Objective:

The study aims to characterize the Producers' Markets (MP) in Mexico City and its main actors to determine the role they play as a marketing option for small producers.

Methodology:

A list of MPs was prepared through an Internet search and the study was limited to Mexico City, as it is the area with the highest number of MPs. Data collection was carried out through in-depth interviews with the organizers of seven markets; twenty semi-structured interviews with producers, selected by their purpose; and 46 consumer surveys. The information was analyzed from a characterization of the markets, producers, consumers, products and their interrelationships.

Results:

Each of the markets studied has characteristics that make them particular and unique. However, something they share is the use of participatory certification to ensure the quality of the products that reach consumers; In addition to seeking to offer a space for interaction between producers and consumers in Mexico City; and the limited promotion that each one does to get their own position.

Limitations:

Being a study carried out in Mexico City, it only applies to markets located in this area.

Conclusions:

The MPs can represent a viable marketing option. This is only if considerations are taken into account such as: encouraging the search for a greater number of alliances and community networks in the MPs, so that they can experience growth by increasing the number of producers, increase promotion, expand the offer, incorporate products considered strategic and exploring new delivery channels such as e-commerce.