The article is organized in four sections. The first one is dedicated to the presentation of the definition of the term “farmers’ market” and to the illustration of its principal characteristics. In the second section, we will analyze statistical data concerning the diffusion of the Farmers’ Market movement in the USA and in Europe, with a particular focus on the Italian context. In the third section, we will present briefly the history and the main developmental phases of the Farmers’ Market in the City of Cesena (a medium size town in the North-East area of Italy). The fourth section is dedicated to presenting and commenting on the result of an exploratory survey with a sample of 50 customers of the Cesena’s Farmer Market. In the conclusion, we summarize the line of thought developed during the article and present some final remarks.