Narrowing the food supply-demand gaps between urban and rural areas within a regional space has today become a serious challenge due to the growing urban population. Resultantly, urban markets are increasingly being dominated by industrial food chains, despite their negative socio-environmental impacts. To address this issue, this paper discusses the need and significance of ‘Collaborative Food Alliances’ (CFAs), which promote the direct supply of food products from rural farmers to urban residents through improved producer–consumer relationships.