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Farmers’ Markets as a Business Model Encouraging Sustainable Production and Consumption

Abstract The current study discusses the role and the importance of alternative food networks, farmers’ markets in particular, for sustainable rural development through the example of Bulgaria. Farmers’ markets are considered as a sustainable business model of networking which encourages production and consumption of local food of healthy origin adhering to high standards for quality and safety, building society and trust and encouraging development of rural regions. The case of Bulgaria is scrutinized in the context of the support for local food and short supply chains anticipated under the national rural development programme for the period 2014–2020 and the current state-of-art and capacities of available farmers’ markets. Some good practices are analyzed and presented establishing a new type of relationships between producers and consumers of farm products proving that farmers’ markets could be efficient incubators of local businesses and new relationships with end-users. Conclusions are made on nature, objectives and functioning of farmers’ markets, challenges and problems in their promotion, support and encouragement.