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In the literature, food retailers have been studied mainly through the evolution of fixed stores or the renewal of relations between producers and consumers. This paper deals jointly with these two topics, by analyzing the place of proximity chains within the surrounding agriculture in the commercial foodscape of a small town in the wine-growing and tourist hinterland of Montpellier (south of France). Combining mapping and landscape analysis, as well as surveys through questionnaires and interviews, this article shows that the banalized commercial fabric coexists with a diversity of proximity chains that are part of the process of food relocalization. Although little visible and selling small volumes for the most part, these proximity chains contribute to maintaining the links between this small town and the surrounding agricultural areas. Most of them prioritize a geographical and relational proximity, some of them a more alternative proximity, through an activist approach. They draw out a supply territory corresponding to the perimeter of the rural Pays, thus confirming the scale chosen for the territorial food project.