INNOVATION OPPORTUNITIES IN MARKET SQUARES

The article examines market squares as connecting points between rural and urban areas, hosting diverse activities. Focused on Colombia and Mexico, the research employs qualitative methods, including case studies and direct observation, with analysis through Atlas.Ti. It highlights the positive impact of farmers' markets on strengthening the productive system and rural development, contributing to the urban food system, and creating opportunities for social innovation. Market management is based on a model of spontaneous relationships, emphasizing exchange and coexistence, especially in fresh and locally harvested products. Trade, centered on primary sector products, supports the transitioning peasant economy. The prevalence of informality, socially approved, is acknowledged. The SWOT analysis reveals weaknesses requiring innovative strategies, especially in environmental aspects such as organic waste management and noise pollution. These challenges require attention for future improvements.