LAUSR

Abstract Protein crops are important in enhancing sustainable and self-contained agriculture and food security in Europe. Individual farmers are key players in protein crop production. The aim of this research is to understand how an entrepreneurial identity affects strategic cultivation decisions in the context of protein-rich crop farming. In this study, entrepreneurial identity consists of a farmer's personal and entrepreneurial orientations. Data on 308 Finnish farmers were gathered and statistically tested. Our findings clarify that entrepreneurial identity increases the probability of beginning protein-rich crop cultivation, especially if the farmer in question is innovative, a risk-taker and highly educated. This article contributes to the understanding of agricultural entrepreneurship and strategic cultivation decisions made by different kinds of farmers. We further claim that profitable but risky and demanding crops have tempted farmers with a high entrepreneurial identity for the most part, which would not suffice for protein crops to become mainstream.