This study aims to create a value-added alternative for cooperatives belonging to the Association of Dairy Cooperatives of Guatavita (ASOLEGA) by understanding the characteristics of potential consumers of dairy products of local peasant origin from Guatavita, Cundinamarca. The study also seeks to understand new trends in the demand for value-added products and identify motivational aspects of consumers when purchasing products of peasant origin. A structured survey was applied to 160 clients of the "Farmers Markets" program of the District Secretariat of Economic Development, belonging to the city hall of Bogotá. The survey was divided into three axes with 23 questions. The data obtained were analyzed using IBM SPSS (Social Program for Statistical Sciences), version 25, through descriptive analysis to obtain general information about the respondents and the Multiple Correspondence Analysis (ACM) technique to explore individual profiles regarding their perceptions and preferences. The main motivations for purchasing products of peasant origin are attributed to the perceptions of consumers up to 45 years old, who consider these products healthier and more nutritious than industrialized products and contribute to environmental conservation. Additionally, 98% of respondents believe that buying these types of products supports the economic growth of these communities. It was also observed that individuals aged 26 to 35 years prefer "recyclable" packaging for yogurts and cheeses from peasants of Guatavita-Cundinamarca. Keywords: Perceptions, Cooperatives, Products of peasant origin, Dairy products.This study aims to create a value-added alternative for cooperatives belonging to the Association of Dairy Cooperatives of Guatavita (ASOLEGA) by understanding the characteristics of potential consumers of dairy products of local peasant origin from Guatavita, Cundinamarca. The study also seeks to understand new trends in the demand for value-added products and identify motivational aspects of consumers when purchasing products of peasant origin. A structured survey was applied to 160 clients of the "Farmers Markets" program of the District Secretariat of Economic Development, belonging to the city hall of Bogotá. The survey was divided into three axes with 23 questions. The data obtained were analyzed using IBM SPSS (Social Program for Statistical Sciences), version 25, through descriptive analysis to obtain general information about the respondents and the Multiple Correspondence Analysis (ACM) technique to explore individual profiles regarding their perceptions and preferences. The main motivations for purchasing products of peasant origin are attributed to the perceptions of consumers up to 45 years old, who consider these products healthier and more nutritious than industrialized products and contribute to environmental conservation. Additionally, 98% of respondents believe that buying these types of products supports the economic growth of these communities. It was also observed that individuals aged 26 to 35 years prefer "recyclable" packaging for yogurts and cheeses from peasants of Guatavita-Cundinamarca. Keywords: Perceptions, Cooperatives, Products of peasant origin, Dairy products.