INNOVATIVE AGRICULTURE: THE PROFESSION OF TOMORROW

The aim of this study is to determine the basic knowledge and computer literacy of vegetable producers in the Vojvodina region who engage in agricultural production as their primary occupation. The research was conducted at six markets in larger urban centers, with participants required to have at least ten years of production experience and to regard agriculture as their future profession. Based on a review of relevant literature in the fields of agriculture, distribution, and agricultural product marketing, a survey was carried out through face to face interviews comprising two thematic sections: the future of agricultural production and product distribution. Analysis of the responses from a sample of 60 producers revealed a low level of awareness of agriculture as a profession of the future, alongside a strong desire among respondents to continue their agricultural activities. Given the market insights, the adoption of technologies in agriculture, and respondents’ positive attitudes toward innovations in production and distribution, there is a clear need to better inform producers about the role of technological advancements in agriculture. The findings provide concrete guidelines for future research on implementing new technologies, optimizing product distribution, and retaining young people in rural areas.

KEYWORDS / KLJUČNE REČI: 

Agricultural producers, innovative agriculture of the future, distribution and marketing

ACKNOWLEDGEMENT / PROJEKAT:

This research was funded by the Ministry of Science, Technological Development and Innova-tion of the Republic of Serbia no. 451-03-136/2025-03/200009 from 4^th February 2025.

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