Establishing, Protecting and Promoting Healthier Neighborhoods throughout Southeastern San Diego


Project New Village envisions Southeastern San Diego as a community of active neighborhoods supporting and contributing to the health, wealth and well-being of community members.


Project New Village serves as a catalyst for local residents, business, academia and government to work together to build stronger neighborhoods, improve the quality of life and to stimulate collective investment in better health. Project New Village strengthens communities through the development of beautiful, beneficial and bountiful neighborhood food options.


Project New Village was established in 1994 as a community hub for collaborative efforts to increase social wellness. In 2008, PNV began its journey to explore and develop strategies to address inequities in the local food system; and became a 501(c) 3 nonprofit organization to strengthen our ability to champion our identified charitable cause in 2010.
The People’s Produce Urban Agriculture Initiative is the signature effort of PNV. It grew out of a collective call to action among residents and other stakeholders in Southeastern San Diego to change the physical and social environment to address health disparities.
Our goal of improving fresh food access in Southeastern San Diego is part of a broad based movement to build healthy neighborhoods. PNV has embraced urban farming and community engagement as our primary tools to improve food access, food security, and environmental wellness. We use a social determinant of health model which views food equity and self-determination as key factors for achieving better health.


Project New Village is transforming the political and economic environment using neighborhood-based agricultural cooperatives as strategies of resistance to food insecurity and removing barriers that impede universal access to good food through community/civic engagement and building alternative food ecosystems.
The Good Food District, our model for transformation, aims to elevate and integrate urban agriculture as a key component of community revitalization in food insecure neighborhoods. This food-oriented development plan incorporates arts and culture and wealth building as tools for place making. During the first phase of the work we are implementing community engagement activities that contribute to developing neighborhood-based social capital.
The next phase will focus on wealth building activities that strengthen existing small businesses in the area and identifies new food related businesses. Interim activation projects will yield recommendations for long term use of public assets that reflect the values and identity of the neighborhood stakeholders. In partnership with developers and land owners, we believe the act of growing food uses soil as an ally in re-building neighborhoods. We currently operate the People’s Produce Night Market (farmers market) and Mt Hope Community Garden.