Although the majority of contemporary consumers purchase goods from commercial supermarkets and grocery stores, the Minneapolis Farmers' Market continues to flourish. Why? Because it has an advantage over supermarkets: the Minneapolis Farmers' Market is personal.

Through personal contact with vendors, a market shopper has direct access to product information. A market shopper can discern a product's freshness, how it was grown or produced, and its proper preparation or care. The customer can question a vendor directly about their product's quality before making a purchase. A supermarket shopper must simply trust the shelves.