The variety and variability of the most commonly recognized innovation categories (product, process and management) have been the structural basis of the recent growth of floriculture sector in Sicily. However it is due to the virtuous character of farmer (vision, knowledge, skills and abilities) the ability to integrate the specific functions involved of the farm with innovation. As well as that, fundamental the relational behaviors within external environments characterized by non-deterministic stimulationresponse mechanisms. This paper presents the main results of a motivational investigation of the figure of the farmer of the floriculture sector in Sicily.