Current trends in global economy and, primarily, the new concepts of sources of competitiveness (accentuation of knowledge, innovations, new technologies, high quality), changing of the consumers' map and increasing of the consumers' demand relating to the quality of products, prices and ways of buying – are all imposing numerous new challenges and limitations on the management of contemporary enterprises. With regards to the above-mentioned, the market position of the domestic agricultural producers is being changed, implicating the necessity to introduce changes, i.e. accept modern quality concepts in formulation of their business portfolios. Special accent in this work has been on strategies of improvement all dimension of quality products and process in agrarian sector, particular in the relations of the quality and technology and quality and marketing, i.e. vision of the company.