At 6:10:59 PM, January 7th, 2025, the Eaton Fire Started.

At 6:10:59 PM, January 7th, 2025, the Eaton Fire Started.

19 lives were lost. More than 14,000 acres burned. Over 9,000 structures were destroyed and an additional 1,900 were severely damaged.

As the flames died down, the Altadena Farmers' Market team faced a daunting reality. Most of the team, volunteers, customers, neighbors and many of the vendors lost their homes and all of their possessions. But what emerged was not just scorched earth but a commitment to nurturing both the land and its people. Instead of succumbing to despair, the Altadena Farmers’ Market saw a calling to serve the community in its hour of greatest need. Resilience has flourished in the most inspiring ways.

Resilience

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Courage

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Strength

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Solidarity

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Unity

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Perseverance

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Hope

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Resilience · Courage · Strength · Solidarity · Unity · Perseverance · Hope ·

The Altadena Farmers' Market quickly pivoted from its regular operations to organize a free produce giveaway for fire survivors. This initiative marked the beginning of a recovery journey that transformed both the market and the community it serves. With a mission to provide access to free, healthy food, the market became a beacon of hope.

Immediate action. Real impact.

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  • January-February 2025

    We started raising funds and hosted our first free farmers' market for fire survivors at Unincorporated Coffee Roasters, who were so kind to let us use their space.

  • March-April 2025

    Our collaboration with World Central Kitchen began. We started sourcing produce for all of their emergency response free farmers’ markets, and they became a long-time sponsor of our fire relief distributions.

  • May-July 2025

    We moved our free produce distributions to a larger location in Pasadena, implemented a voucher system to increase cost-effectiveness, and gained additional sponsorship from Hollywood Food Coalition.

  • July 2025- today

    Over a year later, we continue to provide free produce for fire survivors. Additionally, we are now expanding our CSA program, spearheading the Dena Food Resource Committee (DFRC) for better collaboration between local food charities, and are working on a new project focused on long-term recovery and climate resilience, the Altadena Eco-Hub.

2025 FULL REPORT

  • "We are so, so grateful! It feels like such a luxury to have big juicy strawberries and fresh carrots. Plus, it's very healing to meet other survivors in line."

  • "Thank you so so much!!! You provided for our family in some of the darkest days... I was able to cook and bring back some normalcy after all that devastation. Thank You!"

  • "Thank you so much for your efforts in supporting the community, your contributions plays a very important role in giving hope and helping people to move forward. So grateful for what you do."

  • "Well organized, lovely volunteers, quality produce, couldn't get better. So grateful for this resource. We've eaten everything that was in my already set up bag. Thank you."

  • "Thank you for your continued dedication to the community! The produce is wonderful and running into neighbors/friends is a much needed dose of joy."

  • "Amazing work you're doing. I'm so happy and proud of you that you got this back up and running. So many people benefit from your tireless work."

  • "Thank you so much for your efforts in supporting the community, your contributions plays a very important role in giving hope and helping people to move forward. So grateful for what you do."

IT’S BEEN AN HONOR…

“Serving our community in this difficult time has been one of the greatest honors in the history of the AFM. What began as an effort to show up for our neighbors has become a deeply healing experience for us as well—reminding us of the strength, tenderness, and resilience that live within our people. Every shared moment, every conversation, every act of care has strengthened our bond with the community we love, and we are humbled to walk this path together.”

  • AFM

To register, claim a voucher or learn more about our Fire Relief Free Produce Voucher Program, click on the image:
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