Although many consumers perceive locally produced, fresh fruits and vegetables to be healthier, they might not have the knowledge and skills to retain optimal nutritional quality following harvest or purchase. We surveyed Ohio farmers market consumers' and managers' knowledge and interests related to maximizing nutritional value of produce. Consumers and managers lacked knowledge but were interested in the topic. Respondents were concerned about chronic health conditions and how foods and nutrients might prevent them. The perspectives and knowledge gaps of the target audience will assist the development of educational materials and strategies.