It is not specific to farming. Handmade, artisan stuff sells well, even when it is objectively worse. And in general, people are more sympathetic to small businesses than big, faceless corporations. We value the human element I guess.
As for food, we tend to equate big farms with everything bad with current agriculture, even if it doesn't have to do with it: crops bred for yield instead of taste/nutrition, monoculture with pesticides/herbicides, ... It is partly true because small, traditional farms then to focus on quality and ethics/sustainability/... rather than price, because they can't compete on price.