Resumen
The purpose of this research paper was to examine the consumer rewards and costs of having direct interaction with a farmer at a farmers? market. This analysis sought to deepen our understanding of the interpersonal benefits and costs of this direct exchange. This research uncovered several themes that encapsulate the customer experience regarding direct, face-to-face communication with the farmer. These included the importance of face-to-face communication, friendship, trust, customized service, accountability, and regularity. Negative aspects of direct consumer-farmer interaction included obligation, guilt, and rude farmers.