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Family Farmingmexicotraditional commercial channels do not guarantee small-scale Farmers adeQuate earnings, unlike a market in which producers and consumers can Foster a relationship based on mutual trusta diRect lineana g. caldeRón, l.n. mónica aRellano gómez, eduaRdo coRRea palacios40 almanaCMexico is the 14th largest country in the world. According to the Mexican Sec- retariat of Agriculture, Livestock, Rural Development, Fisheries and Food (SA- GARPA), in 2013, 11% of the country’s area was used for agriculture and food production. 75% of agricultural produc- tion in Mexico is seasonal; most of the farming is family-run. According to a study on family farming in Mexico, car- ried out by the FAO and SAGARPA in 2012, 40% of “rural economic units” have business productive potential, as long as they have an average production area of between 3 and 4 hectares per head, and an average of three or four working fam- ily members. Almost one in four of these family farms is run by women, and be- tween 11% and 39% are run by speakers of an indigenous language.conSciouS conSumerSWhen it comes to consumers, an increasing interest in “healthier” foods can be seen for various rea- sons: they are more natural, their ecological footprint is lower and they are often organic. Unfortunately so- called “co-producers”, committed to supporting producers, are still a minority. Many consumers, de- spite showing interest in this type of food, are still reluctant to pay higher prices. However, it is also often the case that buying goods directly from producers softens the perception of price mark-ups, as the consumer appreciates having fresh, local and organic products. These are some of the factors that led to the creation of the Mercado el 100.On September 5, 2013, the Slow© arChIVIo Slow Food