In this paper we critically examine mobile markets as an emerging approach to serving communities with limited healthy food options. Mobile markets are essentially farm stands on wheels, bringing fresh fruits, vegetables and other food staples into neighborhoods, especially those lacking traditional, full service grocery stores, or where a significant proportion of the population lacks transportation to grocery stores. We first trace the emergence of contemporary mobile markets, including a brief summary about how and where they operate, what they aim (...) to achieve, who they serve, and the general constraints on their operations. We then report case study findings that examine the operational benefits and challenges of two mobile markets operating in Syracuse, New York. Our research suggests that although Syracuse’s mobile markets play a positive role in alleviating geographic, economic and social barriers to fresh food access experienced by elderly, immobile and low income residents living in Syracuse’s urban neighborhoods, the impacts of the mobile markets are dampened by both operational constraints and larger political and economic forces. (shrink)