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Abstract

Agricultural producers have been experiencing significant income pressures, leading to a search for alternative sources of income. One of such is value-added agricultural businesses that allow the farmers to stay on the farm and undertake entrepreneurial ventures to improve their finances. How do farmers make sense of their environment as they consider their options for value-added business ventures? This paper presents a sensemaking model and links it to entrepreneurship decisions, allowing us to explain how producers may make such decisions.

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