Online shopping is increasingly becoming a common shopping venue for young generations of consumers. However, preferences for fresh produce among those who frequently shop online are still unclear. This study explains food labels that online shoppers consider most important when shopping for fresh produce. This study uses data collected from a stratified randomly selected sample of 1,205 online shoppers within the South region of the U.S. who made at least two online purchases within six months prior to participating in this study. We collected data in 2016 through the Qualtrics actively managed market research panels and those using social media such as Facebook and Twitter. Results show that 81 percent of online shoppers actually believe that food labels are very important to them. The most important label for the majority (49 percent) of those who believe so is “grown locally”. Those whose “organic” label is the most important constitute 15 percent. We found that 30 percent consider a combination of locally and organically grown fresh produce to be the most important to them. Only six percent of online shoppers have other labels they consider the most important. The most common important labels among this group include nutrition contents, price, and country of origin. This study is significant to fresh produce growers and agricultural marketers because it provides an explanation of food labels those online shoppers consider to be the most important when shopping for fresh produce. It is significant to food products regulators who are interested in enforcing regulations related to food labels. Future researchers will find this analysis useful when furthering knowledge about this increasingly popular market. online shoppers.