The associativity took a leading role, due to times of crisis, in this way it constituted a contribution to the problems of small producers in the cooperative and associative sector of the popular and solidarity economic model in the current market. This article is based on the analysis of strategies to promote the commercialization and marketing of agro-ecological foods that faced the new demands between producers and consumers. This work was developed with a theoretical character, for which an extensive bibliographic study of publications of the last five years was carried out, referring to associativity strategies. The results revealed the popular and solidarity sector investigated resorted to associativity as a collective model to increase their equitable competitiveness among the autonomous groups of small and medium producers. In addition, They adopted strategies of continuous improvement for cooperative work in a network, training and social integration, technological innovation and the change of agricultural practices. Hence, it is concluded that associativity constituted a strategy of fundamental importance towards the cooperative and comprehensive development of collective groups in the context investigated to be developed in the following article.