Abstract
European agriculture should meet new increasing internal and contextual challenges. For example, the reform of the Common Agricultural Policy in 2003 introduced the cross-compliance, among other novelties, as compulsory for farmers. To better meet this and other requirements, Member States had to set up the so-called Farm Advisory System, operational across the European Union in 2007. From a sample of actors involved in the provision of farm advisory services in the region of Valencia (Spain), the present study aimed to identify the most appropriate strategies to implement such services. SWOT method has been applied to examine the internal and external environment. Based on this diagnosis, dominance of strengths and opportunities resulted in a set of four prioritised main ‘aggressive’ strategies (using SPACE and QSPM methods), which in turn may help public decision makers and advisers in a more effective implementation of advisory services.