Double Your Impact: Matching Investment

We have an opportunity for folks who having been thinking about becoming Founding Shareholders in our project: The 11th Hour Project, in partnership with California FreshWorks, will invest $75,000 in our project if we can raise another $75,000 from the public by Monday March 11.

This matching investment will double every dollar invested in our project in the next two weeks (up to a total of $75,000). If you’ve been thinking about buying stock in our social enterprise, this is a great opportunity to double the financial impact of your investment and help us raise twice as much! With your investment, we can turn $75,000 into $150,000, which would be a big boost to our efforts to raise working capital before we open our doors in April.*

Why it matters: The funding we raise from selling stock will be used as working capital for day-to-day operations of our store. This will support our cash flow needs and help ensure that our food market will be sustainable and can offer affordable prices on quality fresh foods, prepared foods and staple groceries. This funding also allows us to focus on our social mission, instead of on paying for expensive financing.

We only have two weeks to meet this match. Help us launch with the greatest strength possible in bringing the first full-service food market to three neighborhoods in West Oakland since the 1970’s, serving 9,000 families, creating 50 local jobs and being a long-term community anchor.


Welcome to our new board members

We have brought four new talented and diverse people onto our Board of Directors to help lead us through preparing to open our food market and cafe in the Spring. These individuals bring a wealth of experience and knowledge in everything from grocery operations and merchandising to accounting and financing to events production and food education. We’re honored to have these folks join our Board of Directors.

Ally DeArman has been working to support local food systems in the Bay Area since her undergrad days at Stanford University where she managed a campus farm stand. In 2009, she helped launch the Eat Real Festival, an event which promised to close the gap between the high-income supporters of the local food movement and the accessibility and populism of global street food. In this work, she was driven by the desire to bring dialogue across income sectors and make the food movement legible to all consumers. Ally was then at the Food Craft Institute first in marketing & program coordination, then as the Executive Director from 2014-2018. Ally is currently working to create positive impact on business and society in her role at the Center for Executive Education of UC Berkeley Haas School of Business.

Shivani Ganguly is CFO at Credo Beauty, a retailer of clean, nontoxic beauty & skin care products, where she leads finance and human resources. Previously, she was Principal at Friday Consulting, helping specialty foods, technology, and CPG brands build sustainable and profitable businesses. She earned her BA at Stanford University, and her MBA at Presidio Graduate School. She loves cooking, exploring, and hanging out with her family, pets, and friends.


Quintana Kardel is the Executive Director- Merchandising & Operations for Whole Foods Market, Northern California. She is an experienced retail executive with over 15 years experience in consumer packaged goods, merchandising and operations. Specializing in the natural and organics food sector, she is passionate about brand development, with a specific focus on local and emerging brands and companies.


David Peters is a 3rd generation West Oakland resident and lives within walking distance of the store site. His professional background includes over 25 years in auditing, accounting, financial reporting and tax, including roles at Driscoll’s Strawberry Associates. David began his professional career as an auditor at the Oakland office of Coopers & Lybrand. David’s passions include the fights for greater racial justice and community control of resources.