Acceptance of SNAP benefits has increased in farmers’ markets (FM) over the years. However, getting SNAP recipients to take up the opportunity of extra dollars for healthy food options remains a challenge. Thus, we tracked the use of the Double-up Food Buck (DUFB) program among SNAP recipients who visit participating FMs in Utah to understand the unique characteristics of the program users. Our results identified varying types of program users (multiple and single market shoppers, more frequent and less frequent shoppers). While our findings indicate a higher DUFB transaction in token value among frequent users, larger markets are more likely to have higher DUFB transactions with a higher number of market visits compared to smaller ones. In conclusion, while all types of users may add to the total revenue generated by participating FM, additional initiatives are required to encourage frequent visits and uptake of the program for better access to healthy foods.