a>is that people really care about the problem we’re trying to address – that 25,000 people in West Oakland don’t have access to a full-service grocer and that 48% of them are obese or at unhealthy weights. They’re drawn to the social impact we’re looking to make, as well as the economic impact in terms of job creation, tax revenue generation, etc. It seems like a lot of folks are just tired of the options of either donating to charities or investing in Wall Street. They want to be more locally engaged with their money and to do it in a more financially sustainable way that allows them to have a positive and meaningful impact. \u003c/p>\n\u003cp>\u003cstrong>What's in it for the investor? What level of risk are people taking on?\u003c/strong>\u003c/p>\n\u003cp>Investors will receive a 3% compounded annual interest rate, which is better than a 10-year treasury bill currently offering 2% or less in annual interest. Investors will also receive a 1% annual store credit. Shareholders can choose to redeem their investment beginning at the end of the seventh full year of business.\u003c/p>\n\u003cp>Like all investments that don’t offer guarantees (including all stock investments on Wall Street), there is risk in this investment. If the business fails the investors will lose their money. That’s why this is an equity investment. The risks are covered extensively in our \u003ca href=\"http://peoplescommunitymarket.com/buy-shares/\">offering memorandum\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>This project has taken more than a decade to get up and running, why so long?\u003c/strong>\u003c/p>\n\u003cp>One reason some people think it has taken so long is that our nonprofit sister organization, \u003ca href=\"http://www.peoplesgrocery.org/\">People’s Grocery\u003c/a>, has been talking about opening a grocery store since we founded the organization back in 2002. The reality is that we didn’t really start working on creating a grocery store until I left People’s Grocery in 2010 and founded People’s Community Market that fall. So it has really only been 2.5 years. Most mid-sized grocery stores and supermarkets take three to four years from planning to launch. So we’re pretty much on target. \u003c/p>\n\u003cp>Between 2002-2010 we built a strong base and social capital in West Oakland, rallying the community together toward a vision for a community food system and getting first hand-experience and knowledge by operating and testing smaller food projects and enterprises. We took this long-term approach because we knew that a strong foundation of relationships and support had to be established in order for a larger business venture to succeed. Social capital and community engagement are key assets in the success of independent grocers.\u003c/p>\n\u003cfigure id=\"attachment_59316\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Braley-Photos1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Braley-Photos1000.jpg\" alt=\"People's Community Market plans to provide education -- like cooking classes -- at its store. Photo: Scott Braley\" width=\"1000\" height=\"669\" class=\"size-full wp-image-59316\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Community Market plans to provide education -- like cooking classes -- at its store. Photo: Scott Braley\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>How close does it feel to actually happening and how will you measure success? \u003c/strong>\u003c/p>\n\u003cp>I think we’re in the final stretch toward the store becoming a reality. Just opening a store founded on the model and principles we’re backing into it will be a success. Obviously, we’ll be measuring financial performance in terms of both traditional business metrics and local economic impacts like job creation, employee retention/training, contributing to the local economy, etc. We’ll also measure health impacts, dietary change and residents becoming more socially connected and increasing their community networks. \u003c/p>\n\u003cp>\u003cstrong>Are there any lessons learned or advice you'd like to share with others launching a food business?\u003c/strong>\u003c/p>\n\u003cp>The only thing I might have done differently is not talk about the idea of opening a grocery store so early on because, in a culture of short-term thinking, most people can’t understand a long-term vision and plan. My advice to anyone who wants to open a community-based business is to make an honest assessment of the skills, resources and relationships they have in relation to what they need to succeed and then create a way of filling the gap. Give yourself time to hone your skills and networks and build your foundation. Don’t worry about the pressures of society to move at a faster rate than what enables you to optimize your project. \u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>[youtube http://www.youtube.com/watch?v=gDECy0mVMiM]\u003c/p>\n\n",
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"excerpt": "People's Community Market, projected to open in West Oakland in the fall of 2014, is inching closer to full funding. Brahm Ahmadi explains to Sarah Henry why the supermarket has been a long time coming and what local residents can expect.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_59309\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/store-front1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/store-front1000.jpg\" alt=\"The proposed People's Community Market is a 12,000 square foot corner supermarket about the size of a typical Trader Joe's. Rendering: Lowney Architecture\" width=\"1000\" height=\"545\" class=\"size-full wp-image-59309\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The proposed People's Community Market is a 12,000 square foot supermarket about the size of a typical Trader Joe's. Rendering: Lowney Architecture\u003c/figcaption>\u003c/figure>\n\u003cp>The wait in West Oakland may finally be over: An innovative approach to funding for an ambitious full-service, mid-sized grocery store looks likely to pay off. \u003ca href=\"http://peoplescommunitymarket.com/\">People's Community Market\u003c/a>, slated to anchor a vacant lot at the corner of busy West Grand Avenue and Market Street, will serve a community that is home to more than 50 liquor stores and over a dozen corner shops but lacks a supermarket. (The nearby worker owned-and-operated \u003ca href=\"http://www.mandelafoods.com/\">Mandela Foods Cooperative\u003c/a> offers some local residents access to \u003ca href=\"http://lettuceeatkale.com/2011/james-berk-of-mandela-foods-brings-produce-to-his-people/\">fresh produce\u003c/a> and natural grocery items but the small store can't meet the needs of the entire West Oakland area.)\u003c/p>\n\u003cp>For many residents, especially the car-less and seniors, who can schlep two hours to get to and from a supermarket by bus, the new grocery store can't come soon enough. If all continues to go well on the fundraising front the market is projected to open in the fall of 2014. It has high-profile supporters such as Oakland cookbook author-chef-advocate \u003ca href=\"http://www.bryant-terry.com/\">Bryant Terry\u003c/a>, who has emceed \u003ca href=\"http://peoplescommunitymarket.com/attend-an-event/\">\"Front Porch\" fundraisers\u003c/a> for the project, and \u003ca href=\"http://www.sfchronicle.com/entertainment/article/Sam-Mogannam-churns-success-at-Bi-Rites-4389210.php\">Sam Mogannam\u003c/a> of San Francisco's wildly successful \u003ca href=\"http://www.biritemarket.com/\">Bi-Rite Market\u003c/a>, and a leadership team that includes \u003ca href=\"http://www.ethicurean.com/2009/06/07/monterey-market/\">Bill Fujimoto\u003c/a>, the beloved former \u003ca href=\"http://www.montereymarket.com/\">Monterey Market\u003c/a> produce whisperer.\u003c/p>\n\u003cp>The project is raising money for the much-needed store in a novel approach. It's selling stock in the supermarket in what's known as a direct public offering, a \u003ca href=\"http://www.dfdpo.com/clientsum10.htm\">fundraising approach\u003c/a> successfully employed by other Bay Area businesses like packaged mac & cheese maker \u003ca href=\"http://www.annies.com/\">Annie's Homegrown\u003c/a>. \u003c/p>\n\u003cp>\u003ca href=\"http://foodandcommunityfellows.org/fellow/brahm-ahmadi\">Brahm Ahmadi\u003c/a>, founder and CEO of People's Community Market, checked in with Bay Area Bites about the status of the capital-raising campaign, how it ties into a food financing initiative designed to increase access to healthy, affordable food in underserved communities in California (\u003ca href=\"http://ww2.kqed.org/bayareabites/2011/07/20/peoples-community-market-closer-to-finding-funding-with-white-house-announcement/\">previously reported on BAB\u003c/a>), and the lessons he's learned in his crusade to get good grub into a neighborhood long overlooked by supermarket chains.\u003c/p>\n\u003cfigure id=\"attachment_59310\" class=\"wp-caption aligncenter\" style=\"max-width: 400px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Brahm_green600.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Brahm_green600.jpg\" alt=\"People's Community Market founder Brahm Ahmadi is confident the West Oakland store will get funded. Photo courtesy of Brahm Ahmadi\" width=\"400\" class=\"size-full wp-image-59310\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Community Market founder Brahm Ahmadi is confident the West Oakland store will get funded. Photo courtesy of Brahm Ahmadi\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>Why did People's Community Market decide to go the direct public offering route and how is it going?\u003c/strong>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>We launched it at the beginning of November 2012 and have raised $350K so far. We’re shooting to reach $500K by the end of May as that will ignite the next key stages of the project -- securing a loan and a lease. We hope to capitalize on the growing public interest in supporting local economies and thriving communities through investment in local small businesses and mission-driven enterprises.\u003c/p>\n\u003cp>We first tried to raise the equity funding from foundations and private investors. The foundations couldn’t sort out how to make an investment into a for-profit venture. The private investors weren’t interested in the low-margins and timeframes for when they’d get paid back. These investors also preferred fast growth and eventually selling to a larger company -- neither of which fits with our goals of focusing on West Oakland and retaining local ownership. \u003c/p>\n\u003cp>We saw that crowdfunding, as a means of public financial support for small projects, was taking off and that the Occupy protest movement was signaling a public desire for something other than Wall Street. We thought these trends presented new opportunities for raising money from the public. But we wanted People’s Community Market to be a real and sustainable investment and for our backers to become true shareholders. \u003c/p>\n\u003cp>So with the guidance and counsel of \u003ca href=\"http://www.cuttingedgecapital.com/\">Cutting Edge Capital\u003c/a> in Oakland, we launched a direct public stock offering (DPO) that enables California residents of diverse economic backgrounds to buy shares in our venture and earn a modest return while supporting West Oakland families to attain healthier and more socially connected lives.\u003c/p>\n\u003cp>\u003cstrong>Why not try \u003ca href=\"http://www.kickstarter.com/\">Kickstarter\u003c/a>, or similar \u003ca href=\"http://www.indiegogo.com/\">crowdsourcing\u003c/a> options \u003ca href=\"http://grist.org/sustainable-food/put-your-money-where-your-mouth-is-funding-food-on-kickstarter/\">popular with new food enterprises\u003c/a>, instead?\u003c/strong>\u003c/p>\n\u003cp>It’s hard to raise a large amount of money (most projects raise $10K-$100K) through crowdfunding and it’s a very crowded and noisy space and, therefore, pretty hard to stand out. \u003c/p>\n\u003cp>\u003cstrong>Can you explain how the DPO ties into the California Fresh Works Fund? \u003c/strong>\u003c/p>\n\u003cp>The \u003ca href=\"http://www.cafreshworks.com/\">California Fresh Works Fund\u003c/a> will proceed with a below-market-rate loan for two-thirds of our financing once we have secured the other one-third as equity. The DPO is how we’re raising the one-third equity we need to leverage the loan opportunity. What this means is that every dollar that someone invests into our project by purchasing shares will be matched by two dollars in debt financing from the California Fresh Works Fund.\u003c/p>\n\u003cfigure id=\"attachment_59313\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/produce-stand1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/produce-stand1000.jpg\" alt=\"People's Grocery sponsored a program called the Grub Box as a short-term solution to getting fresh food to folks in a neighborhood with no full-service supermarket. Photo: Scott Braley\" width=\"1000\" height=\"664\" class=\"size-full wp-image-59313\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Grocery sponsored a program called the Grub Box as a short-term solution to getting fresh food to folks in a neighborhood with no full-service supermarket. Photo: Scott Braley\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What kind of people have signed up as shareholders and what reasons have they given for investing?\u003c/strong>\u003c/p>\n\u003cp>The vast majority of people who have become founding shareholders are working class and middle class individuals and families. This is a very local- and small-investor based campaign. Unfortunately, most West Oakland residents can’t afford the $1,000 minimum investment. And we can’t afford to lower the minimum investment at this time. We’re planning a secondary offering that will launch in the summer that will enable West Oakland residents to contribute financially at a rate they can afford. \u003c/p>\n\u003cp>The most consistent theme I hear about \u003ca href=\"http://peoplescommunitymarket.com/2013/03/03/success-of-share-match-shows-the-power-of-small-investors/\">why people invest \u003c/a>is that people really care about the problem we’re trying to address – that 25,000 people in West Oakland don’t have access to a full-service grocer and that 48% of them are obese or at unhealthy weights. They’re drawn to the social impact we’re looking to make, as well as the economic impact in terms of job creation, tax revenue generation, etc. It seems like a lot of folks are just tired of the options of either donating to charities or investing in Wall Street. They want to be more locally engaged with their money and to do it in a more financially sustainable way that allows them to have a positive and meaningful impact. \u003c/p>\n\u003cp>\u003cstrong>What's in it for the investor? What level of risk are people taking on?\u003c/strong>\u003c/p>\n\u003cp>Investors will receive a 3% compounded annual interest rate, which is better than a 10-year treasury bill currently offering 2% or less in annual interest. Investors will also receive a 1% annual store credit. Shareholders can choose to redeem their investment beginning at the end of the seventh full year of business.\u003c/p>\n\u003cp>Like all investments that don’t offer guarantees (including all stock investments on Wall Street), there is risk in this investment. If the business fails the investors will lose their money. That’s why this is an equity investment. The risks are covered extensively in our \u003ca href=\"http://peoplescommunitymarket.com/buy-shares/\">offering memorandum\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>This project has taken more than a decade to get up and running, why so long?\u003c/strong>\u003c/p>\n\u003cp>One reason some people think it has taken so long is that our nonprofit sister organization, \u003ca href=\"http://www.peoplesgrocery.org/\">People’s Grocery\u003c/a>, has been talking about opening a grocery store since we founded the organization back in 2002. The reality is that we didn’t really start working on creating a grocery store until I left People’s Grocery in 2010 and founded People’s Community Market that fall. So it has really only been 2.5 years. Most mid-sized grocery stores and supermarkets take three to four years from planning to launch. So we’re pretty much on target. \u003c/p>\n\u003cp>Between 2002-2010 we built a strong base and social capital in West Oakland, rallying the community together toward a vision for a community food system and getting first hand-experience and knowledge by operating and testing smaller food projects and enterprises. We took this long-term approach because we knew that a strong foundation of relationships and support had to be established in order for a larger business venture to succeed. Social capital and community engagement are key assets in the success of independent grocers.\u003c/p>\n\u003cfigure id=\"attachment_59316\" class=\"wp-caption aligncenter\" style=\"max-width: 1000px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Braley-Photos1000.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/04/Braley-Photos1000.jpg\" alt=\"People's Community Market plans to provide education -- like cooking classes -- at its store. Photo: Scott Braley\" width=\"1000\" height=\"669\" class=\"size-full wp-image-59316\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">People's Community Market plans to provide education -- like cooking classes -- at its store. Photo: Scott Braley\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>How close does it feel to actually happening and how will you measure success? \u003c/strong>\u003c/p>\n\u003cp>I think we’re in the final stretch toward the store becoming a reality. Just opening a store founded on the model and principles we’re backing into it will be a success. Obviously, we’ll be measuring financial performance in terms of both traditional business metrics and local economic impacts like job creation, employee retention/training, contributing to the local economy, etc. We’ll also measure health impacts, dietary change and residents becoming more socially connected and increasing their community networks. \u003c/p>\n\u003cp>\u003cstrong>Are there any lessons learned or advice you'd like to share with others launching a food business?\u003c/strong>\u003c/p>\n\u003cp>The only thing I might have done differently is not talk about the idea of opening a grocery store so early on because, in a culture of short-term thinking, most people can’t understand a long-term vision and plan. My advice to anyone who wants to open a community-based business is to make an honest assessment of the skills, resources and relationships they have in relation to what they need to succeed and then create a way of filling the gap. Give yourself time to hone your skills and networks and build your foundation. Don’t worry about the pressures of society to move at a faster rate than what enables you to optimize your project. \u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cp>\u003ca href=\"https://www.facebook.com/PeoplesGrocery.org#!/PeoplesGrocery.org\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2011/07/peoplesgrocerystaff500.jpg\" alt=\"The Peoples Grocery Staff. Photo: Asual Aswad\" title=\"The Peoples Grocery Staff. Photo: Asual Aswad\" width=\"500\" height=\"375\" class=\"alignnone size-full wp-image-30541\">\u003c/a>\u003cbr>\n\u003cem>The People's Grocery Staff. Photo: Asual Aswad\u003c/em>\u003c/p>\n\u003cp>A full-service grocery store may finally come to the people of West Oakland. It looks like the \u003ca href=\"http://www.peoplescommunitymarket.com/\">People's Community Market\u003c/a>, a long-anticipated mid-size retailer in West Oakland, may be a step closer to raising the capital it needs to break ground with the \u003ca href=\"http://www.whitehouse.gov/the-press-office/2011/07/20/remarks-first-lady-event-access-healthy-affordable-food\">announcement today by First Lady Michelle Obama\u003c/a> about a new food financing initiative designed to increase access to healthy, affordable food in underserved communities in this state.\u003c/p>\n\u003cp>That's the local take away from a White House press conference Wednesday, where FLOTUS announced that \u003ca href=\"http://tcenews.calendow.org/pr/tce/introducing-the-california-freshworks-210802.aspx\">The California FreshWorks Fund\u003c/a>, a $200 million public-private partnership loan fund and a project of \u003ca href=\"http://www.calendow.org/\">The California Endowment\u003c/a>, will help bring healthy grocers to food deserts or areas that lack a grocery store. The endowment, a private statewide health foundation established to expand access to affordable, quality health care for communities in need, has been joined by prominent investors on the project, including NCB FSB, Kaiser Permanente, and JP Morgan Chase.\u003c/p>\n\u003cp>The goal of the fund is to provide loans at or below market rates to encourage new stores in Californian food deserts and it is expected to create or retain some 6000 jobs in the state. \u003ca href=\"http://obamafoodorama.blogspot.com/2011/07/first-lady-to-announce-project-to.html\">The First Lady\u003c/a> also announced commitments from large chain retailers, including Walgreens and Walmart, to open or expand 1,500 stores in food deserts around the country. According to U.S. Department of Agriculture estimates, 23.5 million Americans-- including 6.5 million children--live in low-income neigborhoods that lack stores likely to sell affordable and nutritious foods. \u003c/p>\n\u003cp>\"The FreshWorks funding is so applicable to what we do and it's a real acknowledgement of the work we've done for nine years in the community to be invited to this event,\" said \u003ca href=\"http://www.peoplesgrocery.org/\">People's Grocery\u003c/a> executive director \u003ca href=\"http://civileats.com/2010/04/05/profiling-women-changing-the-way-we-eat-%E2%80%93-nikki-henderson/\">Nikki Henderson\u003c/a>, who was summoned to the White House for the announcement. Since 2002, People's Grocery has provided food education, training, and access to residents of West Oakland, including cooking classes, nutrition programs, urban agriculture instruction, a mobile grocery truck and a CSA delivery dubbed the \"Grub Box.\"\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The loans will be available to food retailers of all sizes and types. That includes independent stores such as People's Community Market, which is in talks with investors to raise $3 million, said \u003ca href=\"http://www.foodandsocietyfellows.org/about/fellow/brahm-ahmadi\">Brahm Ahmadi\u003c/a>, People's Grocery founder and the CEO of the People's Community Market, which was spun off from the group's educational arm last year. Current plans call for a 12,000-square-foot full-service, environmentally-friendly retail space serving low-income residents in an abandoned 1950s-era shopping center at the corner of West Grand and Market Street. West Oakland, which has some 30,000 residents has no full-service grocery. By comparison, the affluent Oakland enclave of Rockridge has one such store for every 4,333 people.\u003c/p>\n\u003cp>\u003ca href=\"http://www.ers.usda.gov/data/fooddesert/fooddesert.html\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2011/07/food-desert-locator.jpg\" alt=\"Food Desert Locator - Alameda county\" title=\"Food Desert Locator - Alameda county\" width=\"500\" height=\"397\" class=\"alignnone size-full wp-image-30538\">\u003c/a>\u003c/p>\n\u003cp>Henderson and Ahmadi are confident of securing significant assistance from the new initiative.\u003c/p>\n\u003cblockquote>\u003cp> \"FreshWorks is a good fit for our nonprofit, community-based model,\" added Henderson. \"It's not enough to just locate a grocery store in an under-served community -- you have to engage people in a deep way about how to have a healthy community and that's what we do. This kind of funding can go a long way to solving both food access and food insecurity issues, which are not the same thing.\"\u003c/p>\u003c/blockquote>\n\u003cp>The organizations are well known to The California Endowment.\u003c/p>\n\u003cblockquote>\u003cp> \"We're very familiar with their operations and programs and the great work they do in their community,\" said Tina Castro, director of mission related investment for the endowment. \"While they still need to go through the application process like everyone else this is just the kind of creative, innovative business approach we want to support.\" \u003c/p>\u003c/blockquote>\n\u003cp>Castro added that the Bay Area is a hot bed of ideas and activities to address food access issues and that other local organizations are also applying to FreshWorks.\u003c/p>\n\u003cp>Eliminating food deserts from the U.S. landscape in seven years is a major goal of the First Lady's \u003ca href=\"http://www.letsmove.gov/\">Let's Move!\u003c/a> campaign, which began after the \u003ca href=\"http://www.letsmove.gov/white-house-task-force-childhood-obesity-report-president\">White House Task Force on Childhood Obesity\u003c/a> identified improving access to healthy, affordable foods as one of the keys to ending childhood obesity within a generation. \u003c/p>\n\u003cp>\u003ciframe width=\"500\" height=\"314\" src=\"http://www.youtube.com/embed/8My-iWjTBQ8\" frameborder=\"0\">\u003c/iframe>\u003c/p>\n\u003cp>Mrs. Obama's announcement closely follows widespread \u003ca href=\"http://articles.latimes.com/2011/jul/17/health/la-he-food-deserts-20110712\">coverage of a large study on food deserts\u003c/a> and food access published last week in the \u003cem>\u003ca href=\"http://archinte.ama-assn.org/cgi/content/abstract/171/13/1162\">Archives of Internal Medicine\u003c/a>\u003c/em>. In the study of three cities, including Oakland, researchers collected data on the grocery shopping habits of more than 5,000 people for 15 years and concluded that greater supermarket availability wasn't generally related to the quality of dietary intake or the consumption of fruits and vegetables. \u003c/p>\n\u003cp>But as Henderson, food access and food security advocates, and even the senior author of the study have explained, plopping a supermarket or two in a neighborhood that has long gone without isn't going to change residents' eating habits overnight. Education, encouragement, outreach, and training are all vital to help people raised on a fast food or junk food diet make the switch to more healthful eating, she said.\u003c/p>\n\u003cp>Of course, it's tough to compete with fast-food joints, corner stores, and gas stations that peddle cheap fried food, sodas, and highly-processed sweets and snacks. But Ahmadi points out there's a misperception around demand for healthy food in historically overlooked urban areas. \u003c/p>\n\u003cblockquote>\u003cp>\"People who aren't familiar with West Oakland or its residents assume that people here aren't interested in eating good quality food,\" he said. \"They think these residents just want to eat junk. But what we see and hear is that people do want healthy, affordable food choices like people have in middle-class or suburban communities. Just because there's a lack of fresh food doesn't mean there isn't demand.\"\u003c/p>\u003c/blockquote>\n\u003cp>While small, health-oriented stores are beginning to find homes in West Oakland, including \u003ca href=\"http://www.mandelafoods.com/\">Mandela Foods Cooperative\u003c/a>, an \u003ca href=\"http://lettuceeatkale.com/2011/james-berk-of-mandela-foods-brings-produce-to-his-people/\">owner-worker grocery\u003c/a>, and the recently opened \u003ca href=\"http://www.yelp.com/biz/produce-pro-oakland\">Produce Pro\u003c/a>, there remains a thirst for more than one mid-size retailer to set up shop in the area before it can shake off its food desert designation. \u003c/p>\n\u003cp>Today's announcement may mean that West Oakland will feel a little less parched in the near future.\u003c/p>\n\u003chr>\n\u003cstrong>Related Story from KQED News:\u003c/strong>\n\u003cp>\u003ca href=\"http://www.kqed.org/a/kqednews/RN201107210805/c\">New Fund to Help Merchants Sell Healthy Food\u003c/a> -- Brahm Ahmadi interviewed\u003c/p>\n\u003cp>\u003cobject width=\"335\" height=\"85\">\u003cparam name=\"movie\" value=\"http://www.kqed.org/assets/flash/kqedplayer.swf\">\u003cparam name=\"flashvars\" value=\"file=http://www.kqed.org/radio/archives/RN201107210805c.xml\">\u003cembed src=\"http://www.kqed.org/assets/flash/kqedplayer.swf\" type=\"application/x-shockwave-flash\" width=\"335\" height=\"85\" flashvars=\"file=http://www.kqed.org/radio/archives/RN201107210805c.xml\">\u003c/embed>\u003c/object>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp> [audio src=\"http://www.kqed.org/.stream/anon/radio/RDnews/2011/07/21/2011-07-21-08-05c-RDnews.mp3\"] \u003cbr clear=\"all\">\u003c/p>\n\n",
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"excerpt": "A full-service grocery store may finally come to the people of West Oakland. Learn more about an announcement today by First Lady Michelle Obama on a new food financing initiative designed to increase access to healthy, affordable food in underserved communities in California.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003ca href=\"https://www.facebook.com/PeoplesGrocery.org#!/PeoplesGrocery.org\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2011/07/peoplesgrocerystaff500.jpg\" alt=\"The Peoples Grocery Staff. Photo: Asual Aswad\" title=\"The Peoples Grocery Staff. Photo: Asual Aswad\" width=\"500\" height=\"375\" class=\"alignnone size-full wp-image-30541\">\u003c/a>\u003cbr>\n\u003cem>The People's Grocery Staff. Photo: Asual Aswad\u003c/em>\u003c/p>\n\u003cp>A full-service grocery store may finally come to the people of West Oakland. It looks like the \u003ca href=\"http://www.peoplescommunitymarket.com/\">People's Community Market\u003c/a>, a long-anticipated mid-size retailer in West Oakland, may be a step closer to raising the capital it needs to break ground with the \u003ca href=\"http://www.whitehouse.gov/the-press-office/2011/07/20/remarks-first-lady-event-access-healthy-affordable-food\">announcement today by First Lady Michelle Obama\u003c/a> about a new food financing initiative designed to increase access to healthy, affordable food in underserved communities in this state.\u003c/p>\n\u003cp>That's the local take away from a White House press conference Wednesday, where FLOTUS announced that \u003ca href=\"http://tcenews.calendow.org/pr/tce/introducing-the-california-freshworks-210802.aspx\">The California FreshWorks Fund\u003c/a>, a $200 million public-private partnership loan fund and a project of \u003ca href=\"http://www.calendow.org/\">The California Endowment\u003c/a>, will help bring healthy grocers to food deserts or areas that lack a grocery store. The endowment, a private statewide health foundation established to expand access to affordable, quality health care for communities in need, has been joined by prominent investors on the project, including NCB FSB, Kaiser Permanente, and JP Morgan Chase.\u003c/p>\n\u003cp>The goal of the fund is to provide loans at or below market rates to encourage new stores in Californian food deserts and it is expected to create or retain some 6000 jobs in the state. \u003ca href=\"http://obamafoodorama.blogspot.com/2011/07/first-lady-to-announce-project-to.html\">The First Lady\u003c/a> also announced commitments from large chain retailers, including Walgreens and Walmart, to open or expand 1,500 stores in food deserts around the country. According to U.S. Department of Agriculture estimates, 23.5 million Americans-- including 6.5 million children--live in low-income neigborhoods that lack stores likely to sell affordable and nutritious foods. \u003c/p>\n\u003cp>\"The FreshWorks funding is so applicable to what we do and it's a real acknowledgement of the work we've done for nine years in the community to be invited to this event,\" said \u003ca href=\"http://www.peoplesgrocery.org/\">People's Grocery\u003c/a> executive director \u003ca href=\"http://civileats.com/2010/04/05/profiling-women-changing-the-way-we-eat-%E2%80%93-nikki-henderson/\">Nikki Henderson\u003c/a>, who was summoned to the White House for the announcement. Since 2002, People's Grocery has provided food education, training, and access to residents of West Oakland, including cooking classes, nutrition programs, urban agriculture instruction, a mobile grocery truck and a CSA delivery dubbed the \"Grub Box.\"\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The loans will be available to food retailers of all sizes and types. That includes independent stores such as People's Community Market, which is in talks with investors to raise $3 million, said \u003ca href=\"http://www.foodandsocietyfellows.org/about/fellow/brahm-ahmadi\">Brahm Ahmadi\u003c/a>, People's Grocery founder and the CEO of the People's Community Market, which was spun off from the group's educational arm last year. Current plans call for a 12,000-square-foot full-service, environmentally-friendly retail space serving low-income residents in an abandoned 1950s-era shopping center at the corner of West Grand and Market Street. West Oakland, which has some 30,000 residents has no full-service grocery. By comparison, the affluent Oakland enclave of Rockridge has one such store for every 4,333 people.\u003c/p>\n\u003cp>\u003ca href=\"http://www.ers.usda.gov/data/fooddesert/fooddesert.html\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2011/07/food-desert-locator.jpg\" alt=\"Food Desert Locator - Alameda county\" title=\"Food Desert Locator - Alameda county\" width=\"500\" height=\"397\" class=\"alignnone size-full wp-image-30538\">\u003c/a>\u003c/p>\n\u003cp>Henderson and Ahmadi are confident of securing significant assistance from the new initiative.\u003c/p>\n\u003cblockquote>\u003cp> \"FreshWorks is a good fit for our nonprofit, community-based model,\" added Henderson. \"It's not enough to just locate a grocery store in an under-served community -- you have to engage people in a deep way about how to have a healthy community and that's what we do. This kind of funding can go a long way to solving both food access and food insecurity issues, which are not the same thing.\"\u003c/p>\u003c/blockquote>\n\u003cp>The organizations are well known to The California Endowment.\u003c/p>\n\u003cblockquote>\u003cp> \"We're very familiar with their operations and programs and the great work they do in their community,\" said Tina Castro, director of mission related investment for the endowment. \"While they still need to go through the application process like everyone else this is just the kind of creative, innovative business approach we want to support.\" \u003c/p>\u003c/blockquote>\n\u003cp>Castro added that the Bay Area is a hot bed of ideas and activities to address food access issues and that other local organizations are also applying to FreshWorks.\u003c/p>\n\u003cp>Eliminating food deserts from the U.S. landscape in seven years is a major goal of the First Lady's \u003ca href=\"http://www.letsmove.gov/\">Let's Move!\u003c/a> campaign, which began after the \u003ca href=\"http://www.letsmove.gov/white-house-task-force-childhood-obesity-report-president\">White House Task Force on Childhood Obesity\u003c/a> identified improving access to healthy, affordable foods as one of the keys to ending childhood obesity within a generation. \u003c/p>\n\u003cp>\u003ciframe width=\"500\" height=\"314\" src=\"http://www.youtube.com/embed/8My-iWjTBQ8\" frameborder=\"0\">\u003c/iframe>\u003c/p>\n\u003cp>Mrs. Obama's announcement closely follows widespread \u003ca href=\"http://articles.latimes.com/2011/jul/17/health/la-he-food-deserts-20110712\">coverage of a large study on food deserts\u003c/a> and food access published last week in the \u003cem>\u003ca href=\"http://archinte.ama-assn.org/cgi/content/abstract/171/13/1162\">Archives of Internal Medicine\u003c/a>\u003c/em>. In the study of three cities, including Oakland, researchers collected data on the grocery shopping habits of more than 5,000 people for 15 years and concluded that greater supermarket availability wasn't generally related to the quality of dietary intake or the consumption of fruits and vegetables. \u003c/p>\n\u003cp>But as Henderson, food access and food security advocates, and even the senior author of the study have explained, plopping a supermarket or two in a neighborhood that has long gone without isn't going to change residents' eating habits overnight. Education, encouragement, outreach, and training are all vital to help people raised on a fast food or junk food diet make the switch to more healthful eating, she said.\u003c/p>\n\u003cp>Of course, it's tough to compete with fast-food joints, corner stores, and gas stations that peddle cheap fried food, sodas, and highly-processed sweets and snacks. But Ahmadi points out there's a misperception around demand for healthy food in historically overlooked urban areas. \u003c/p>\n\u003cblockquote>\u003cp>\"People who aren't familiar with West Oakland or its residents assume that people here aren't interested in eating good quality food,\" he said. \"They think these residents just want to eat junk. But what we see and hear is that people do want healthy, affordable food choices like people have in middle-class or suburban communities. Just because there's a lack of fresh food doesn't mean there isn't demand.\"\u003c/p>\u003c/blockquote>\n\u003cp>While small, health-oriented stores are beginning to find homes in West Oakland, including \u003ca href=\"http://www.mandelafoods.com/\">Mandela Foods Cooperative\u003c/a>, an \u003ca href=\"http://lettuceeatkale.com/2011/james-berk-of-mandela-foods-brings-produce-to-his-people/\">owner-worker grocery\u003c/a>, and the recently opened \u003ca href=\"http://www.yelp.com/biz/produce-pro-oakland\">Produce Pro\u003c/a>, there remains a thirst for more than one mid-size retailer to set up shop in the area before it can shake off its food desert designation. \u003c/p>\n\u003cp>Today's announcement may mean that West Oakland will feel a little less parched in the near future.\u003c/p>\n\u003chr>\n\u003cstrong>Related Story from KQED News:\u003c/strong>\n\u003cp>\u003ca href=\"http://www.kqed.org/a/kqednews/RN201107210805/c\">New Fund to Help Merchants Sell Healthy Food\u003c/a> -- Brahm Ahmadi interviewed\u003c/p>\n\u003cp>\u003cobject width=\"335\" height=\"85\">\u003cparam name=\"movie\" value=\"http://www.kqed.org/assets/flash/kqedplayer.swf\">\u003cparam name=\"flashvars\" value=\"file=http://www.kqed.org/radio/archives/RN201107210805c.xml\">\u003cembed src=\"http://www.kqed.org/assets/flash/kqedplayer.swf\" type=\"application/x-shockwave-flash\" width=\"335\" height=\"85\" flashvars=\"file=http://www.kqed.org/radio/archives/RN201107210805c.xml\">\u003c/embed>\u003c/object>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"info": "The Political Mind of Jerry Brown brings listeners the wisdom of the former Governor, Mayor, and presidential candidate. Scott Shafer interviewed Brown for more than 40 hours, covering the former governor's life and half-century in the political game – and Brown has some lessons he'd like to share. ",
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"soldout": {
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"title": "SOLD OUT: Rethinking Housing in America",
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