An increasing number of urban residents are interested in freshly harvested farm produce, as ideas of eating locally produced foods, promoting dietary education, and reviewing the significance of slow food have been prevailing in recent years. Against this background, many temporary produce stands have been set up in urban areas, which are now commonly visited by city dwellers. Focusing on the newly-emerged food distribution system, this study is aimed at clarifying the social significance of such farm stands in a large city, which are run with full support from operators, and to explore their social roles, as well as those of venue administrators and vendors. Among these farm stands, defined as “marches” in this paper, eight marches in Osaka City were picked out as subjects for this study. Based on a hearing survey of operators at the sites, it was found that “marches” hold a great social significance in the following two points: offering opportunities of urban and rural exchanges, and creating new marketing channels from producers to consumers. In addition, it was proven that “marches” are divided into two types: one where the initiative is taken by operators, and the other by venue administrators.