The goal of the research is to identify the factors of business model that form Value Proposition of farmers' market customers in the areas of (1) Products/Services, (2) Gain Creators and (3) Pain Relievers. The examined factor areas are based on the creation of a Value Proposition Canvas. Primary data were acquired through the method of questionnaire survey with 217 customers shopping at the farmer's market. The questionnaire was distributed in person. The most important Customer Jobs are identified as stocking up on fresh and healthy food and feeling good about the purchases; the most important Gain Creators are fresh and healthy food and the most important Pains are higher prices and inconvenient opening hours. Its results are five general recommendations for market sellers and organizers. It was also found that farmers' market customers made personal benefits a greater priority, much more than factors with a wider social scope.