Fresh Approach's mission is to create long-term change in local food systems, by connecting California communities with healthy food from California farmers and expanding knowledge about food and nutrition. Fresh Approach offers programs that empower underserved neighborhoods and communities of color to improve food access and reduce health disparities, through community-based nutrition education (VeggieRx workshops), access points to fresh fruits and vegetables through financial incentives and affordable farmers’ markets, as well as urban agriculture and community engagement projects. In East Palo Alto, Fresh Approach is continuing the long legacy of local agriculture and food justice movements that was carried out by Collective Roots. A merger between Fresh Approach and Collective Roots in 2018 resulted in deeper connections with the EPA community for the betterment of local residents.
To address the COVID19 crisis, Fresh Approach partnered with the Ecumenical Hunger Project to complement their food distributions with an average of 140 weekly CSA-style boxes of fresh fruits and vegetables. The produce is purchased from Pie Ranch, a non-profit farm located in Pescadero, and from beginning and marginalized farmers participating in their business incubator program.