The article results of exploratory phase –by bibliographic review and primary observation– for recognition of the context of fruit and vegetables sector and its distribution chain in Santiago de Cali (Colombia); It is intended to develop an overview of the business types involved and emerges as a research tool for the development of the business consultant office at the Universidad Santiago de Cali. The paper presents the background of the sectoral activity, explore sectoral context at national, international, departmental and municipal levels, emphasizing the production, consumption and markets; then it proceeds to illustrate the representation of its timing chain and each one of the business agents involved, and their characteristics.