In the recent years we have observed a strong movement to provide alternatives for innovative economic development, to consider problems relating to poverty and income generation. The study of the productive chain of fruits in the northern region of the state of Espirito Santo, Brazil, seeks to understand the ways of interaction among economic social, and political agents as well as external forces that interfere in the production, processing and marketing of juices and pulps of fruits. This work is characterized as an exploratory one and its methods of data collection are the document analysis, semi-structured interviews, and observation. Results demonstrate innovative strategies for implementation of the chain of fruit production aiming to ensure the diversification of products marketed by the farmer and the dilution of risk consequences of businesses. Through diversification of crops and commercial transactions assured in the form of contracts established between cooperatives and processing companies, it promotes a new model of economic and social development in the productive chain, whose base was launched in the region, and with expectations for expansion in the format and scope of the chain.