Purmamarca Association and Viltipoco Public Library are in charge of the Pachamama Celebration. The festivities begin with civic ceremonies, a gaucho parade, and the traditional lunch at the various premises arranged to that end. In the afternoon traditional indigenous rituals take place to honor Pachamama and she is given offerings so that she brings fruits and good fortune.

They also promote the Goat Cheese Competition, in an effort to preserve ancient traditions and encourage the production of this delicious handmade farmhouse cheese whose texture, flavor, and presentation are tested at the event. This farmhouse cheese is produced by local people from La Quebrada, and it is part of many traditional dishes. In Huachichocana and Estancia Grande you can find most of the best producers from Purmamarca township, which have won the competition on several occasions.