A survey of 513 New Hampshire residents conducted in February 2017 has revealed that about 84 percent of respondents have shopped, and close to 16 percent have never shopped, at New Hampshire farmers markets. Support for local agriculture and quality of products were the main reasons customers gave for shopping at farmers markets. The absence of farmers markets and lack of awareness of such markets in their area were the reasons provided by those who have never shopped at farmers markets. Product quality, market location, and product variety were very important factors in customers’ decisions to shop at farmers markets.