Rising food prices have contributed to an increase in the number of food cooperatives in the United States. The present study was undertaken to learn more about the characteristics and motives of food co‐opshoppers at large supermarket cooperatives with paid staff and a full product range and small participatory co‐ops with volunteer workers and selective merchandising policies. Customer counts and interviews were conducted at participatory and supermarket co‐op stores and nearby commercial supermarkets in Northern California and in New York State. Shoppers at the participatory co‐ops were found to be young, well‐educated, ethnically homogeneous, non‐affluent, and motivated primarily by low prices, food quality, natural food and co‐op philosophy. Customers at supermarket co‐ops tended to be more diverse in age and ethnicity, well‐educated, with eclectic food tastes, and motivated primarily by convenience, low prices and co‐op philosophy. Customers at near by commercial supermarkets were also heterogeneous in age and ethnicity and motivated primarily by price and convenience. The implications of the different customer populations and motives for the future of food c