The River Park Farmers Market, a Fresno fixture since 1999, is preparing to celebrate a major milestone as it anticipates welcoming its seven-millionth customer this year, organizers said in a news release.

The weekly event draws visitors with fresh local produce, artisan goods, and the largest weekly food truck gathering in the Valley. Over the years, it has hosted more than 1,500 community-driven events, including cultural celebrations, live music, and award-winning food festivals.

“We’ve always set out to provide something uniquely delicious and fun for the entire family,” said Peter DeYoung, founder of the market and executive director of the California Fresh Farmers Market Association. “But beyond the festivities, we are deeply committed to serving our community, ensuring access to fresh, nutritious food for everyone — including those in need.”

The market operates the region’s largest Market Match program, in addition to EBT, SNAP, and WIC initiatives in partnership with the Fresno Economic Opportunities Commission.

“We don’t know what we would do without the River Park Farmers Market,” said Gabriela Romero of Fresno EOC. “They are our largest distribution partner in the Valley, ensuring that thousands of families receive vouchers that provide access to fresh, healthy food every week.”

Throughout the COVID-19 pandemic, the market remained open as an essential business, offering a safe, open-air shopping space. It has also served as a critical emergency food hub, distributing provisions during natural disasters and local crises.

Helping Small Business and Promoting Education

Beyond food access, the market has played a role in supporting small businesses, helping more than 800 vendors grow from their first market booth to independent business ownership.

As part of its ongoing efforts to promote food education, the market is launching “Discover the Bounty,” a USDA/CDFA-supported cooking series filmed on-site. The 24-episode series—12 for adults and 12 for children—aims to teach families how to prepare meals using California-grown specialty crops.

“We believe education is key to fostering a healthier community,” DeYoung said. “This series will empower people with the knowledge and confidence to cook healthy meals at home with fresh, local ingredients.”

The series will be available for free on CFFMA’s website, with support materials in English and Spanish for schools and classrooms.

Market shoppers can also access the episodes on-site through a QR code system, part of the new “Smart Market” digital learning tool.

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