The structural change of Austria`s agriculture causes a loss of jobs and rural exodus. Strategies to strengthen socio-economic competitiveness are needed. Regional "food systems" could contribute to that goal by increasing the regional value and offering farmers a fair price. This thesis explores the potential of regional "food systems" and the willingness of farmers to direct marketing in cooperation with the LEADER Region Kamptal, who was the initiator of this thesis. A model was created to explain farmers willingness for direct marketing. It assumes that the willingness is affected by the potential of innovativeness, the economic situation, the structure of the farm and the distance to the market. The review of this thesis was done by a regression model and bivariate correlation analysis. The sample covers 45 farmers of the region, which allows no statistical significant evidence about the population of farmers in this area. Although the model was tested with a regression model, but also with bivariate correlation analysis. The coefficient of the regression was 59 % with a statistically significant correlation between the types of farms (permanent crops), the degree of diversification in marketing and the willingness to direct marketing. The bivariate correlation analysis shows a positive correlation between the economic situation of the farm, the farm type and the willingness to direct marketing. Furthermore the thesis gains information and insights to the attitude of farmers and direct marketing in the region. According to these results, a potential for local "food systems" is given. To use synergies and increase the communication between consumers and producers it is suggested to build a network and cooperate. Creating a win-win situation for both, producers and consumers, by offering needed products for a fair price, could contribute to an improvement for the development of the region and sets endogenous strengths free.