Indonesia's potato industry is undergoing a rapid transformation, presenting producers with new and more profitable opportunities to participate in modem food retail channels. This study explores the ways producers can enter modem chains and how various channels suit the individual characteristics of different producers. We surveyed three groups of farmers in the largest potato-producing area in Indonesia. This article provides a conceptual model and an empirical analysis of the buyer­ seller relationship in the potato industry in Indonesia. Using multivariate analysis of variance (MANOVA) and linear regression methods, the study reveals that flexibility and dependence are determinate factors of trust.