Interview With George Riley, Director of Development, Red Tomato

FundRaising Success: How do you fund your mission?
George Riley: [Our mission is funded] 20 percent produce trade margin, 55 percent foundation and government grants, 15 percent individual gifts, 10 percent fees for service/consulting.

FS: What is produce trade margin?
GR: As far as produce trade margins, we are an unusual organization in that part of our mission is to be involved in what we call “market-based change” — meaning one of the things we do is actively promote and sell produce in the marketplace on behalf of the network of growers we represent. This gives us a “real-world” laboratory for research and development; provides real income to the farmers and access to great produce for our retail customers; and it provides some income — “trade margin” — to help offset the costs of doing this type of work.