New transitional pathways in direct marketing of food: Case study on farmers' markets in the Czech Republic

The paper focuses on the phenomenon farmers‘ markets in the Czech Republic. Boom of the farmers’ markets is used as an illustration for ongoing transition process within agrofood regime. The paper provides information about the incumbent regime (based on sale of food via large retail chain store) and the alternative initiative and its logic. The farmer’s markets have developed from previous marginal activities framed by the alternative food networks. Using the secondary sources and empirical material (16 interviews) there is in details described the mechanisms of anchorage that enables the initiative to gain new position in the regime. The analysis shows that the success of the initiative has been conditioned by several factors that have aligned and created a stable structure in the regime.