Catt Fields White

Catt Fields White is an influential entrepreneur in the farmers market sector, currently serving as the Founder and CEO of Farmers Market Pros. She has a notable background in community development and market management, having founded the Little Italy Mercato in San Diego in 2008, which has grown to become the largest weekly year-round farmers market in San Diego County.123

Professional Background

• Farmers Market Pros: Established to support small farmers, food makers, and market managers, Farmers Market Pros offers consulting, education, and resources to enhance the sustainability and profitability of farmers markets. The organization also hosts the InTents: The Farmers Market Conference and the Tent Talk podcast, which share insights and best practices for market operations.26
• San Diego Markets: Catt is also the director of San Diego Markets, where she manages multiple weekly farmers markets, facilitating connections between local farmers and urban consumers.57

Contributions and Philosophy

Catt emphasizes the importance of community engagement and financial sustainability within local food systems. She has developed educational programs like Vendor-101, aimed at equipping new vendors with essential business skills. Her work advocates for the critical role of farmers markets in promoting local economies and food security.234

Public Speaking and Advocacy

Catt is a sought-after speaker at various conferences, where she discusses topics related to market management, community development, and the economic impacts of farmers markets. Her insights are valuable for both new entrants and seasoned professionals in the agricultural sector.67

In summary, Catt Fields White is a key figure in advancing the farmers market movement through her entrepreneurial efforts, educational initiatives, and community-focused philosophy.