The Association of Lulo Producers of the Municipality of Belén de Umbría, Risaralda (ASLUBEL), is a non-profit organization that was founded on November 7, 2007. It was legally established with 51 members.

The association was formed out of the need to learn how to better market their crops, and they started the challenging journey of entering the world of associations.

Initially, they gathered their produce in an unpaved garage and sold their fruit every 15 days or once a month until 2008. At that time, they had a good production of around 10 tons per week, but they were only able to sell 5 tons of lulo, while the rest went to waste due to the lack of equipment such as scales, computers, branding, baskets, and good seeds. They also faced several financial difficulties due to the lack of buyers for their lulo fruit variety "La Selva" and inadequate management oversight within the association.

From 2008 to 2010, they entered into a commercial agreement with the company Agrofrut, selling substantial volumes of fruit. From 2013 to the present, they have had a commercial agreement with the company Postobón – Nutrium for the sale of their fruit.

Currently, they are working every day to improve further and have secured an indefinite contract with a major company that purchases their weekly production. They now have 35 active families in the association, all highly committed to continuous improvement, and they have obtained good seeds of the "La Selva" lulo variety.

They also have a well-structured administrative framework governed by their statutes.