The Guatemalan consumers have been reflecting their purchasing decisions based on a health awareness, on what is happening with climate change and with the social injustice that is part of the entropy generated by life in the cities. They look for products that make them feel like they’re putting their “granite of sand” in their surroundings. The products and services that add value to the conscious consumption trend are being developed by local entrepreneurs and there is also a strong offer of rural producers who have been producing agroecological in more than 20 years and who are custodians of the landscape of their territories but who have problems to market. The lack of a meeting point between an offer and a conscious demand molded the existence of our platform Organic Well. We connect producers and consumers of the conscious market by solving the problems of logistics, transportation and exposure.