The sale of farm produce is now increasingly deregulated and no longer under tight government regulation due to privatisation and the development of international and national markets.

Growers now have a greater variety of alternative methods for selling their produce. Many industries have set up structures and organisations to market their produce allowing them to set and maintain quality standards. This style of marketing is a variation on the theme of grower cooperatives at local or regional levels, which have existed traditionally and still thrive in some areas.

Many farmers have also been able to reduce dependence on merchants thanks to high-yield crops such as canola, which require less storage, decreasing the need for large storage facilities.

The practice of selling direct to the public continues and, in some cases, has increased as farmers become more conscious of their cash-flow needs and see opportunities that were not available under tight regulation. Other farmers are beginning to see the potential in selling farm produce such as fruit and vegetables electronically online and subcontracting delivery to other parties. Produce can be sold by private treaty (commonly fruit and vegetables) or by auction (commonly livestock).

Producers are usually bound by the same legal obligations facing all vendors in Victoria. Equally, they have the same legal protections that are available to other sellers. Farm-gate sellers also have to comply with laws that cover duty of care and negligence to people who enter their properties to buy produce.

Entrepreneurial producers who have established food sale ventures such as bed and breakfasts, wineries and restaurants, must also comply with the requirements of the Food Act 1984 (Vic) in matters such as registration, packing, labelling and cleanliness.