“…This happens because many fresh fruit entrepreneurs adopt business-to-business environmental schemes required by the large distribution as GlobalGap and Integrated Farming (Muller & Vermeulen, 2009;Tasca et al, 2017), which consumers have little knowledge and not provide price premiums (Ras & Vermeulen, 2009). Despite fruit growing is considered an intensive agricultural system in terms of pesticides, fertilizers, and financial capital (Cerutti et al, 2014), other subsectors have deeper environmental impacts as greenhouse horticulture (Galdeano-Gómez et al, 2008) or livestock production (Cerutti et al, 2014) and may not present adequate innovation capabilities as well as entrepreneurial strategies, especially the smaller ones (Bastanchury-López et al, 2020). As the agricultural sector is not homogeneous (McElwee, 2008), it is thus essential that the entrepreneurial behavior of farmers should be analyzed in keeping with the differences not only between regions but also between subsectors.…”