F3 Local Launches 'Central to the Valley' Regional Brand

More than 80 guests gathered at the Historic Seven Sycamores Ranch in Ivanhoe, CA to celebrate the launch of Central to the Valley, a new regional brand designed to amplify connection to Central Valley agriculture and highlight the farmers at the heart of our food system. The event brought together farmers, growers, ranchers, food businesses, and F3 Local partners for an afternoon of community, local food, and storytelling about the region’s agricultural roots and future. Held inside the Glass Barn, the celebration marked the official unveiling of the brand, including its visual identity, mission, and website.

Attendees enjoyed a free local farmers market sourced from regional family farms, featuring a vibrant display of produce and signs highlighting the farmers behind the food, with a Central to the Valley sign at the center. Photo Credit: Sarah Del Pozo, F3 Local

Central to the Valley was developed as part of F3 Local in partnership with the Community Alliance with Family Farmers (CAFF) to strengthen the local food system and increase visibility and demand for food grown in the Central Valley. The initiative represents a shared regional platform designed to make local food easier to find, easier to choose, and easier to support, while celebrating the people and cultures that grow it.

Guests enjoyed a pop-up farmers market featuring Central Valley growers, along with appetizers, desserts, local wine, and drinks from regional vendors. Tamales Y Antojitos "La Promesa" served flautas and aguas frescas, and The Pie Mamas provided lemon hand pies. Throughout the afternoon, attendees connected with farmers and community partners, and explored resources supporting small farms. During the program, speakers shared the story behind the brand and the years of research and community engagement that shaped its development. Over the past two years, farmers, community members, and regional partners came together to better understand the challenges facing our food system and the opportunity to strengthen connections between local farmers and the communities they feed.

Rasheed Hislop, Senior Manager - Farm to Market, CAFF | Photo Credit: Sarah Del Pozo, F3 Local

“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.” - Rasheed Hislop, Senior Manager - Farm to Market, CAFF

The brand aims to build value around food grown in the region while strengthening pride in the Central Valley’s agricultural heritage.

“Despite the diversity and abundance of produce grown here in the Central Valley, there has never been a unifying brand to promote the food grown in this region. This new ‘Central to the Valley’ campaign creates that opportunity, and it’s something many local farmers are excited and hopeful about.” - Helle Petersen, Regional Director of F3 Local

Farmer Vicky Garcia of Eco Family Farms watches as the 'Central to the Valley' brand is unveiled during the launch event at Seven Sycamores Ranch. Photo credit: Sarah Del Pozo, F3 Local

At the heart of the campaign is a simple question: What is Central to the Valley?

“The campaign asks a simple question: What is Central to the Valley? The answer is clear, everything we grow, everyone we feed. 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, they are the ambassadors of this movement, and this work is built to reflect their daily impact.” - Laura Marquez, Kitchen Table Advisors

The launch was also recognized by representatives from multiple. local, state, and federal offices, who presented official certificates acknowledging Central to the Valley’s role in strengthening regional agriculture and supporting family farmers.

Representatives from multiple local, state, and federal offices posed with Rasheed Hislop of CAFF during the Central to the Valley launch, presenting official certificates recognizing the initiative’s contributions to regional agriculture and supporting family farmers. Photo Credit: Sarah Del Pozo, F3 Local

The launch event marked the beginning of a broader effort to engage farmers, buyers, and community partners in building the Central to the Valley brand across the region. The campaign is focused on strengthening connections between local agriculture and the communities it feeds, while helping build a food system that is resilient, rooted in the Valley, and accessible to all.

Event attendees mingled, networked, and enjoyed food, drinks, a local farmers market, and took home new 'Central to the Valley' branded hats, stickers, and tote bags. Photo Credit: Sarah Del Pozo, F3 Local

Community members, businesses, and farmers can learn more and get involved by visiting the campaign's new website (https://www.centraltothevalley.com/) to explore the new brand, partner with the campaign, and browse the interactive Buying Guide, which helps connect consumers with local producers. The Buying Guide is a map-based, searchable and filterable directory connecting consumers with regional farmers and food businesses that source locally. The tool is designed to make it easier for communities to find and support local producers year-round. Additional listings will be added as the campaign continues to grow across the Central Valley.