In the Northwest of Mexico, some agricultural systems, such as the production of table grapes, attend increasingly demanding market segments. They are consumers with a good educational degree, a high level of income and a great sense of responsibility for what happens in the environment. Consumers demand not only conventional attributes (color, flavor, texture, etc.), they are also concerned about non-visible attributes in the product that have to do with the organization: its responsibility to environmental factors (soil, air, water, land, and biodiversity) and/or or social factors (education, health and fair pay for employees, care for the local atmosphere and an adequate level of equity in all areas, including management). Compliance with these demands allows these agricultural organizations to move towards an increasingly sustainable organizational structure. Therefore, the objective of this research is to relate equitable management, as one of the intangible market demands, with the changes in the organization towards sustainability in the Sonoran table grape system. It is based on the hypothesis that equitable management, as an intangible market demand, promotes organizational changes towards sustainability. The methodological procedure consisted in the application of a semi-structured interview to 14 organizations from a universe of 41. These were chosen considering a level of representativeness of 95% confidence and 7.5% error. The results were processed with the Max QDA and RStudio programs. The Pearsons Chi-square independence test was carried out, which was rejected in terms of the independence between variables, so the dependence between equitable management and the level of sustainability in an organization is accepted. The results indicate that indeed, there is a positive relationship between the degree of equitable management of managers and the level of sustainability of the organization; that is, the more equitable the managers are, the more sustainable the organization is.