This case describes a joint enterprise between the Organization for Trade Promotion and Research (OPCION), a non-government organization (NGO) that supports small-scale farmers in Guatemala, and Aj Ticonel, a trading company dealing with horticultural produce. This joint enterprise works together towards the marketing of a range of nontraditional vegetables produced by small-scale farmers to clients in Guatemala, the United States, Europe and Central America. It supports small-scale farmers in production, marketing and organization, with the aim of improving their incomes and living standards. Both OPCION and Aj Ticonel were set up in 1999. The chapter starts with a description of the changing market background that led to the establishment of the joint enterprise. It then discusses the alliance and its markets, before giving a historical account of how it responded to changing market conditions. It then turns to the factors that determined whether producers were engaged as suppliers during this process, before offering some lessons to be drawn from the case.