The Beijing Farmers’ Market presents the opportunity, 3-4 times a week at varied locations in Beijing,for producers and consumers to experience direct exchange. Consumers receive fresh, local food with a transparent ‘history,’ while farmers receive fair price for their high-quality products. More importantly, personal interactions at the point of sale transform the market into an instrument to reinforce common notions of community, as well as beliefs about ‘good’ food in every sense of the word.