Dear Cherished Community,
It’s a big deal to change your name after nearly 30 years. The idea for this rebrand started long ago, with the knowledge that a 19-syllable name (shortened into a hard-to-pronounce acronym) was a linguistic barrier that wasn’t really helping us convey the sense of warm belonging and inclusiveness that we wanted. To keep growing this community, we knew we needed a name that was more accessible and easy to understand, one that hopefully people could connect with emotionally, whether they were an avid home cook and longtime market supporter, or a kid visiting the farmers market for the first time. But I did worry when we started this process that maybe you all wouldn’t see the value in it, that you’d think we should spend our funds on more pressing initiatives, or that you might feel some sense of loss, because you helped to build the organization into what it is today.