This article examines the engagement of consumers in alternative direct selling systems: community-supported agriculture (CSA) programmes. It relies on an ethnographical study and the use of an anthropological analytical framework, cultural theory, which aims to shed light on the worldviews of actors. CSA programmes appear as community enclaves that operate outside and against the market. The analysis also reveals the coexistence of different cultures within the CSA movement. This diversity of worldviews generates tensions but their complementarity proves to be positive for the movement.