The theme of this article is to show the development logic of rice direct marketing by farmers on the present dimension and to obtain the suggestion that rice direct marketing has stagnated from a macroscopic view. I will notice the demand structure of rice and the structure of productive force, and will take up an example of Tayagawa area, Chikusei City, Ibaraki Prefecture. Conclusions of this article are as follows. Farmers need to cut down distribution cost and to lower the selling price by developing a lot of deals. Advancement of the structure of productive force makes it possible to sell directly, and is therefore required. It is suggested that paddy fields farmers who can do direct marketing in earnest are limited by this factor.