The focus of this study is direct marketing of produce from an urban market garden. Rather than discussing broad issues of direct marketing, we use a case study to frame the decisions a market gardener is likely to face in developing both production and marketing plans. The garden featured in this study is located in Seattle, Washington, a city with a very active direct marketing culture. The study covers several of the decisions that market gardeners must consider when determining their marketing plan including production plans, current and projected market conditions, and specific marketing plans. (Contains 3 tables, 1 figure, and 8 footnotes.)