Direct marketing of farm produce through farm stalls is a highly discussed subject among urban and agricultural geographers in Europe and North America. This practice results from the farmer's evaluation of marketing opportunities presented by urban sprawl within the rural-urban fringe. In South Africa, however, this spatial interaction phenomenon between the agricultural sector and the urban structure has not received much research attention. The purpose of this study is to determine the structure of the management system and entrepreneurship with respect to farm stalls in the South Western Cape, to determine the spatio-temporal diffusion as well as the influencing factors on the location of farm stalls, to identify certain characteristic product features as well as the behavioral patterns of the customers, and to assess the role of farm shops against an economic, tourism and aesthetic backdrop. Data has been analysed cartographically and correlation techniques were performed to reveal spatial trends and relationships between the relevant variables.