This research aimed to analyze the behavior in smallholder cocoa marketing agencies in Sempu Village Banyuwangi District. The choice of Jambewangi Village was intentional because there was lots of cocoa farming and known with good quality. Data were taken from 50 farmers of the group member who were chosen randomly. Data were analyzed using descriptive and analytic methods. The results showed that there were two marketing channels with a margin of USD 0.57 and USD 0.66. Channel I was more efficient because it had a small margin and more equal profit share and cost. The characteristic of each channel was different seen from the application of quality variance, pricing and payment system, marketing system.