Building Trust in a Time of Transition: Lessons Learned from the Berryessa Flea Market

At MAF, we believe in empowering communities to navigate financial challenges and achieve economic prosperity.  When news reached us about the potential displacement of businesses at the historic Berryessa Flea Market in San Jose, we knew we had a role to play.

The situation was complex. The vendors, many of whom had built their livelihoods at the flea market for generations, understandably felt apprehensive about the city’s development plans. We recognized that simply offering financial resources wouldn’t be enough. Building trust was paramount.

Understanding the Vendors’ Perspective

In every project, MAF starts with listening to the community. We had to start with, “What do you as vendors want to do when the flea market inevitably closes?”

Understanding that Berryessa Flea Market Vendor Association’s established relationship with the vendors was crucial, we met with them to understand what had already been communicated to the vendors and how they were currently being supported. Through these conversations, we learned about the vendors’ anxieties about displacement and their desire to continue their businesses. This understanding formed the foundation of our approach and allowed us to start preparing resources and programs that could continue to support vendors in the transition.

Early Mornings and Conchas

Reaching the vendors on their terms was key. We knew traditional outreach methods or expecting vendors to come to us wouldn’t work.  Many of the vendors traveled long distances to run their booths, so we needed to plan our work around their schedules. Our team found that vendors were most receptive to conversations early on weekends before they set up their stalls, or at other events that they had already scheduled to attend, like rent payment or vendor association meetings. 

We also recognized the power of a warm welcome. When setting up a table, we offered coffee and conchas, a traditional Mexican sweet bread. This seemingly simple gesture broke the ice, creating a friendly atmosphere that encouraged interaction. These informal conversations introduced our team to vendors, started building relationships, and allowed us to hear more about vendors’ concerns and challenges. 

Community Building Through Peer Learning

Over the past year, MAF’s team has offered financial education workshops, group and one-on-one technical assistance, and hosted a booth at the market for vendors to stop by for assistance. Our team has hosted 65+ events, both in-person and online, and met with vendors in over 100 one-on-one technical assistance sessions.

Financial education workshops were essential, but we envisioned them as more than just one-way information sessions. We fostered a space for peer-to-peer learning, where vendors could share experiences and build a sense of community.  The workshops proved to be a catalyst for engagement. Participants shared their own experiences as they figured out their next steps, sharing successes and pitfalls as they looked for new space to operate. Participants also became advocates, encouraging their peers to connect with MAF, organically expanding our reach within the flea market.

Financial Access as a Key to Success

In the words of Susana Gama, a financial coach at MAF,

“Vendors have been in business for 10, 20, 30 years. They know how to run a successful business. They are asking us how to access financial resources like credit, banking, and financing to continue their business as the market closes.”

Susana also shared that many vendors are wary of mainstream financial institutions. MAF’s team had to first build trust with the vendors, before starting to share how MAF could help vendors access business loans from MAF and other mainstream financial services.  

We know that technical assistance and education work best when paired with products that give clients the financial resources they need. We aren’t just talking about what clients could do with financial resources, we’re making sure they have access to those resources. Over the past year, MAF has distributed $75,000 in 0% interest business loans to Berryessa vendors, and is continually processing applications for loans to additional participants.

Building a Bridge for the Future

The success of our work at the Berryessa Flea Market lies in the relationships we are building. By prioritizing trust, understanding, and a commitment to the vendors’ well-being, we were able to join them as they navigate this uncertain time. The lessons learned – the importance of listening, collaborating with existing organizations, and fostering a sense of community – will undoubtedly guide our efforts to support other communities facing similar challenges.

We are proud of the connections we established with the Berryessa Flea Market vendors. We look forward to continuing to be a resource for them as they transition and build a secure future for themselves and their families.