Increasingly, producers and consumers are opting for agroecological practices as the foundation for sustainable food systems and better living conditions. However, there is no empirical evidence that shows how different actors in market exchanges perceive ‘agroecological qualities’ or the valuation process used to create value. Analytically, this takes into account actors’ definitions of agroecological food’ and exploring how these same actors explain their desired qualities for ‘agroecological food’. The analysis focuses on the interfaces between communication about quality and price, actors’ perceptions of fairness in price creation, proximity relationships in networks and the market outlets for agroecological products. Together, these activities can be seen as part of a valuation for agroecological products. This paper draws upon two case studies of Participatory Guarantee Systems in Bolivia and Colombia. Results indicate that despite the recognition of agroecological concepts in the definition of agroecology, consumers and intermediaries prioritize sensory attributes when seeking products in the market. Personal communication between actors in markets was recognized as the principal medium through which agroecological qualities were communicated and valued. However, not all actors were active agents in the valuation process. Proximity markets such as on-farm sales and farmers’ markets generated prices were perceived as fair.