This study explores how rural agri-food entrepreneurs (RAFEs) develop sustainable business models (SBMs) that integrate economic, social and environmental value creation. It focuses on how diversification and cross-sector partnerships enable the mobilisation of local resources and the strengthening of rural resilience, while providing actionable insights for farm-level strategy.
A qualitative multiple-case study approach was adopted, based on semi-structured interviews with 10 Norwegian RAFEs. An extended Business Model Canvas, incorporating socio-environmental dimensions, was used to systematically analyse how SBMs are designed and implemented in rural contexts.
Norwegian RAFEs develop SBMs by combining internal capabilities, family expertise, territorial resources and sustainability-driven values. Diversification into tourism, hospitality, educational and cultural activities enables farms to generate multiple revenue streams while creating social and environmental benefits. Cross-sector partnerships support market access, knowledge exchange and resource sharing. From a practical perspective, the findings show that experiential activities often subsidise primary production, that direct-to-consumer and multi-channel strategies reduce dependence on dominant supply chains and that collaboration across farms and sectors improves visibility, cost-sharing and value creation.
The study advances SBM research by examining rural contexts in developed countries and by demonstrating how territorially embedded, diversified business models generate multidimensional value. It bridges rural entrepreneurship and sustainability literature while offering practical guidance for farmers, policymakers and support organisations on how to structure diversification strategies, partnership configurations and support mechanisms for rural development.
