Coffee production at a national and international level represents an alternative for employment and very broad rural roots; Its global production grew more than 50% in the period 1990-2015, while in Mexico, although the surface area increased 43%, production decreased 5.3% in the period 1980-2022. Studies of coffee in Puebla, Chiapas and the State of Mexico record that productive activity is limited by the presence of borer and rust and lack of support in the production and marketing of the product. The objective of this work was to identify problems and areas of opportunity faced by the Nayarit producer in the production and marketing of their product in order to detect areas of opportunity for better performance of their activity, hypothesizing that the producers that make up the Group Terruño Nayarita (GTN) have conditions that allow them to make coffee production attractive and profitable. For this purpose, a questionnaire was designed that was applied to producers from August to December 2023. The results allow us to conclude that this production model has positively impacted sustainable, efficient and profitable production.