A study of the environment orienta- ting strategic choice regarding product and service segmentation and positioning must be considered when designing a marketing strategy. Problems usually revolve around how to sell agricultural pro- ducts in such study, forming part of the place varia- ble. The present article arises from research being done in the Universidad Nacional de Colombia's Agronomy Faculty, Bogota, aimed at determining the possibility of establishing direct channels for agricultural products, mainly for homes having average or high income and a life-style associated with young couples without children or just small children.