Mayor Daniel Lurie recently enacted a measure to increase stall fees for vendors at the Alemany Farmers Market in San Francisco, raising the daily cost from $50 to $60, a 20 percent jump.
The Board of Supervisors unanimously approved the ordinance earlier this month, and it was signed into law by Lurie last week.
Effective January 2026, the city plans to adjust these fees annually to align with inflation without requiring further votes from the Board of Supervisors.
While most vendors accepted the $10 increase without major objections, some expressed a desire for the city to provide additional support for the farmers market, highlighting its status as one of the city’s most affordable markets.
Longtime vendors, who work to maintain low prices and accept SNAP EBT benefits, are keen on preserving the market’s accessibility for regular shoppers.
Amid the bustling Saturday market, Thomas Benzler was engaging a child in a demonstration of honey extraction when he shared his thoughts on the fee hike.
“Ten dollars is fine. I’m for it,” said Benzler, whose family has been selling at the Alemany Farmers Market since its inception in 1953.
However, he stressed the importance of ensuring that the increased revenue goes toward marketing efforts to enhance foot traffic at the market.
A 2010 performance audit by San Francisco’s Budget and Legislative Analyst indicated that the Alemany Farmers Market usually hosts around 110 stalls on Saturdays, with 21 food vendors included.
City officials defended the fee hike by comparing it to charges at other markets, with city administrator Sophie Hayward noting that Alemany’s rates are significantly lower than market standards.
At 42 cents per square foot, Alemany’s rate is below the typical range of 50 to 98 cents, depending on variables like seasonality and parking availability.
Despite this justification, not everyone agrees with the city’s decision-making process.
Rachel Alonzo, Project Director from the City Administrator’s Assets and Infrastructure Division, confirmed during a hearing in May that vendors were not given advance notice about the increase.
Currently, there is no formal appeal process available to the vendors, as noted by Alonzo, although she suggested that if vendors expressed substantial dissent, their concerns might lead to reconsideration.
Supervisor Connie Chan, who supported forwarding the ordinance to the entire board, remarked on the difficult choice of backing the hike.
“Colleagues, it does pain me a little bit, but I think I’m going to be in support of this fee increase,” Chan stated during the hearing.
The Real Estate Division of the city is expected to provide vendors with a 60-day notice prior to the implementation of the new fees.
As it stands, there hasn’t been any formal outreach to vendors or public listening sessions planned to discuss these changes.
While the ordinance passed the City Hall hearings with unanimous approval, skepticism lingers among some market participants.
Hannah, another vendor who sells alongside a friend as they shelled broad beans, expressed concern about the implications of the fee increase.
As a part-time seller commuting from San Juan Bautista south of Gilroy, Hannah conveyed worries that the rise in fees might lead to higher prices from vendors who have not increased their prices in years.
“They’re going to eat it,” she remarked, alluding to the burden that the new fees may pose on small vendors.
Her friend chimed in, reflecting on the broader revenue challenges facing the city, stating that the financial burden seems to fall disproportionately on smaller businesses rather than larger corporations.
“The city’s lost other forms of revenue, so now they’re reaching for every last penny they can get,” her friend said. “It’s always the small people, not the corporations, who end up carrying the weight.”
Hannah nodded in agreement, emphasizing the importance of keeping prices affordable at the market. “People love a deal. They’re used to this place being affordable,” she noted.
The vendors’ commitment to retaining organic small farms within the market is paramount, as they recognize how fortunate the community is to have access to these local producers.
In conclusion, while the fee increase represents a necessary adjustment from the city’s perspective, the response from the vendor community indicates a complex dynamic as they navigate the balance between fiscal responsibility and maintaining an affordable, accessible market for shoppers.
image source from：missionlocal
