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Council extends Everyone's Harvest contract to run year-round Seaside certified farmers market; vendors, produce-box programs discussed
Summary
Council approved a two-year extension with Everyone's Harvest to operate the Seaside Certified Farmers Market at up to $34,800 per year. Public commenters and staff discussed vendor recruitment, market-match programs (CalFresh/FreshRx), and the role of free produce boxes in driving attendance.
The Seaside City Council unanimously adopted a resolution to extend the professional-services agreement with Everyone’s Harvest to operate the Seaside Certified Farmers Market year-round for up to $34,800 per year for a term of two years.
Executive Director Hester Parker described market programming, including CalFresh Market Match and FreshRx partnerships, the produce-box program and efforts to recruit and stabilize vendors. Parker said the market contract is reviewed every six months and that Everyone’s Harvest was negotiating a renewal through the end of the year with plans to continue vendor outreach and special events (music, monthly features and trial beverage gardens) to grow attendance.
Public commenter Karla Lobel asked the council to ensure the market supports local produce vendors and not rely on giveaways to attract patrons; she requested data on vendor attendance and transparency about how free produce-box programs affect regular vendor turnout. City Manager Dan Mews and Parker said Everyone’s Harvest prioritizes Seaside vendors and that produce-box programs and grant-funded market-match incentives have in past months helped boost attendance. Parker said separate grants fund the market match and FreshRx programs and that Everyone’s Harvest is increasing outreach and entertainment to attract shoppers.
Councilmembers praised the market’s progress since the city took the contract two years ago and urged stronger social-media promotion and community engagement. Councilmember Miller asked for ongoing data on vendor counts by market date and whether the market could sustain a beer-and-wine pilot during larger events; Parker said the organization is exploring periodic entertainment and limited beverage pilots under city rules.
The council motion to approve the extension (consent-agenda item 8.k) passed unanimously. Staff will work with Everyone’s Harvest on outreach materials, vendor recruitment metrics and a proposed event calendar for the season.
