In recent years innovative approaches have emerged across the United States and Canada to improve access to healthful foods. Mobile markets—traveling food retailers that specifically target food deserts—are one such strategy. Given the recent emergence of mobile markets, and their positioning as a solution to disparities in food access, research is needed to understand potentials and limitations of the model. In this article, we report on findings from a survey of mobile market operators in the United States and Canada. Results identify tensions between the intended goals of mobile markets and constraints of the model itself. Further study, including applied research, is needed to better understand potential opportunities to strengthen mobile markets as an intervention strategy.