This essay aims at analyzing the specificity of marketing systems which include Family Farming. We study the Fair in Villa Rio Hondo (Santiago del Estero, Argentina) in order to identify the actors, their organization and their potential. On the one hand, the article attempts to explain certain processes aimed at achieving regular level of production and income generation by building short circuits, interpersonal trust, craftsmanship, added value, care of nature and production from local resources (endogenous). On the other, the fairs have functions beyond marking because they constitute a public space which (re) construct identities and memories of the producers. We used interviews in order to investigate the meaning attributed to the fair, looking for heterogeneity of the informants, different strategies deployed and the trajectory of the farmer.