Farmers' markets: the small business counter-revolution in food production and retailing

This paper explores the rationale for, and development of, farmers' markets in New Zealand. It examines the entrepreneurial demands required of farmers, growers and producers in order to succeed in a David and Goliath contest. The consumer needs met by farmers' markets are also explored. The research is viewed in the context of the dominance of globalised agribusiness in the food production and retailing process.