will oversee the storing and marketing

Colombian ethnic groups have accepted biofortified beans varieties, but they do not have the operative platform for the economic revitalization of their protection through the link with the formal market of the regional environment. A solution is proposed that takes advantage of the disruptive innovation in the relationship of the food consumer with producers, facilitated by Covid 19 and the appearance of a large number of free platforms for home delivery of food in cities, which function as an interface between the final consumer in the city and the entrepreneurs of the productive areas. In such a way that it is intended to deliver to the producers a product with all the nutritional information of the bean grain on a label that complies with the commercial food regulations in Colombia and a proposal for a business plan based on a short marketing circuit based on electronic platforms and social networks.

The aim is to improve the self-consumption indicators of a product with a high nutritional value based on the revitalization of the short-cycle commercialization of the biofortified beans Corpoica red 43, -but focused exclusively on surplus self-consumption-,through internet sales strategies and advertising through social networks. If the marketing alternatives are improved, a greater number of Arhuaca families will plant these biofortified varieties. Some of these communities have high rates of chronic malnutrition and death from malnutrition. The Arhuaca population reports significant chronic and acute malnutrition rates. According to ENSIN (2015), 24.7% of the country's ethnic groups offer a minimum acceptable diet to children aged 6-23 months, compared to the national average of 37.4%; 29.6% delay in height in children under 5 in ethnic groups compared to 10.8% of the national average; the delay in height in school children (7-12 years) has a national average of 7.4%, while in ethnic groups it reaches 29.5%. This information was complemented by a study carried out by Wintukwa IPSI in which 8 out of 46 settlements with critical levels of malnutrition in children and the elderly were identified. Besides, this community suffers limited food supply during drought season and dry years

Biofortified beans are the only product with a high protein and micronutrient content registered in the Colombian Caribbean, an area with high micronutrient deficiencies or hidden hunger. The solution is to accompany the community so that the self-consumption surplus of biofortified beans complies with the quality and presentation standards for the sale and distribution of bean grain, packed according to the regulations in force in Colombia. Also, develop a marketing platform in which both free platforms for the supply and delivery of products at home with good quality video clips are articulated to position themselves in the most viewed social networks on the Caribbean Coast, with the promotional support of regional stake holders from the government and private sector. In this way, a fair market can be consolidated in a short cycle for the surplus production of the Arhuaco families. If we offer this ethnic group a marketing opportunity, it will be possible to increase the number of families that plant beans and could consume part of the harvest and thus improve the indicators of low nutrition that this community exhibits

Biofortified beans offer a possibility of protein production throughout the year because their water requirements are lower than the other beans available in the region. In accordance with the foregoing, a comprehensive intercultural strategy is proposed, with a participatory research approach to obtain a commercial platform based on ICTs; with exchange of knowledge; under the framework of the Law of origin and agroecology; Together they enable sustainable inclusive processes that improve the capacity in the territory to produce stable and sufficient quality food, with mitigation of the effect of the climate on family production in prioritized vulnerable communities. The solution includes offering that final stitch so that the product can be packaged and labeled according to the Colombian standard. The prioritization of beneficiary communities was carried out based on the characterization records of children with malnutrition or at risk of presenting it, carried out by Wintukwa IPSI (2019). The accompaniment by the health entity Wintukwa IPSI will allow the nutritional characterization of the biofortified beans necessary for the elaboration of the label, also to be used to generate the bean-based diets necessary to improve the nutritional status in each age group present in communities prioritized for their nutritional vulnerability

The Arhuaca community has not accessed supermarkets because it does not have an individual brand and labeling requirements in the country. In reference to emerging marketing strategies, there is no social media strategy that takes advantage of free platforms for advertising and home delivery in urban areas in the country that were positioned during the emergency by COVID 19. Therefore, it is expected to go directly to the consumer where the intermediation value is directed to the producer who will improve their economic conditions, without the consumer paying more for the added value of the higher nutritional content.