Weekly markets every Thurs., Fri., and Sun. in Lemon Grove


Each year more than 38 million people in America including 12 million children are food insecure according to the USDA. To help alleviate food insecurity in the neighborhoods of greater Southeastern San Diego, Project New Village is excited to announce the launch of People’s Produce Mobile Farmers Market (MFM), a solar powered refrigerated truck that will bring fresh, locally sourced produce to a host of sites throughout Greater Southeastern San Diego. As part of their Good Food District initiative, Project New Village envisions the MFM program will help connect communities to healthy food at accessible locations while contributing to the neighborhood food system.


Project New Village hosted a People’s Produce MFM Kickoff Event at the Mt. Hope Community Garden (4261 Market St., San Diego, CA 92102) on Wednesday, September 28, 2022, from 10am to 12pm. This event will celebrate the opening of the market, and will give community members an introduction to Project New Village’s vision for reshaping the food system landscape in Southeastern San Diego.

The People’s Produce MFM plans to have weekly markets every Thursday, Friday, and Sunday and is scheduled to begin operating Thursday, September 29, 2022, at two markets in Lemon Grove: The GTM Store (7663 Broadway, Lemon Grove, 91945) from 10am to 12pm, then at Thrive Lemon Grove located at the VFW Club (2861 Lemon Grove Ave. , Lemon Grove, 91945) from 3pm to 5pm. The MFM truck will be in Encanto on Friday, September 30, 2022, at Second Chance Youth Garden (6145 Imperial Ave., San Diego, 92114) from 3pm to 5pm.

Project New Village is currently seeking to acquire more marketplace sites (up to nine weekly to begin), and is open to all community feedback and suggestions regarding potential marketplace sites in our service area. Suggestions can be sent to Diane Moss, Project New Village Managing Director, at: pnv.wellness@gmail.com

This mobile farmers market truck was made possible through public funds (CDFA grant) and private funds, and with the advisory services of Rafael Garcia (former owner of Daily Harvest Express) who helped operationalize the truck and create a business plan. 

About Project New Village:
Project New Village was established in 1994 as a community hub for community-based collaborative efforts to increase social wellness. In 2008, PNV began its journey to explore and develop strategies to address inequities in the local food system; and became a 501(c) 3 nonprofit organization to strengthen our ability to champion our identified charitable cause in 2010.

Project New Village’s goal of improving fresh food access in Southeastern San Diego is part of a broad based movement to build healthy neighborhoods. They have embraced urban farming and community engagement as primary tools to improve food access, food security, and environmental wellness. https://projectnewvillage.org

People’s Produce Mobile Farmers Market Truck

Press Contact: Jason Cardenas – jasondcard@gmail.com