Regardless of their exact job titles and functions, it was blatantly apparent that retailers are busy people. "I run the dish, I write the schedules, do a lot of menu writing, I teach people how to cook, I keep close inventory, spend lots of time talking to farms, farmers market, Monterrey Market, I do the menu meetings... I do everything... I go to Target if I need pens...etc" (R2).

Retailers are also social people. They communicate face-to-face with actors in the food community at weekly markets or events and are on the phone a lot. They spend a lot of their free time exploring other’s menu’s or listings, going to food-related events, and talking to their foodie friends. They care about the people from whom they receive food, their families, and the organizations or families to whom they distribute food. Indeed, it became clear that, because of the significant investment in time and enthusiasm required, the majority of retailers had to be social and cultivate trust between themselves, their purveyors and their customers, as an integral part of their strive for a successful venture. Success was defined in a variety of ways; see Varied Priorities for more detail.  Most enjoy these interactions, but this popularity can sometimes become overwhelming. R5 notes that there are times she has to hide: “I need to just make myself and invisible and get my work done.”