Inside the Central to the Valley Launch Party
Photo by Sarah Del Pozo
Everything we grow. Everyone we feed.
A celebration of people, partnerships, and shared purpose.
On March 10, 2026, Central to the Valley officially launched at Historic Seven Sycamores Ranch in Ivanhoe, California — bringing together farmers, community members, agricultural organizations, and regional leaders to celebrate the people and partnerships at the heart of the Central Valley’s food system.
A Gathering Rooted in Community
The launch event welcomed a diverse group of attendees for an afternoon centered on connection, storytelling, and shared purpose. Guests experienced a public unveiling of the brand, heard from regional leaders, and explored interactive installations inviting reflection on a the question:
What is Central to the Valley?
Throughout the space, attendees contributed their own answers, reinforcing the idea that the Valley is not defined by a single story, but by a shared one. The event also featured local food vendors, including lemon hand pies from Pie Mamas and aguas frescas and taquitos from Tamales la Promesa, offering a tangible taste of the region’s abundance.
At the heart of the gathering was a free farmers market stocked with produce from local family farmers. Many of the farmers were present, enjoying the event alongside the community. Informational signage throughout the space helped guests learn more about each farm, reinforcing the connection between the people who grow food and the people who gather to support it.
Attendees enjoyed a free farmers market, stocked by local farmers.
Photo by Sarah Del Pozo
In recognition of the initiative’s role in supporting regional agriculture, Central to the Valley received certificates of acknowledgment from representatives across local, state, and federal offices.
Representatives from the offices of Senator Anna Caballero, Congressman Jim Costa, Representative Vince Fong, Senator Shannon Grove, and Assemblymember Alexandra Macedo presented certificates commemorating the launch, accepted by Rasheed Hislop (CAFF).
Photo by Sarah Del Pozo
Strengthening the Connection Between Farmers and Communities
At its core, Central to the Valley is about visibility, connection, and shared understanding. As Rasheed Hislop, Senior Manager of Farm to Market at CAFF, shared:
“The Central Valley has long been known as America’s food basket, but the farmers behind that food are often invisible. Central to the Valley is about strengthening the connection between local farmers and the communities they feed while building a food system that is resilient, rooted in the Valley, and works for everyone.”
The Central Valley produces a significant portion of the nation’s fruits, vegetables, and nuts, yet the people behind that production are often underrepresented in broader conversations about food and agriculture. This initiative seeks to change that by centering farmers as leaders in the regional food narrative.
Rasheed Hislop (CAFF) welcomes attendees.
Photo by Sarah Del Pozo
Laura Marquez (Kitchen Table Advisors) unveils the first Central to the Valley campaign.
Photo by Sarah Del Pozo
A Shared Identity
The campaign is grounded in our answer to the question, What is Central to the Valley?
The answer: Everything we grow. Everyone we feed.
As Laura Marquez, Senior Business Advisor at Kitchen Table Advisors, noted:
“This initiative brings our community together around a shared purpose: supporting local family farmers and the communities they nourish. Farmers are at the heart of this brand… this work is built to reflect their daily impact.”
Central to the Valley invites consumers, farmers, buyers, and community partners to see themselves as part of a connected system.
Photo by Sarah Del Pozo
A Platform for Participation
Beyond storytelling, Central to the Valley is also a tool for connection. As part of the initiative, a local buying guide has been developed, a map-based, searchable directory that helps consumers and businesses find regional farmers and food businesses that source locally. The goal is to make it easier for communities to buy, source, and support local food year-round.
Growing the Movement
Central to the Valley is not a one-time campaign. It is an ongoing effort to strengthen regional food identity through collaboration.
By working alongside farmers, organizations, and community partners, the initiative aims to expand visibility, deepen understanding, and create new opportunities for connection across the region.