Rural social enterprises, strategy of sustainable development and conservation of intangible cultural heritage. Case: "amaranth (Amaranthus spp) of Mesoamerica".

As part of the initiatives in the rural environment inspired by the paradigm of sustainability we examine the Community Center Centeotl A.C., a civilian agency which from 1990 works with Oaxacan communities in the rescue and promotion of sustainable modes for a dignified life, through sustainable socio-economic processes, mainly in the cultivation of amaranth (Amaranthus spp.) in the region of the Sierra Sur and Central Valleys of Oaxaca state. In this region the amaranth has a high historical significance and the region is considered to be one of the fields of origin and domestication of the crop. Hence it is important to develop and apply techniques useful in the study of pre-Hispanic plants such as amaranth, for its role as part of the cultural heritage of Mexico, as well as its relevance to phytogeographical, ecological and climatological studies closely associated with human activities of the past. For this reason, the present study aims to analyse qualitatively the interaction of the company Centeotl with communities and their contribution to the sustainable management of the cultivation of amaranth. The scope of the investigation corresponds to a descriptive study. The data collection instruments used were interviews, observation and review of theories, which allow the analysis of rural social enterprises as a strategy to achieve sustainable development and the conservation of intangible cultural heritage.