The Mexican countryside faces numerous social and environmental challenges. Environmental conflicts have also increased substantially. However, farmers have developed new strategies that aim to make better use of resources and strengthen autonomous production methods. These efforts relate to different components of the production chain. Additionally, they revalorise the multifunctional character of the Mexican countryside. Even though gender roles are more or less clearly defined in rural Mexico, new spaces for women farmers are emerging. This is exemplified by a group of indigenous women farmers in the south of Jalisco state in western Mexico. The group, called “Colour of the Earth,” works in agroecology and rural tourism. Its activities have evolved from handicrafts and embroidery to the production of coffee and other agroecological products. Since 2006, the group has welcomed increasing numbers of visitors who are drawn to the women-managed coffee gardens. Its members have faced gender-related barriers at the family and community level along with other socio-economic and cultural obstacles. However, the evolution of the group’s activities closely reflects changing gender roles. Their work can be considered as an example of rural development alternatives that strengthen the multifunctionality of the Mexican countryside. The group’s experiences are grounded in the local context of its activities, which also allow the adaptation of traditional rural life conditions vis-à-vis globalisation. The collective incorporates a gendered point of view, centred on the indigenous women farmers that are members of the “Colour of the Earth” group.