News Briefs
October 19, 2017
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News Briefs

September 8, 2017

California Market Match Consortium extended through 2019

Petaluma Bounty and Farmers’ Market LIFE has announced that funding for the California Market Match Consortium has been extended through the end of 2019. Administered by the Berkeley Ecology Center, the California Market Match Consortium is part of a $3.9 million Food Insecurity Nutrition Incentive (FINI) grant- the largest of its kind in the nation- being awarded to the California Department of Agriculture (CDFA). In addition, the state is contributing over $3 million in funding to the project through the California Nutrition Incentive Program, established by California Assembly Bill 1321 (Ting). Local funders include Kaiser Permanente, St. Joseph Health, Petaluma Health Care District, Petaluma Poultry, The Martinelli Family, The Martin Family, and anonymous donors.

In collaboration with the Ecology Center, this funding will allow Farmers’ Market LIFE to distribute $166,040 of incentives to participating farmers’ markets that offer a dollar for dollar match to CalFresh customers over the next 2.5 years. These funds will continue to increase the ability of lower-income families that use the Supplemental Nutrition Assistance Program (SNAP), also known as CalFresh in California, to purchase fruits and vegetables from their local farmers’ market. 

The continuation of this program will also stimulate the local economy by increasing the revenue for our local farmers.  Since inception of the program in 2015, over $217,567 of Market Match incentives and CalFresh EBT has been distributed through 13 participating farmers’ markets.  For a full list of participating markets, please go to our website:  These participating markets preserve farmland, stimulate local economies, increase access to fresh nutritious food, improve community health, and promote sustainability.

For more information on Farmers’ Market LIFE and to see the upcoming tours, please go to


Oliver’s Market earns five awards

Oliver’s Market, Sonoma County’s largest locally owned and operated independent grocer, was named one of “North Bay Business Journal's Best Places to Work” for the second year in a row. Oliver’s also triumphed in this year’s Press Democrat “Best of Sonoma County” readers’ poll, where after over 300,000 votes were cast, the company was recognized for “Best Local Produce” for the third year in a row. For the first time, Oliver’s earned the “Best of” designation for “Best Locally Owned Grocery Store”, “Best Butcher/Meat Department”, and “Best Deli for Lunch”.

“We are proud of our employee owners who work every day to make Oliver’s a great place to work and a great place to shop,” said Oliver’s founder and president Steve Maas. “Being recognized as a good employer and for our commitment to remaining local and offering quality and service to our customers all in the same week is really gratifying. We appreciate the loyalty of our employees and our community-minded customers.”


Tara Firma Farms is now supporting Worth our Weight

Worth our Weight (W.o.W.) is a non-profit organization in Santa Rosa, California led by Chef Evelyn Cheatham for the last 10+ years that provides housing, culinary training and job placement to young adults in the community who have faced significant hardships in life such as homelessness, aging out of the foster care system, or on probation. W.o.W. has a 100 percent job placement rate. The students execute their donation-funded culinary training during their weekly Sunday brunch, serving the public from 9 a.m. - 3 p.m. and also through their monthly "Third Thursday" fine dining dinners, by ticket reservation only.

At Tara Firma Farms we feel strongly about supporting local organizations who empower and educate the next generation of food producers, chefs, and consumers.

Are you involved in a local non-profit?

We now donate our event space to non-profit organizations in the area through our Tara Firma Farms Institute!