New Paradigm of Rural Development – New Challenges for Extension Services

The multifunctional concept became one of the most important directions of EU agriculture development. The success of multifunctional agriculture is based on growing demand for non-commodity outputs. The endogenous values of rural areas that used to be explored mainly by agriculture are turning to be a base for other economic activities. The new paradigm of rural development expands the multifunctional concept and equalizes agriculture with other activities. Further it stressed that successful development of rural areas must depend on investment rather than income support and integrated cooperation of all stakeholders. In the article endogenous and exogenous stimulants of multifunctional rural development are discussed. The different channels of knowledge transfer to rural areas are pointed out with the special attention to advisory services. Based on field study conducted in Poland the opinion of farmers that decided to undertake non-agricultural businesses are to be analyzed. Authors argue that one of the most important obstacles in broad utilization of rural resources for non-agricultural activities is inadequate skills of farmers. That is partially an outcome of traditional agriculture orientation of extension services