An educational program and on-line resources were developed by a team at Rutgers Cooperative Extension to identify demographic areas in the State of New Jersey where demands of specialty produce would be in high demand due to ethnic food preferences. The target audience for this program was agricultural service providers and Extension personnel. The goal was to teach how to use population demographics information and market analysis strategies to improve education for farmers. Often, traditional agricultural service providers and Extension personnel have been trained in production methods to assist farmers in growing successful crops. However, training is also needed on marketing and more specifically, on how to help farmers find new markets. The target audience learned how to couple demographic information with ethnic and high value crops in demand from diverse populations so they can better help farmers answer the question, “What can I produce to make money?” Communities with ethnic-centric populations have demands for unique farm products, which are not easily accessible, can be produced from a local source, and farmers are willing to sell to unique markets if the potential exists. Twenty-one agricultural service providers and Extension personnel were trained to utilize resources from this program found at http://sare.rutgers.edu/market-research.html. Of the 21 trainees, 4 adopted the tools learned to provide outreach to extension clientele. Education for this program continues, since resources were completed and released in spring 2019.