A Year of Fresh Starts: Reflecting on 2024 and Embracing the Possibilities of 2025
A Year of Fresh Starts: Reflecting on 2024 and Embracing the Possibilities of 2025
It starts with a truck, but it’s never just a truck. Every Farmers’ Truck is a vehicle for something far greater: dignity, hope, and the belief that access to healthy food is a right, not a privilege.
This year, 2024, reminded me how much power lies in the hands of community leaders—those audacious enough to believe they can change the world and committed enough to actually do it.
Here’s a glimpse of how these changemakers inspired us over the past year:
A Blessing in Hawaii
In a quiet corner of paradise, surrounded by the lush landscapes of Kōkua Kalihi Valley, I experienced something profound. Before their new Farmers’ Truck hit the road, the community invited me to join a ceremonial blessing.
For two days, we cooked together. We shared meals, stories, and hopes for what their mobile market would mean. The spirit of Aloha and Mahalo was ever-present—rooted in culture, resilience, and love. Moments like these remind me why we do this work: to be a small part of something so much bigger.
The community 🤙🏻 Rolling Roots Mobile Market in Hawaii.
A Stage in Kentucky
In Lexington, Kentucky, the State of the Soil conference brought together trailblazers from all corners of the country. Sharing the stage with Allison DeHonney, I spoke about mobile markets as “food is medicine”—a lifeline in the fight against chronic disease and diet-related health disparities.
The event, hosted by Black Soil KY, was enriching. The Governor of Kentucky, the State Agriculture Commissioner, and countless local leaders came together to celebrate programs that heal communities. These leaders don’t just talk about change; they make it happen.
Allison DeHonney and Frederic Laforge preparing to speak at the 2024 State of the Soil event.
Ashley and her team preparing Sprout, their new mobile farmers' market!
A New Chapter in Niagara
This year also marked a first: the launch of an electric mobile market in Niagara Falls. Powered by innovation and a commitment to sustainability, this new truck is more than just a tool; it’s a symbol of what’s possible when we combine vision with action.
Read more about this incredible milestone and the work of GROW here.
GROW's team presenting their new fully electric mobile market.
A Growing Conversation
At the Grocery Retail for All Summit in Washington, DC, the message was clear: mobile markets aren’t just an idea—they’re a solution.
The conversations were bold, focusing on funding pathways, adapting to community needs, and scaling impact. We shared how mobile markets bridge the gap between farmers, consumers, and underserved neighborhoods, proving that systemic change is possible.
Opening Remarks from Ertharin Cousin, CEO of Food Systems for the Future.
Innovation in Action
This year, I had the honor of serving on the Tufts Food & Nutrition Innovation Institute, contributing to discussions that are shaping the future of food systems. It’s a privilege to collaborate with some of the brightest minds in nutrition, agriculture, and technology to tackle challenges like food insecurity and systemic inequities.
During one of our meetings, I met with Philip Warren White and visited El Verdulero, a remarkable mobile market program operated by the dedicated team at La Colaborativa in Chelsea. Witnessing their work firsthand—bringing fresh, healthy food to underserved communities—was inspiring and reaffirmed how innovation can meet humanity at its most essential need: nourishment.
2024 Innovation Ecosystem Stakeholders at Tufts Food & Nutrition Innovation Institute.
I visited El Verdulero mobile market at La Colaborativa.
Looking Back, Moving Forward
Of course, this year had its challenges. Funding fell short for many programs, forcing organizations to return to the drawing board. But setbacks are fuel for innovation.
At The Farmers’ Truck, we launched our Community Learning Platform, an open-source resource to help mobile markets balance financial sustainability with social impact. It’s a step forward, but there’s more to do.
Working with Max and the team at The Best Route has been great!
Advertising for the How to Start a Mobile Produce Market Program webinar.
A Lesson from Mexico
In 2024, I explored Mexico’s vibrant markets, where fresh, affordable vegetables sat beside stalls offering exotic meats like armadillo and ostrich.
I enjoyed a traditional pozole, once a sacred Aztec dish that symbolized life and community, evolving over centuries into a beloved staple of celebration.
Food access isn’t just about availability—it’s about dignity and preserving cultural traditions.
Exploring Mexico’s vibrant markets.
A bowl of traditional pozole in Mexico city.
A Personal Year of Gratitude
On a personal note, 2024 was filled with small joys that recharged my soul. I attended a wedding in Italy and loved every minute. I took care of Gaïa, a golden retriever, while house-sitting in the serene Canadian Appalachians.
Travel teaches me that the world is abundant, even in its challenges. The opportunities to create change are everywhere if you’re willing to see them.
Produce market in La Spezia, Italy.
Gaïa the golden retriever on her pedestal giving me some sauciness.
Looking Ahead: Will You Join Us?
As we look to 2025, our vision is crystal clear: we want to serve 1 million families a week by 2030.
Great problems requires great ambition, this is where you come in:
Talk to your elected officials and share our Free Impact Report.
Sponsor a mobile market program in your community, we'll do the intro.
Start a mobile market! We'll help you find funding and support you all the way
Partner with us to create ripple effects that improve health, reduce inequalities, and transform communities.
#FoodAccess #SocialEnterprise #FoodIsMedicine #Sustainability #MobileMarkets