Many farmers, government officials, and rural advocates are enthusiastic about the prospects of direct farm marketing for bolstering farm income and promoting rural development. Direct marketing plays a role in rural development by encouraging a climate of entrepreneurship and innovation, attracting agricultural tourists, and promoting alternative forms of agriculture. However, an analysis of 1992 Census of Agriculture data indicates that the income from direct selling is relatively small and limited to communities near urban areas. Communities in remote locations need to make a concerted effort to benefit from direct marketing.