In the context of neoliberalism and the process of globalization, the Rural Extension was also influenced by the reduction of the state in the economy and, consequently, a greater participation of the private sector and civil society, and in Rural Extension and a discussion of different approaches, the extensive pro-market model. Thus, this study aimed to analyze the Technical, Social and Environmental Assessment Program (ATES) as an extension of the market extension, using a dairy production chain from Santana do Livramento (RS) as a case study. It is verified from a study that there is operational and managerial vulnerability because the ATES program has a universal perspective, unlike what is seen in the extension of the pro-extension of the market. However, we can see some specific actions of ATES services that corroborate with an analysis, such as a large number of voltages aimed at the activity of making the market, as a promise of the other agents of the production chain municipality of milk.