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This article examines the emergence of new supermarket actors involved in local farming ; on the basis of a case study on the O’Tera stores in Nord-Pas-de-Calais, conducted by a team of researchers from a variety of laboratories in the region. Can these stores reshape the market relations between towns and an agriculture whose dynamics is instrumental in co-producing countrysides ? What are the relationships between these newcomers and their agricultural partners, the impact on customers’ behaviours ? Is it accelerating the processes of insertion farmsteads in their marketing territory or, on the contrary, is it an aggressive way of capturing the value generated by the new craze of city-dwellers for relocating their food supplies ? These short food supply chains often raise interest, and sometimes opposition, because they are a new type of linkage within food systems. The new practices introduced by the marketing strategies of the “farm supermarket” upset the balance by applying supermarket know-how to short circuits as well as marketing processes, and are a challenge to existing networks for market control. The study on both producers and customers makes it possible to sketch out the overall trends in the evolution of that type of firm (a hybrid model) and to point to a certain number of short and medium term effects on agricultural dynamics.