The promotion of development projects based on the commercialization of non‐timber forest products has increased in recent decades, showing a positive contribution to rural development; yet it has led to controversial approaches in resource preservation. This paper examines the case of Candelilla wax from the Chihuahuan Desert in northern Mexico, identifying its potential contribution to poverty alleviation in marginal areas, and its unique opportunity to access potential markets of a wide variety of industries all around the world. In this paper, the authors base their analysis on three main aspects: social, economic and environmental. Potential benefits that could be obtained from the collaboration of private institutions, development organizations, policymakers and rural producers through integrated rural development projects are featured.