Sweet cherry production is a newly developed and promising activity in Argentinian South Patagonia. Together with a rapid increase in area (from 176 ha in 1997 to 635 ha in 2009), problems related to productivity and commercialization have threatened its sustainability. To gain a collective understanding of the complexity of the cherry sector, a participatory approach has been proposed for research. The steps followed and the contribution of this participatory methodology to a better under¬ standing of the sector and the possible