This paper aims to study how customer satisfaction (CS) affects sales performance (SP) in u-pick berry farms in New York State. Even though CS has been a topic studied in marketing for a long time, there is very limited literature applied in u-pick operations. A survey was conducted in 6 u-pick berry farms from strawberry harvesting time (June 2019) to blueberry harvesting time (July to August 2019). Principal component analysis was used to summarize satisfaction attributes into three factors named experience, retailing service and convenience. Then, a discrete choice model was applied to investigate the relationship between factors and overall CS. An Ordinary Least Square regression model was used to understand how satisfaction factors affected SP. This paper could be beneficial for u-pick berry farms to improve their SP and make better strategic marketing decisions, while suggestions for u-pick farms can also be extended to other Direct-to-Consumer marketing channels.