In areas where farmland is under heavy development pressure but where farms are too small to compete in major marketing channels with larger farms in other regions, producers must use channels that capitalize on their proximity to consumers. This advantage is greatest for fresh fruits and vegetables, provided farmers understand their urban customers' purchasing preferences. This study interviewed more than 600 customers at farmers' markets and supermarkets in six urban and suburban communities in eastern Massachusetts and at agricultural fairs. Respondents were asked about their reasons for purchasing fruits and vegetables at various sites, about their preferences, if any, for produce grown locally, and about changes that might cause them to purchase more local produce. The results suggest that for local origin to be taken into account by consumers, the produce should be sold in a locally oriented environment, e.g., a farmers' market. Although the particular supermarkets in this study featured locally grown produce in their advertising, this seems to have had little effect on consumers' buying. Conversely, consumers' highly favorable opinion of farmers' markets involved several factors besides the localness of the produce in a purely geographic sense. These included the pleasant environment, the (presumed) short time since the produce was picked, and the opportunity to purchase directly from the producer in a face-to-face transaction.