Nutrition Education through Cooking Demonstrations

The Cookin’ the Market program is the focal point of a health education campaign by the Pacific Coast Farmers’ Market Association (PCFMA). It was developed and piloted in partnership with Kaiser Permanente San Jose in 2005. In late 2005, PCFMA was the recipient of a three-year community benefit grant from Kaiser Permanente Northern California to support an expansion of the program.

Pacific Coast Farmers’ Market Association (PCFMA), a not-for-profit organization that operates over 40 Certified Farmers’ Markets in the San Francisco Bay Area. PCFMA’s mission is to establish and operate community-supported certified farmers’ markets that provide: viable economic outlets for California farmers and food producers, local access to farm fresh products, support for local businesses, and education concerning food and sustainable agriculture.

The program is a response to the pre-packaged, heavily processed and fast foods that have become so prominent in American meals and is built on the premise that people are more likely to accept and retain a new idea when they fully experience it than when they simply read about it. The Cookin’ the Market program engages all of the senses by not just describing healthy foods or talking about healthy foods, but by preparing them live in front of an audience that can then sample the foods for themselves. It is designed to offer nutrition education in an entertaining format to help battle increased obesity and the ill health affects that accompany it.

Cookin’ the Market emphasizes fresh ingredients, healthy recipes, and easy preparations to demonstrate that anyone, regardless of time or talent, can cook fresh and nutritious foods that not only taste better, but are also better for you.

Check out our Upcoming Demonstrations page often to find out which market we will be cooking at next, and check our recipes page for great healthy recipes you can make with your fresh and healthy products from your local farmers' market.