The crowds keep building: hundreds of Greeks are queuing up to take part in what they're calling the "potato revolution".
It is a simple idea with simple products.
Thousands of tonnes of potatoes are sold directly from the farmer to the consumer, cutting out the costly middleman and so slashing prices by more than half.
The seed of the potato movement was planted in northern Greece a few weeks ago and is proving so successful that it's now come down to Athens, growing ever more popular as Greeks struggle with the worst recession in modern history.
"Salaries are very low, taxes are very high and the price of products doesn't seem to follow," says Sofia Manidou, one of those waiting in line.
"We have to pay a lot of money for basic products like potatoes. This is the potato revolution and we hope to see revolutions of other types of food too because we are in great need of this."
And that now seems likely, with similar schemes in the pipeline for rice, flour and olive oil. It's a movement that benefits both sides, with farmers earning for what they produce, without paying large intermediary fees to wholesalers.