The global discourse on food sovereignty suggests several mechanisms for improving food security and agricultural livelihoods, including redistributive land reform and restructuring of markets to improve food distribution and access. In Brazil, the Fome Zero (Zero Hunger) social welfare programme has created innovative links between public nutrition and food security programmes and rural development initiatives through mediated market support for the family farm sector. We report on a participatory assessment of the experience of land reform beneficiaries in seven municipalities in Mato Grosso, Brazil, who were contracted to produce food for the Programa de Aquisição de Alimentos (Food Procurement Programme, PAA) and the Programa Nacional de Alimentação Escolar (National School Feeding Programme, PNAE) under the umbrella of Fome Zero. This analysis offers insight into the opportunities and challenges related to participation in mediated ‘farm‐to‐institution’ food procurement programmes, and assesses their influence on key food sovereignty principles, including agro‐ecological transition, increased market stability and farmer autonomy.