In presently, industrial hemp (Cannabis sativa L.) represents a controversial plant that is not researched enough. The aim of the study presented in this paper is to show that marketing of the rural areas can be done through the cultivation of industrial hemp. Hemp has a huge marketing potential which can be a tool of rural development in Serbia. Concrete results are given from the point of the view of three groups: people who reside in cities, owners of healthy food markets and producers. The author presented survey research which shows that the majority of people are not well educated about the difference between marijuana and industrial hemp. There is a common opinion that the production of industrial hemp itself is an advertisement of a rural area. The contribution and significance of herein presented results lies in the marketing of underdeveloped rural areas, redevelopment of cultivation of sidelined agricultural crops in order to strengthen the rural area.

The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges of modern business.