The conditions of the pandemic are increasing the urgency of food security challenges. Ecologically friendly food is of great importance, which is now perceived by the consumers not only as a fashionable trend in a healthy lifestyle, but also as a necessary condition for maintaining health, immunity and restoring the body after illnesses. In the article, the authors draw attention of readers to the role of local farmers producing environmentally friendly food. The interactions between consumers and local farmers not only create opportunities to overcome the economic crisis caused by the pandemic, but also form the basis for social interaction in the context of sustainable rural development. The aim of the study is to determine the role of local farmers in the formation of a sustainable agrifood system, as well as to identify the prospects and barriers to its development in Russia. An analysis of the legislative regulation of the production of environmentally friendly products reveals a virtually two-stage system of transition to green technologies in agriculture: products with improved environmental characteristics and organic agriculture. As a result of the study, among the opportunities for the development of local farmers, the growing interest of consumers in healthy eating, the development of digital technologies that allow organizing a communication environment for farmers and ensuring short supply chains of farm products to the final consumer are highlighted. Among the barriers to development, the limitation of demand due to the low standard of living of the country's population and the shortage of workers, which intensified during the pandemic, are highlighted.