<p>While fresh vegetables (FVs) consumption is essential for public health, some high-profile outbreaks that cause severe illnesses are related to their consumption. To illustrate, the Center for Disease Control (CDC) and Prevention has estimated 48 million cases of foodborne illnesses in the U.S. per year; of them, about 46% are associated with FVs. The economic impact of food safety issues, estimated at $51 billion annually, is due to medical costs, productivity losses, and loss of consumer trust (Hoffman et al., 2021). </p> <p>The proliferation of risk mitigation methods (GAP, HACCP), food safety policies (FSMA), and information (labels, media, government) out in the market today, suggests that the way consumers understand food safety might be different from what policymakers, researchers, and retailers try to communicate. In addition, consumers' heterogeneous perceptions and beliefs can make communication with policymakers, researchers, and industry stakeholders ineffective when assessing food safety risks. </p> <p>Given the high demand for FVs and the communication mismatch with consumers, it is crucial to understand how consumers value food safety when purchasing FVs. This study clustered FVs consumers based on their food safety concerns. First, a Principal Component Analysis (PCA) identified the most relevant food safety dimensions. Later, using the food safety dimensions, this study segmented FVs consumers based on their food safety concerns. Finally, through a Multinomial Probit model (MNP), this study provided the main factors driving cluster membership.</p> <p>Our results suggest the existence of four segments of FVs consumers: “Worriers” (45% of our sample), who highly valued all the food safety characteristics when buying FVs. “Labelers” (20.3% of our sample) mainly valued attributes related to nutritional and environmental characteristics. “Pretty Vegetables” (17.3% of our sample) searched for the best and safest produce possible. Lastly, “DIYers” (17.3% of our sample) valued the least variables related to convenience in FVs. Finally, some of the main drivers of cluster membership were related to demographics, consumption, information sources, and perceptions about food safety of FVs consumers. These results can help policymakers, researchers, and retailers communicate food safety information more efficiently among different segments of consumers.</p>