The number and popularity of farmers' markets in the United States have grown concurrently with organic production and consumer interest in locally and organically produced foods. This research describes the significance of farmers' markets as market outlets for many organic farmers, and recent shifts in relationships between organic growers, market managers, and customers. Market managers in more than 20 States answered questions by phone pertaining to the 2002 market season. Their responses provide insight into recent grower, manager, and customer decisionmaking and attitudes about foods advertised and sold as organic at farmers' markets. Specific areas of interest include participation of organic farmers in markets, demand for organic products, advertising strategies used to highlight organic products, and price premiums charged for organic products.