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If you want to talk to some credit card processors directly, there are literally dozens of processing companies to choose from. Major banks such as Bank of America, Citibank, Chase and US Bank all offer merchant services. There are Independent Selliing Organizations (ISOs) and their agents which sell credit card processing services to merchants. They can sometimes help you wade through the complicated application processes and red tape, but the downside is they also usually only represent one processor, so there is little incentive for them to provide you with their best rates.
Some merchants, like those at farmers' markets and others that need to take their credit card processing with them, may want to consider mobile credit card readers over traditional processors. Devices which plug directly into a smartphone or tablet so you can get paid by your customers anywhere you go.
Other merchants are considered to be higher-risk by the underwriters as they operate in higher-risk sectors. Some of these sectors might not seem to be obvious, like nutritional supplements, but the rates are slightly higher and it is important your acquiring bank has to have experience in your sector to ensure a good, long-term relationship.