A shared regional brand for local food
Central to the Valley is a regional brand created to amplify connection to Central Valley agriculture and the family farmers at the heart of our food system. It exists to make local food easier to find, easier to choose, and easier to support, while celebrating the people and cultures that grow it.
Rooted in one of the world’s most productive agricultural regions
Agriculture fills the horizon of California’s Central Valley. For generations, farming families and communities have shaped a region that today feeds a fourth of the nation, producing more than 250 crops.
Every choice to buy Central Valley–grown food sustains the farmers who feed our communities and the world, and strengthens pride in the region we call home.
Why Central to the Valley
Despite its global impact, Central Valley agriculture is often unseen by the people it feeds. Central to the Valley was created to change that.
The brand serves as a shared platform that brings together farmers, buyers, partners, and communities under one recognizable regional identity, building visibility, trust, and access for local food across the Central Valley.
Built with farmers and community at the center
Family farmers are the heart of Central to the Valley. Through authentic storytelling and shared tools, the brand highlights the people behind the food and connects their work directly to the communities they feed.
About the initiative
Central to the Valley was developed as part of F3 Local, through a partnership with CAFF (Community Alliance with Family Farmers), with the goal of strengthening the local food system and increasing visibility and demand for Central Valley–grown food.
