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The purpose of the research was to extend on previous research by studying latent consumers’ attitude to farmers’ markets. Findings will be used to improve the marketing and publicity of farmers’ markets in order to attract other consumers groups. The people surveyed were not always aware of the term farmers’ market. Some think it is a place where farmers go to buy what they need. Around 94 per cent of people who have already been to a farmers’ market will return because they enjoy the food which is fresh, different, local, etc. and to support farmers. Latent consumers think that farmers’ markets sell fresh, quality, locally produced, tastier, healthier and seasonal food. However they do not expect the food to be cheaper. The most important criteria are quality, freshness and the fact that food is produced locally. Latent consumers would enjoy supporting local producers, information about the products and how to prepare them.