Who are the customers shopping at these markets? It takes only a trip on an early Saturday morning to see that many of the customers are senior adults, people who may have health problems and mothers with young children all shopping for foods they perceive to be healthier and safer than those you buy in the grocery store. This means that many of the customers may be in population groups most at risk for foodborne illness and the serious complications that can be associated with it. What is often casually observed is an attitude, not just among consumers but among farmers and market managers as well, that “It’s locally grown…I know that farmer…It’s organic…so it is healthier and safer than what I could get at the store.”