In Ecuador thousands of families have joined the 250,000 Families Challenge of Qué Rico Es! Campaign that promotes fresh, agroecological food produced by family farmers. Most of these foods are from native crops and are sold directly to consumers at outdoor markets and food fairs. These rural and urban families strengthen local cultures and economies as well as social organization. This citizen-led Campaign proves the importance of identifying existing inspiring experience in food, connecting people from different walks of life. 

Based in their daily need to eat, these urban families generate new value in food, for example by working with chefs who promote new flavors and plates tied to Andean cuisine. The public creates support for agroecology as it organizes around the advantages of “eating well” – i.e., utilizing food as a means for health, sustainability and social equity.