In Spring 2005 and Fall 2009 consumer surveys were collected in several Metropolitan 4 cities in Indiana and Illinois to explore differences based on psychographic and behavioral 5 characteristics of farmers’ market consumers. Consumer intercept surveys were conducted in: 6 South Bend, IN; Bloomington, IN; Springfield, IL and Peoria, IL. Likert scale questions were 7 analyzed using factor and hierarchical cluster analysis to identify clusters of consumers based on 8 several farmers’ market characteristics. Survey results show that of the 164 Metropolitan 9 surveys analyzed, 85.3% of respondents were Caucasian, 71.9% were between the ages of 35 and 10 64 and 78% were female. Data analysis showed that four clusters were formed: Recreational 11 (42%), Minimalists (27%), Enthusiasts (23%) and Time-challenged (8%). Each cluster had a 12 unique set of preferences based on farmers’ market attributes ranging from overall convenience 13 of the shopping trip to the presence of nearby stores. Differences in consumer segments suggest 14 that farmers’ market managers can develop specific marketing messages toward each segment.