The recent boom of urban agriculture is largely being led by beginning farmers, many of whom seek to make a living as well as a difference in their communities. Some of their needs are unique to their urban environments, but many are universal to the beginning farmer experience. Based on an 18-month national study of commercial urban farming including interviews with over 160 experts and visits to scores of urban farms, this workshop will describe the needs expressed by urban farmers and those who work with them, and how service providers can find, serve, and advocate for urban farms. We will also discuss how urban farms can support their rural counterparts, making a case for service provision in city and country.