ABSTRACT
Consumers are increasingly becoming more interested in the food chain, particularly in terms of organic farming, the use of pesticides and the freshness of products. This has led to an increase in the number of farmers’ markets as events where consumers can interact with vendors, many of whom are family businesses. The main aim of this chapter is to add to our understanding of the role of events management by family farms at farmers’ markets by focusing on the process of sustainable entrepreneurship. We employ a multiple case study design to describe two marketing strategies: developing social capital and ethical consumption. Qualitative data in the form of in-depth interviews of family businesses at farmers’ markets located in Melbourne, Australia are analysed. Implications for farmers’ market event managers, family businesses and suggestions for marketing policy planners are stated.
