Very few studies have examined the reasons consumers attend Australian Farmers’ Markets. This empirical study uses four benefits, articulated in the Australian Farmer’s Market Association Strategic Plan (2017-2019), to organise and identify consumer motivations at the Byron Bay Farmers’ Market. Consumers are the focus of this paper, which draws on the concepts of alterity and embeddedness to reveal a range of motivations and consumer engagement. The findings reveal a surprising mix of reflexivity and re-embedding shaped by both regional culture and individual motivations. Common across all participants was a sincere commitment to the local community and their attachment to ethical consumption.