People who shop at the more than 8,700 farmers markets operating in the U.S. either year-round or seasonally generally fall into six distinct groups. Three of them are more interested in farmers markets than the others. I study local food systems as a strategic communications scholar, and that’s the main takeaway from a study that I conducted with several colleagues.

As we explained in the March 2026 edition of British Food Journal, people who fall into those groups have different levels of interest in farmers markets but also have some things in common. Most people who shop at them are motivated to go because they want healthy, fresh food, they support local farmers and they think going to the farmers market is fun.

This is not a niche activity. An earlier study I worked on found that 81% of U.S. adults said that they shop at a farmers market at least once a year.

For both studies, we pulled survey data from a nationally representative sample of 5,141 U.S. consumers that was conducted Aug. 2-11, 2023. It had a margin of error of plus or minus 1.8 percentage points.

Researchers define farmers markets and local food in different ways. So we asked respondents to simply think of farmers markets as places where they can buy food directly from more than one vendor and where all or........

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