The agroecological markets have experienced significant growth in the country due to the increasing importance that producers and consumers attach to the origin and production methods of food. However, there is a lack of studies on the interaction between consumers and producers in fairs and how these events become valuable spaces for exchange and learning for both parties. For this reason, a comprehensive analysis of the fair at the Central University of Ecuador was conducted, highlighting its uniqueness as it is driven by an educational institution.

The aim of this study was to identify key lessons learned at this fair, emphasizing it as a conducive environment for education and transactions among students, producers, and consumers. Various data collection techniques were implemented, including interviews, surveys, and a literature review focusing on aspects such as agroecology, agroecological markets, short circuits, networks, and agroecological marketing.

In particular, two surveys were conducted targeting the fair’s consumers. The first was administered to those who regularly visited the fair during its first six months of operation, while the second survey took place after a year, when the fair was operating steadily, with the purpose of validating and confirming consumption preferences. The most noteworthy results revealed that the majority of consumers were young and female, perceiving agroecological products as healthier and more natural, factors influencing their purchasing decisions.