Agriculture has been recognised as an important sector in Macedonia, Serbia, and Bosnia and Herzegovina. Many reforms have taken place in the last decade. Some reforms were supported with studies, whereas others were ad hoc. Some had an impact evaluation, but most did not. Most of the research and studies performed in regard to agriculture were aimed at the institutional, market, and farm household levels; however, there is a lack of focus on the farmer. Understanding the farmer and the motives behind his behaviour and interpersonal relationships can contribute to the explanation of the successes and failures of some governmental or nongovernmental initiatives and provide recommendations for future strategies and approaches to address farmers.