In the horticultural belt of La Plata, the dominant mode of horticultural commercialization is through intermediaries who transport the production to wholesale markets. This modality generates an asymmetry of power between producers of the Peasant and Indigenous Family Farming (AFCI) and intermediaries, in which the former remain in a subordinate position of “price takers” and the latter appropriate a high portion of the value generated thanks to their negotiation capacity. In response to this, in recent years, AFCI organizations and public institutions have promoted the creation of Alternative Market Circuits (CAC). These circuits seek to reduce the distance between producers and consumers and generate a more equitable distribution of value through fair prices. Despite the growth of CACs, the evidence supporting this premise with empirical information is partial, so our objective is to compare the prices paid to AFCI producers and paid by consumers for a set of varieties in two conventional circuits and in two alternative circuits in the La Plata district. The methodology included primary data collection, based on periodic price consultations between March 2022 and February 2023. The results show that, in relation to conventional circuits and for the selected varieties, the alternative circuits provide better sales prices for peasant and indigenous family farming, lower prices for consumers and, therefore, these channels set fair prices for both parties.