Many of the EU measures were proposed to encourage early retirement from farming. Current age structure requires different approach aiming to use experiences of elderly people and involvement of them into social and economic activities. Key challenges for rural development policy aiming to increase quality of life of elder people are dealing not only with traditional help and support measures, but with involvement of elder generation into economic and social life also. The new EU agricultural policy measures should ensure that funding and institutional incentives support extending working and active social life of elder farmers. One of possible ways to change approach deals with servitization. The literature on servitization in manufacturing is growing rapidly during last decades, but only a few studies demonstrate how to apply service-driven business model in agriculture. The aim of the paper is to demonstrate a creative way to use service-driven business model in farming and ability of such kind of servitization projects to influence the vitality of rural communities by generating economic, social and cultural effects. Case study on innovative servitization initiative in rural areas of Lithuania “Rent a piece of garden” is used as a theory generating approach, which considers the needs of elder rural generation.
Gedminaite-Raudone, Z.; Vidickiene, D.; Vilke, R. 2021. How to use service-driven model for the benefits of ageing rural community. 2nd International Symposium on Work in Agriculture, March 29 - April 1, 2021, Clermont-Ferrand (France). Conference proceedings. National Research Institute for Agriculture, Food and the Environment, 2021, p. 1–10.