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service, to reduce promotional costs, to build interest of journalists, bloggers andanalysts 7 .Very often, it is too expensive for farmers and very time consuming to maintainthe website and perform all the marketing activities connected with good electronicstorefront operation. That is why they decide to use electronic intermediaries that enablethem to focus only on their production efforts and not to bother about all the Internetmarketing activities. In this situation farmers only are to pay commissions (usuallypercentage of their sale value).This is the case of Home Grown Cow (www.homegrowncow.com), agriculturalshopping mall where consumers can buy various kind of meat. Figure 4 presents thewebsite of the Home Grown Cow.Figure 4. The website of Home Grown CowSource: http://www.homegrowncow.comThe electronic market provides farmers a full service electronic commerce saleschannel. The electronic mall was founded in September of 2010 but the mall isdeveloping very fast. This electronic market gives farmers who are interested in directmarketing of their products, an opportunity to sell online. Before emerging of theelectronic mall many farmers were not able to sell their products directly to consumers7 Treadaway Ch., Smith M.: Godzina Dziennie z Facebook Marketingiem. Helion Press 2010, pp. 86182