The Food Choice Process Model (FCPM) was developed in the 1990s to provide a constructionist model of personal food choice. Today, with growing consumer demand for locally sourced farm products, the FCPM must be revisited to explore how it can accommodate evolving food values. To use the FCPM as a guide in exploring and understanding the food values consumers in New Brunswick, NJ apply when considering the purchase and consumption of value-added products (VAP) sold at local farmers’ markets. Semi-structured focus groups were conducted by a trained moderator and translator with urban residents in the New Brunswick community. Participants spoke either English or Spanish as their primary language. Interviews were audio recorded and transcribed verbatim. Qualitative content analysis was performed by 3 trained researchers. Constructs from the FCPM were adapted and used as a priori themes. Upon analysis, researchers identified a posteriori themes; when discrepancies arose with initially coded themes, new themes were developed as appropriate. All supporting quotes were systematically recorded using Microsoft Excel. Four community focus groups (33 total participants, 73% female) were conducted. Cost and quality were the most impactful food values when considering VAP, with each theme being supported by over 30 quotes among the 4 interviews. Three a posteriori themes were identified that lay outside the constructs of the original FCPM: seasonality (ie, summer versus winter), familiarity (with brands, farmers, processors), and social value (ie, supporting local business and food equity). Imagining a new food future requires reassessing the values people have regarding new food products, particularly in novel settings such as farmers’ markets, and adapting keystone theoretical frameworks like the FCPM as needed. This allows for community partners, like local farmers and non-profit organizations, to create VAP that increase food access and strengthen local food systems in urban communities. United States Department of Agriculture - Agricultural Marketing Service (CFDA #10.172, Local Food Promotion Program).