To capitalize on potential opportunities presented by growing consumerdemand for locally grown foods, farmers need insight into significantmotivations and behavioral characteristics of consumers in their region.This article aims to evaluate the characteristics of southeastern urbanconsumers who purchased food directly from producers. Novel study findingsinclude the impact of disease incidences that occurred in respondent andrelated family members, a more accurate understanding of U.S. agriculture,relatively higher levels of concern about U.S. food safety, and greaterphysical activity levels, which are significant motivators of increasedlikelihood to purchase direct from producers.