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The aim of this study was to analyze the profile of the focus of Relationship Marketing materialized in loyalty programs and Endomarketing, adopted in a specific branch of the agribusiness sector, the organic products. Methodologically, we started with an exploratory study as a first step in the theoretical framework and identification of 24 companies producing organic food raised in the survey by observation in supermarket chains. In a second step, a Descriptive Study non-probabilistic sample of convenience of 50% of the universe, 12 companies were investigated through interviews with people with experience, namely, the executives linked to Internal Marketing and Loyalty Programs. The results indicate a higher incidence in the use of loyalty programs compared with programs endomarketing industries surveyed, as well as identifies the profile of the shares of each program

Relationship Marketing in the Industrial Sector for Organic Products: The Assumption of Loyalty Programs Customers and Endomarketing