Principal, Ecuador is a small village located at the furthest reaches of the Chordeleg Canton, part of the Azuay Province. There is a local "Gobierno Autónimo Descentralizado" or GAD that oversees all of the public affairs, the Info Center and internet cafe. Principal is 2791 meters above sea level (9156 feet) on the Andes Mountain Range known in Ecuador as the Sierra. The Volcán Fasayña is a massive rock that the town rests beneath, which according to lore is where the Cañari people originated. The town is well known for its traditional Panama Hats, artisanal goods, and local organic apples. The Panama hats are, according to the local indigenous people, part of the local indigenous dress and the practice of weaving them has been passed down from generation to generation by the women in the population. Principal's climate does not change much season to season as it is located so near the equator; the average temperature is 15.3 degrees Celsius (59.5 degrees Fahrenheit). Cuenca, the third largest city in Ecuador, is only a two-hour bus ride away.
Principal is revered for its secluded natural beauty and artisanal products. There are a number of hikes and guided tours to many natural sites including "La Cabaña", "El Infiernillo", "El Chorro", "La Cruz de Misión", "La Burra Playa", and "Las Tres Lagunas". There is a river that runs through the valley in Principal called the Rio Samba Rancho with local trout or "troucha". Nearly all of the fruits, vegetables, and livestock are organic, in which the local population takes great pride. They also produce and jar their own local marmalade made from a variety of fruits that is sold in supermarkets in the nearby towns and cities, including Cuenca. Each year in April the town hosts a "Festival de las Manzanas" or "Apple Festival" to showcase the fruit from the previous season. The event has many different dishes made from apples and festivities in the center of town at the "Cancha" or court.