Why this Location?
In Fresno, it's often off with the old and on with the new. West Fresno, the area that houses the Zoo, Storyland and Motel Drive, was once the hub for tourist activity. There are many residents who live nearby and don't have access to a grocery store. Over 100,000 cars drive through Fresno every day on Highway 99. We want residents and tourists to taste local artisan foods created by farmers and local businesses. The food we're growing in the valley is a treasure that is exported worldwide. We believe we can enhance public perception of Fresno by establishing a market and eatery that features farm-to-fork ingredients and foods.
Our organic farm is just 7.5 miles west of the zoo. We have invested our life savings into transitioning our 20-acre conventional vineyard to a diverse farm that grows grapes, cherries and mixed vegetables around a picturesque 1 acre park. Our Organic Fresno location at 903 Parkway Drive, at Olive and 99, has ample space for a grocery store and restaurant.
What is the money being used for?
We need your help to stock the shelves of our store with bulk goods like
nuts, seeds, flour, and rice. Fresh produce for the cold room and
artisan foods like jams, cheeses etc.
We are spending our last $20,000 to convert part of the building to a grocery store and build a cold room for produce. We will have a bulk section for dry goods and a cold room for fresh produce, gourmet drinks and artisan foods. We need $15,000 to purchase basic inventory to stock the store.
What if you raise more than your goal?
If we raise $30,000 we will be able to purchase equipment that will allow us to sell pre-diced, sliced and minced veggies in a large salad bar section. This will allow customers to make home made meals fast at home. Recipe cards will outline the needed ingredients and preparation suggestions. Shoppers will be able to purchase ingredients already peeled and prepped so they have the satisfaction of making homemade meals in a short time. We will also carry healthy snacks, canned goods and other items that make it easy to eat fresh, fast.
If we raise $50,000, we will be able to set up a grocery store with added items like vitamins, superfoods, toiletries, and frozen supplies.
The original estimate for setting up a full grocery store was $86,000 with the proper equipment and inventory. The more we raise the closer we get to that vision. Our essential grocery store requires $35,000. We are investing the rest of our savings- $20,000- and ask that you help us stock our store with the rest.
Why did you pick West Fresno?
We lived in Kerman for years and our farm is in West Fresno. We want to serve the community we live in.
Do you think one business can change an area?
Access to healthy food connects people, changes neighborhoods and proclaims to tourists that we're proud to live in Fresno because of the diversity of food that is grown here. Pride changes neighborhoods. There are many businesses in our area and we have formed a Council to restore this area's original vitality.
Why don't you locate in North Fresno or Clovis and then expand to lesser served areas?
Everyone has the right to clean, healthy food at a price they can afford. We want people to enjoy the treasures grown in the valley, not just in areas where there is wealth but everywhere. This is food justice, and it's on the menu.
Risks and challenges
We have already taken the risk of opening in West Fresno and overcoming a negative public perception of the area. Our Yelp reviews show that tourists are very excited about our location. Our challenge, after spending our own money on setting up the grocery store, is having enough money to stock the inventory. We are counting on you to fund the merchandise we require to stock the store.
Our second challenge is letting people know fresh groceries are available in West Fresno. We hope you are part of the solution. Come for a class and stay to shop. Come for lunch and stay to shop. Visit the zoo and shop before heading home. Pick up a few snacks on your way out of town. When you're driving on the 99 stop by and pick up some fresh produce. It doesn't get much easier than that.
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