This paper aims to describe the different types of market barriers in relation to the trade in agricultural goods and the possibilities of its overcoming through environmentally friendly technologies. The main reasons and features of both positive and negative effects of a market economy in connection with environmentally sustainable approaches for agricultural production will be considered. Some perspectives for sustainable agriculture production are observed in the context of global challenges faced by humanity. This article will be focused on the relationships between small and middle agro-firms, on the one hand, and also holdings, on the other hand, in connection with global and regional obstacles including climate change and market barriers. More important questions for now are multifunctional contradictions in a production technology, legal conditions, market pressure, pricing policy and other risk factors. Nevertheless, many small agrarian firms are often more variable, more mobile in relocation, etc., and have supply options for more environmentally friendly products. But, in different countries and regions, there are negative consequences for agrarian business such as bankrupting and the reduction of small and middle companies. Finally, we would like to consider cooperation as a more perspective option for survival not only for small farmers.