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Blackberry cultivation in recent years has had a growing behavior in the national and international market. In Bolivar, Ecuador, blackberry production is on the rise in the sectors of Guanujo and Chillanes. In the last place mentioned, there is the presence of associations of small producers, and its weaknesses are the marketing and the low prices that they received for their natural product. The objectives allowed the chain mapping, as well as the identification of operators and their functions. A market research that was conducted at the level of final consumers (buyers in supermarkets) and among food service operators in the main hotel plant of Guayaquil, showed results of potential demand and therefore on the basis of this, to plan production, processing and marketing of blackberry pulp. Furthermore, this work demonstrates how in the social-economic sphere it is not contrary the approach and use of administrative-market tools, which are used in an orthodox way at the enterprise level in favor of vulnerable groups such as the small rural producers. The value chain allows improving the income of those involved; creating jobs in the micro-region, being part of the revitalization of the local economy and good living.