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Though amaranth has been studied intensively for its exceptional nutritional properties, little has been reported about its capacity for fighting poverty, securing food supplies, turning migrations, or its impact on the environment and the prospect for improvement of living conditions of those farmers cultivating amaranth. This paper addresses possibilities and limitations that Mexican small-scale farmers are facing to enhance sustainable livelihoods in the amaranth value chain. The study reveals that amaranth, as an alternative crop and livelihood, is perhaps one of the most complete endogenous natural resources that small-scale farmers have to combat the above-mentioned problems. The study identified several local and regional barriers for increasing the level of farming, production, processing and consumption. A striking and paradoxical limitation is the monopolization practices developed by some of the associations in relation to knowledge and technology transfer, seeds distribution and contact to potential national and foreign buyers