Policies to stimulate the modernization have not achieved the small family farm producers, and many of them have started to consider the agroindustrialization as a productive alternative as well as  a  source  of  family  income.  However,  the  challenge  is  the  commercialization  of these products,  considering  that  most  of  these  negotiations  is  done  informally  (besides  the health record, many products are still not labeled approperly) the production scale is reduced, so the solution is to send the products to the local markets, free fairs, direct sales to consumers in  their houses  or  to  the  rural  property  market.  In  this  sense,  the  scope  of  this  paper  is  to analyze the  construction  of  the  markets  for  the  agroindustries  families’  products, characterizing  the social  relations  that  keep  families  with  the  various  social  actors  in  the marketing  actions, using  the  theoretical  framework  of  Economic  Sociology.  It  allows  the understanding that markets are social constructions, which means that they are the result of specific forms of social interaction, the ability of individuals as well as of the institutions and local  organizations  to promote  dynamic  connections,  capable  to  value  their  knowledges, traditions and confidence which were, historically, built. The commercial relationship creates a social bond even  without involving intimate social relationships, as this bond is not limited to a single act of exchange, but it is rooted to participate in the process of social institutions reproductions. The counties of Assis Chateaubriand, Jesuítas, Maripá and Palotina, located in the west of Paraná State, portraits this reality  very  well.  In them,  are found the emergency actors  in  search  of  a  cooperative  (formal and  informal  associations)  and  the  building  of  a social and economic network with the engagement of public  entities and private initiatives. Commercialization  centers  administrated by  city  halls  and  even  family  units  are  areas  of socialization  and  articulation  of  these networks.  Besides  that  the  producers  seek  and  build their own market channels, establishing strong links between the consumers of their products. The challenge to agroindustries is its active participation in the construction of the markets.