Abstract: The “direct farm program” sets up the platform for high quality produce to enter supermarkets，integrating production and marketing under the condition of marketeconomy，realizing the winwin situation for merchants，farmers and consumers. It is generally believed in academic circles that “direct farm program” is a revolution in agriculture. But the implementation failed to take significant effect. Therefore，it is necessary to explore the causes which affect the rapid development of “direct farm” in China with consideration of the situation of agricultural product market in China. The study reveals that “direct farm” does not fit in China，and that multilevel produce distribution channels like wholesale market and neighborhood wholesale stores apply better to China’s situation.

Key words: direct farm program, special farmers’ cooperative, supermarket, produce, produce wholesale market