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 int