Family farming practiced by the indigenous communities of the Cotacachi canton is characterized by being on a small scale, the use native seeds, led mainly by women, production is used primarily for self-consumption and a small amount intended for commercialization. With these characteristics, there were many difficulties to market their products at a fair price, there was no specific marketing mechanism for the producers. In 2006, the Union of Indigenous Peasant Organizations of Cotacachi, Ecuador in collaboration with the Community Organization of Andean Women began the peasant fair to sell directly to urban consumers. The objectives of this initiative include: generate economic income for farmers, especially indigenous women; promote a short marketing circuit for agro-diverse farms and promote peasant enterprises/companies that add value to the production of agro-diverse farms. Core components include: short marketing circuits - peasants' fair led by indigenous women, added value to native crops from agro-diverse farms and peasant business management. The initiative has had the following key outcomes: a peasant fair in operation, with the infrastructure of the peasant organization located in the urban part of the city of Cotacachi; 350 farmers, 85% being women, are selling their production directly to urban consumers; community organization of indigenous women has been strengthened; there is an increased income by 30% in participating families and two peasant enterprises that add value to native crops in operation.