Many in Virginia feel the state's 40,000 farmers do not have a competitive advantage producing raw commodities. A potential niche for many is selling products directly to consumers-especially with the increasing urban demand for farm fresh products in Northern Virginia. ustainable agriculture is a responsibility of the Division of Marketing. Virginia has organized sustainable agriculture marketing around the formation and staffing of various boards and "commodity groups" who press for change in the state, according to Kathy Belcher, Marketing Promotion Specialist. VDACS has assigned a marketing promotion specialist to assist farmers attempting to market directly to consumers. This has resulted in the establishment of a new commodity group:Virginia Direct Marketing Association (VDMA). VDACS publishes a cataglog, a guide to direct marketers. (Virginia Grown) and assists VDMA in publishing a newsletter.