Some consumers spoke about the beauty of food, and how much they enjoyed the aesthetics of farmers market stalls and heaps of produce. C1 said that the food at farmers markets “aesthetically suits” her. C6 said that one of the things she loved about her CSA was the “beautiful baskets brimming with delicious produce” that she received. C4 said that if we created any kind of online system, she would go to the site if we “visually made it really easy to eat.”

It was clear that  consumers loved farmer's markets and CSA boxes not only because of the reasons mentioned in other sections, but also because the visual element of boxes and bins of fresh food made them feel good