The case tells the story of El Ordeño, an Ecuadorian company competing in the dairy sector, whose central purpose is to help small ranchers in the country's Andean (mountainous) region rise out of poverty. To do this, it designed a business model in which they were included as shareholders, received fair payment for their milk and avoid intermediaries by creating their own distribution centers. To better communicate the social impact of this enterprise, and provide more transparency to its supply chain, the company decided to build a blockchain solution, the first of its kind in Ecuador and Latin America. In January 2021, after almost two years since launching the initiative, senior management has to make a decision: Should El Ordeño strengthen or abandon the blockchain technology.