Growers selling at Certified Farmers' Markets include both small and large commercial farms. Many sell at more than one market, traveling over 200 miles each way. Profit was the main reason.

This study was funded by the Cooperative Extension Rural Development Program, Department of Applied Behavioral Sciences, UC Davis. Support and cooperation were also given by the Direct Marketing Program of the California Department of Food and Agriculture, California Direct Marketing Association, Southland Farmers' Market Association, and Bay Area Marketing Group. Photos by the author.