Marketing of small farmer produce has been fraught with many difficulties and disappointments despite concerted efforts of government, non-government and private sector organisations and development corporations. There are many and varied reasons for this, one of which is the lack of appreciation of the culture, customs and traditions of the small farmer. This paper draws on experiences from a rural area in Mpumalanga Province to describe the influence of tradition on the production and marketing of small fanner produce, problem areas, and possible solutions by evaluating critical criteria in the light of traditional values. These criteria include training, information systems, market structures and product research and development. The need for a closer relationship between small fanner and advisor is identified as a key to the sustainable use of resources for the long-term human and economic stability of rural communities and the country.