Adelante's Farmers Market Manager, Daniela Perez, on why we need more thriving Latinx farm businesses.

Daniela Perez, Adelante Mujeres Farmer's Market and Farm Business Manager, at the Forest Grove Farmers Market on opening day of the 2021 season.

Operating Adelante Mujeres’ two farmers markets — the Forest Grove Farmers Market and the Cornelius Farmers Market — isn’t easy work. But Daniela Perez is up to the task. We sat down with Daniela to find out how she got into this type of work and what is new at the markets this year.  

How did you get onto this career path?

I got onto this career path mostly because I love food. In my family, food is how we share, celebrate, embrace, and comfort each other. I grew up caring about food and how it was prepared. Both of my grandmas were a significant influence in instilling this deep respect and love for food.  

The kitchen was a place to organize, problem-solve, practice resourcefulness, and get creative. I also grew up going fishing often and preparing traditional Ceviches at home with my dad. My dad also hunts, and he taught me the importance of preserving these practices. I am grateful that no matter what was going on, my family seemed always to be able to gather around food. There is a powerful groundedness that comes from knowing where your food comes from and how to prepare it like your grandma did!  

Even though I grew up with strong "food values" and sharing cultural foods with my family, like many Latinx families, my diet also became more and more Americanized.  

I personally struggled with diet-related health problems, and so did many of my family members. I observed how the "American Diet" of processed foods, fast foods, and industrialized agriculture took a toll on my health and my family’s wellbeing. To be honest, it still does. Many of my family members, including myself, struggle with chronic health issues to this day.  

When I was in college, I took a course that opened my eyes to the political, social, and economic reasons why so many Latinx families struggle with similar issues. The food system is built on Latinx labor, and somehow our community is one of the most impacted by the lack of access to fresh, healthy, and traditionally grown foods.  

Since then, I have made it my mission to learn how to grow my food and preserve healthy food traditions along the way. 

It has been a journey because there are many barriers to achieve these goals. I see many people in my community having similar desires, but sometimes the barriers are  significant.  The land is expensive (not to mention the cost and time it takes to grow food), the lack of knowledge and support systems, the changing climate, collective experiences of trauma, and the ever-growing pressures of living as a Latinx in the US.  

These barriers can no longer be ignored. Food Sovereignty is defined as “ the right of peoples to healthy and culturally appropriate food produced through ecologically sound and sustainable methods, and their right to define their own food and agriculture systems" (declaration of Nyéléni, the first global forum on food sovereignty, Mali, 2007).  

As I work on my own personal food liberation, I am also working on creating systems that support other individuals and families in achieving food sovereignty. The current industrial model of food production is responsible for a large part of how our climate is rapidly changing. The use of chemical pesticides, fertilizers, and other agricultural inputs contribute daily to the pollution of the earth's oceans and ecosystems.  

Growing food in the community is a radical response to the economic, environmental, and health-related issues caused by the current food system. This is the work of Adelante Mujeres’ Farmers Markets — to be a space for food sovereignty in our community. This work is not easy, and it often feels like swimming against a very strong current. But good food feeds us along the way. So, we gather strength!  

“Growing food in the community is a radical response to the economic, environmental, and health-related issues caused by the current food system.”

What do you love most about this work?

What I love most about my work is witnessing our community's resilience. At our markets, and with our participating Farm Business graduates, I see a true collaboration between the soil and the farmer, and it impacts our customers! There is so much good food being grown and shared. It fills me with pride to see a small farm or food business thrive. When a farmer sells out their produce, it makes all the hard work of running a market worth it. These farmers are the key for our community to achieve food sovereignty.

How does this year’s market season differ from previous years?

​Because of Covid-19, many of our marketing and outreach efforts happened through collaborations with other programs at Adelante Mujeres and with community partners. Through these collaborations, we were able to serve and attract new customers. We saw a need in our community that we addressed through mutual aid, cooperative marketing, and community education/outreach.  

Through the Early Childhood Education meal service program at Adelante Mujeres, we  purchased and provided children with produce directly from farm vendors. Some of the children we serve in our Early Head Start program have parents who are farmworkers, and they do not always have access to the fruits of their labor. We believe that families deserve the highest quality, freshest, and most nutritious foods, no matter their income.  

The Adelante Mujeres Farmers Markets and our Nourish the Community Program collaborated on a meal strategy to  bring the best quality produce to our Early Childhood Education Program participants at Adelante Mujeres. Through this collaboration, Adelante Mujeres, purchased produce directly from our Latinx farm vendors at the Farmers Market, and prepared culturally relevant, delicious meals and fresh vegetable snacks.   

What do you think makes our farmers markets unique?

Part of the Adelante Mujeres farmers market team.

We are a Latinx business incubator market first and foremost. It is our market's priority to make space for Latinx farmers and food businesses. We believe that by making space for Latinx farm business owners we will create positive and impactful food systems change moving into the future.  

In Oregon, almost 90% of agriculture workers are Latinx, and it takes a huge effort to make the leap to farm business owners, so much so that only about 4% of farm business owners are Latinx.  

Our market understands and addresses the barriers Latinx farmers face through proactive relationship building and inclusive programming that meets people where they are. In addition to our Regenerative Agriculture course, we spend about 15 hours of one-on-one coaching with each farmer to help them get ready for the Farmers Market season. We provide support with tents, tables, and any other market needs. Every year we host two incubator businesses that have a free booth space to start their new business. In addition, we support them in the process to obtain the necessary licenses, insurance, and permits required to sell at our market and connect them to other potential sale outlets throughout the season. It is our mission to help these businesses thrive!  

What recent success stories stick out in your mind? 

At the Cornelius Farmers Market (CFM), we are hosting four farm businesses, three of which are graduates of the Adelante Mujeres Regenerative Agriculture program and identify as Latinx. Mata Family Farms is a Latina, woman-owned business that focuses on fruits and vegetables. During the 2020 season, Mata Family Farms had their first experience selling out of all their product at the Cornelius Farmers Market. The entire Mata family was seen celebrating as they cleaned their booth and prepared to close the day.  

Through our nutrition incentive programs and strategic vendor selection, the CFM created a platform where Mata Family Farms would become a top seller. This differs from other markets that host larger farm businesses with more experience that would typically outcompete businesses like Mata Family Farms.  

Reyes Family Produce is also a Latina, woman-owned business that successfully sold at the Cornelius Farmers Market during the 2020 season. Reyes Family Produce focuses on mixed vegetables, herbs, and strawberries. This business quickly became one of the most popular booths at the Cornelius Farmers Market, making Reyes Family Produce the top-selling farmer that season.  

The Veggie Box owners

Real Fresh Mex sold produce and value-added prepared foods for the first time. This was a completely new business that took on the 2020 incubator spot at Cornelius Farmers Market, a program designed to sponsor a free booth for a new business in collaboration with the Adelante Mujeres Empresas and Regenerative Agriculture programs. Real Fresh Mex demonstrated to have a creative edge in selling produce and value-added prepared food that were culturally relevant and focused on  healthy eating. Real Fresh Mex learned from their success during the 2020 season, and I am currently providing farm business coaching to help them grow their business by selling at two more markets during the 2021 season. They are most excited about returning to the Cornelius Farmers Market this year! 

In addition, this 2021 season we are welcoming a new incubator business, The Veggie Box at Cornelius Farmers Market. Doña Asuncion and her daughter are excited to impress our customers with their beautiful produce!  

We hope to see you this season at Adelante Mujeres’ Farmers Markets in Cornelius and Forest Grove. Come shop with us and support some of these amazing incubator businesses!