Against the background of the regionality of food, the resistance of the supply systems and the different types of farms, the project addresses several questions. For example, it is to be investigated how farm types can better use the potential of regionality in their direct marketing concepts. In addition, the structure (i.e. the types of farms and the range of products) of direct marketing by farmers in Austria is to be improved and presented in a comprehensive and clear manner. Furthermore, it is to be shown which forms of direct marketing are promising from the customers' and suppliers' point of view. Finally, digital tools in the context of direct marketing will be examined for their suitability to successfully support the customer-producer relationship.