The WPFM promotes the following values

Local, environmentally-responsible food. The WPFM emphasizes sustainably-grown and nutritious local foods. Farmers who grow our produce and processors who use locally-grown ingredients in their products will find a space to sell their products directly to local consumers.

Small business entrepreneurship. The market provides opportunities for regional farmers and food producers to sell directly, educate the public about sustainable nutrition, and build relationships with residents. Local crafters, entertainers, and service providers also have a place to promote their businesses and engage with market-goers.

Community cohesion. The market allows local vendors and residents to come together around shared interests of healthful food, a robust local economy, and neighborhood togetherness. The market encourages local engagement and promotes the identity of the Wicker Park neighborhood.