Demand and access to affordable, nutritious food are major concerns in food deserts. Primary data from Detroit, Michigan was analyzed to understand demand for fresh fruits and vegetables (FFV) as a proxy for determining the factors that influence healthy food consumption. Logistic analysis showed that those who could not afford FFV, or share food with others had a lower propensity to consume FFV and that consumers who shop frequently, eat healthy, are food secure, or are able to travel to suburban supermarkets had a higher propensity to consume FFV. Recommendations for policy makers and retailer strategies are detailed.