Abstract: The development of agricultural marketing systems is very important for the sustainable improvement of rural areas. In 1985, Uchiko town, experienced a decline in farmer numbers, therefore a Farmers Discussion Group was introduced to support those farmers who had given up farming. The group organized training opportunities and visits to abroad, introduced more cash crops and promoted tourism. Because of proper planning and diversification of enterprises Ishidatami-no-yado (rural hotel), a green tourism scheme, opened in 1994 to promote the products of Uchiko town. In 1996, the introduction of Uchiko Fresh Park Karari Ltd, which is responsible for handling, processing and direct sale of the local farmers products, further improved the performance of Uchiko agriculture. The Karari sales contributed about 13.6% of Uchiko town`s Gross Domestic Product (GDP). Consequently, agriculture production revived and raised the interest of farmers. This paper highlights the influence of the Farmers Discussion Group and importance of the farmers market in the marketing of agricultural products in Uchiko Town of Ehime Prefecture.