The initial target market for the Farmery will be food enthusiasts, otherwise known as "foodies", and independent restaurants. A recent report by Simmons research estimates that 14% of the American population now fits into this growing category "foodie". The Farmery will also sell to the abundant independent restaurants in metropolitan areas, each Farmery location will only need a small percentage of the local foodie population to thrive.

"Foodies": Foodies currently have to make a compromise between organic and local, so much so that it is often debated on blogs and in food magazines. Foodies have another dilemma, because of their typically busy lives; the farmers market hours and location are an inconvenience and often shop at natural food stores where the selection of locally grown products is limited. The Farmery solves these problems by locating in urban neighborhoods and offering only only locally grown products year round.

Independent Full-service Restaurants: Locally grown food was named as the number one trend in food by a survey of the American Culinary Association by the National Restaurant Association. The dilemma that faces many independent restaurants is an inconsistent supply of locally grown produce and strained relationships with farmers due to the location of the farms being outside metropolitan areas. The Farmery gives independent restaurants the promise of a steady supply of produce and the ability to respond quickly to the restaurants needs because of the close proximity and the continual, year round growing process unnaffected by changes in climate.

The following are factors that affect the locally-grown purchase decision for restaurants and consumers in the Farmery's target market:

Foodies: Moral Obligation, Taste/Freshness, Shopping Experience, Concern for the environment, Civic duty/Provenance, Personal Health, Safer

Restaurants: Credibility, Customer service, Flexibility, Reliability, Variety, Convenience