engleski

Boost by pandemic: family farms on the path of innovation

The COVID-19 pandemic has caused adverse economic changes, which had the prominent impact on agricultural production as the main actor of the food sector. Consequently, family farms as leaders of agricultural production met several challenges caused by pandemic, such as closure of business cooperation with the HoReCa distribution chains, labour shortages, closure of primary sales channels, and inadequate storage of fast-perishable products. Regarding these obstacles, family farms were faced with the need of finding new strategies to preserve business stability and competitiveness on the market within new emerging circumstances. As one of the main strategies for survival and stability, family farmers have introduced innovations in their family business operations. The results of the study carried out on the non-probabilistic deliberate sample of family farmers (N=16) by the semi-structured interviews showed that the innovation was the primary family farms’ survival strategy. Introducing a new product, services, as well as new promotional instruments, but also the introduction of new production practices were the main innovations introduced by farmers. Based on implemented innovations, family farms have shown the ability to adapt and change according to the market changes thus challenging the stereotype of an inert or unadaptable farmer.

family farms ; COVID-19 pandemic ; innovation

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