While many studies have focused on consumer preferences for specialty crops, few have focused on tart cherries. This article uses data collected from 134 Michigan tart cherry consumers to identify potential market segments through consumers’ consumption frequency of fresh Balaton tart cherries. We use k-means cluster analysis to describe Balaton tart cherry market segments. Our analysis suggests that fresh and frozen tart cherry consumers do not commonly overlap and that fresh Balaton consumers are generally unique relative to other tart cherry consumers. Overall, this article provides a first step toward understanding consumer demographics for tart cherries.