Urban farmers markets present a unique opportunity for local growers to market and sell their fresh produce to a high volume of customers. However, urban markets also present a distinct set of challenges, one of which is the ability of farmers to meet the needs of a diverse urban customer base. The New Brunswick Community Farmers Market’s three-phase “Market Ambassadors” project was designed to identify fruit and vegetable preferences of the greater New Brunswick, New Jersey community; collaborate with local growers to provide the produce desired by customers at the market; and promote the availability and affordability of fruit and vegetable varieties to the greater New Brunswick community in order to increase customer traffic and sales for market growers. This presentation will share the fruit and vegetable preferences identified by the urban community surveyed. Growers will have the opportunity to glean potential new opportunities for urban crop production and marketing.