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This paper builds on the emerging literature concerning constrained rural entrepreneurship. We explore the context of rural Greece, examining the utility of farm diversification strategies used by farmers to respond to industry constraints. Adopting a multi-method approach, this qualitative study theorises the ‘present realities’ of Greek farming families. Through a multiple case study exploration of five family farms, which includes twenty-five in-depth semi-structured interviews with members of these farm families, we explore farmers' lived experiences in relation to their constrained institutional contexts. Our qualitative analysis, which identifies four original themes, leads to the theorisation of the exogenous and internal challenges within the sector that continue to constrain rural entrepreneurial potential. Findings highlight how farmers' diversification strategies are crucial in enabling farm family households to respond effectively to the sector's increasing challenges, ensuring business survival. These diversification strategies offer significant benefits to farmers, providing sufficient value-added activities that support rural retention within farm family households. Implications for practice and policy suggest a greater need for the development of entrepreneurial and strategic skill sets. Further research is needed to help establish a conducive—not constraining—environment that supports farm entrepreneurship strategies. • Constrained entrepreneurship in rural Greece. • Farm diversification as a strategic response to the increasing industry constraints. • Diversification can add sufficient value to the family farm business. • A greater need to understand the lived experiences of farmers via the farm family. • Policy attention is required to establish a conducive rural economy.
Gittins et al. (Fri,) studied this question.