Objective: to analyze the supply chain of the Cempasúchil flower (Tagetes erecta L.) and the interaction of the actors that are present in the said process to know what is the problem within the chain and help economic growth by finding new uses and strategies for the flower.Design/methodology/approach: for the collection of information, three types of semi-structured surveys were carried out with producers, local consumers, and sellers. The surveys were applied during the months of October to November 2018. n73 people were interviewed among producers, local consumers, and sellers in the municipality of Tempoal, Veracruz, Mexico, and its communities. The data were analyzed to obtain the production value and identify the Cempasúchil flower commercialization scheme to finally carry out the value chain design.Results: The Cempasúchil flower is in greatest demand in the months of October to November during the Day of the Dead festival. The economic value of the Cempasúchil flower in the municipality of Tempoal according to the information collected through surveys ranges from MXM$ 89,500.00, made up of two short marketing circuits and one traditional one.The commercialization of the flower within the supply chain is made up of three producers, two intermediaries, and one final consumer.Limitations on study/implications: The Cempasúchil flower in the Tempoal de Sánchez municipality, Veracruz, is only used for Day of the Dead festivities and in the rest of the remaining months its demand decreases very significant because it is not given any other use.Findings/conclusions: The Cempasúchil flower has great potential and options to prosper within the region, taking into account various areas of opportunity for other uses such as the sale of seed and the production of by-products derived from the flower, which would benefit the local economy of producers, taking into consideration the preservation of the flower to strengthen the traditions and culture of the people.