Value chain analysis is an important tool to assess and enhance the performance of agribusiness. This paper analyzes the empirical application of a conceptual framework known as the Rural Web to evaluate the socioeconomic complexity of a specific agribusiness value chain. This can be used as a complementary approach to traditional value chain analysis. The proposed framework goes beyond linear descriptions of product flows and examines how supply chains are built, shaped and reproduced over time and space, while considering social, cultural, environmental and political aspects. The results demonstrate that the proposed framework is a suitable method for value chain analysis, principally for those whose early stages are based on small and medium-sized rural actors. The Rural Web analysis offers decision-makers a platform to identify key actors not traditionally considered in value chain analysis, as well as the social interrelationships that occur at different dimensions. It also enables the identification of corrective and preventive measures to enhance agribusiness value chains.