Environmental governance consists of two different but complementary intervention approaches: the coercive way of the state and the regulatory way of the market.This article is an attempt to comprehend an alternative governance strategy that confronts this approach and, consequently, these two forms of intervention. This isabout the Agri-food Rural Territory of the Colombian Massif, a strategy that has been implemented, de facto, in various regions of the country, and in several municipalities in the north of Nariño and the south of Cauca in particular.