THE PURPOSE OF THIS TITLING WORK WAS TO EVALUATE THE CAPITALS OF LIVELIHOODS IN COFFEE GROWERS IN THE CERRO GRANDE COMMUNITY OF THE JIPIJAPA CANTON, MANABÍ PROVINCE. THE CAPITALS CONSIDERED IN THE RESEARCH ARE HUMAN, CULTURAL, SOCIAL, POLITICAL, NATURAL, PHYSICAL AND FINANCIAL, THE DATA WAS OBTAINED BY APPLYING A STRUCTURED SURVEY TO ALL THE FAMILIES IN THE COMMUNITY. WITH RESPECT TO NATURAL CAPITAL, THE CLIMATE, TEMPERATURE, ALTITUDE, AND SOIL QUALITY WERE EVALUATED. TO EVALUATE THE RICHNESS AND DOMINANCE OF THE TREE SPECIES, THE SIMPSON AND SHANNON-WIENER INDICES WERE USED. WITH THE INFORMATION ON THE AVAILABILITY OF CAPITAL, THE SWOT MATRIX WAS PREPARED IN ORDER TO DETERMINE THE STRENGTHS, OPPORTUNITIES, WEAKNESSES AND THREATS OF THE PRODUCERS OF THE CERRO GRANDE COMMUNITY COFFEE SYSTEM AND THUS BUILD THE STRATEGIES FOR THE PRODUCERS OF THIS COFFEE SYSTEM.