The aim is to explore how agricultural entrepreneurs are innovative and generate newbusiness opportunities, particularly by transforming their farms into tourism experiences. The study was conducted as a qualitative multiple case study with eight caseswithin agricultural industries in Europe. Data were collected through observations, interviews and documentary studies. A conclusion is that co-creation with customersdrives business development forward. By involving customers in the value co-creationprocess, new solutions and ideas for selling products as well as services emerge. Implications include the need for enterprises to diversify themselves from their competitorsand try to find their own uniqueness.