Family farming in Brazil has been responsible for most foods that come to the table of the population, despite the weak state support it has received throughout its history. In order to offer better opportunities to this segment, a set of policies was created by the National Program for Strengthening Family Agriculture (PRONAF), in 1996. Among the latest strategies to support this initiative there are the direct state purchasing programs, which paved the institutional market for the products of the family farm. This study discusses the opening of this perspective of 10 associations and cooperatives of small farmers in the southwest region of the state of Sao Paulo. It was found that, by securing a significant portion of the annual income of farmers involved in the project, such policies are achieving positive results, and good prospects.