2024 Highlights

Store Development

• Finalized our store design and layout and received city and county approvals.
• Hired a local San Diego general contractor to perform the construction.
• Began to purchase store equipment.
• Started the interior demolition of the store site.
• With grant funds, we began our partnership with a local branding firm to update our store logo, develop our store brand, and plan for the launch of our new website in 2025.

Outreach

• Operated monthly farmers’ market in Veteran’s Park
• Provided a series of bilingual cooking classes for adults at the Boys and Girl Club in Imperial Beach.
• Offered cooking classes.
• Organized a seed swap.
• Held the annual owners’ meeting.
• Meet and Greet and News and Brews events.
• Participated in the Imperial Beach Chamber of Commerce Imperial Beach Tasting + Expo Tour.
• We are running a shopper survey in both English and Spanish that has had 300 respondents letting us know what products and services they want in the store, what product traits (fresh, local, sustainably-grown or produced) are important to them, and other shopping preferences.
• Participated as panel speakers at the San Diego Food System Alliance Annual Gathering and the National Up and Coming Food Co-op Conference
• Interviewed by multiple media outlets (KUSI, 10News), had articles published in the San Diego Union Tribune and Eagle & Times, and participated in several podcasts.

Store Operations

• Joined National Co-op Grocers which provides assistance with operations and supply contracts.
• Began our vendor selection process by meeting with local vendors, producers, and farmers interested in carrying their products in our store.
• Hired a new social media manager.

Fundraising

• Hosted two Wine Tasting fundraisers.
• Held our first Online Holiday Auction, raising $5,360.
• Awarded grants by the American Heart Association, the County of San Diego, and San Diego Community Power (with additional support from San Diego Foundation and Calpine Energy Solutions).
• Launched the $1K Club to recruit 100 owners and community members who pledge to raise, or donate, $1,000 each to raise $100,000 towards store opening.