In 2004, a small group of direct-market farmers began collaborating with the co-owners of the local, independently-owned supermarket in Fairbury – Dave’s Supermarket – to initiate an “indoor farmers’ market” inside the grocery store. The farmers wanted to provide Fairbury residents with food grown locally and without pesticides, while finding viable markets for their farm products in their own community. The supermarket sees the sales of local produce from local farmers as a public relations tool to continue to draw in customers and help support their local farmers. The business arrangement between the store and farmers is simple: the farmers stock the shelves with their local products, and the store advertises and provides codes for the products to scan through the checkout lines.