Despite the shrink of the recent years, agriculture remains one of the most promising sectors for economic growth and employment worldwide, contributing approximately 4% to global GDP and employing nearly 25% of the global workforce (World Bank). In Albania, where nearly 40% of the population resides in rural areas, the sector holds potential for generating jobs, fostering entrepreneurship, and ensuring food security. Agriculture accounts for around 16% of Albania’s GDP and employs nearly 36% of the workforce (INSTAT).

However, despite its opportunities, agriculture is often perceived as outdated, labour-intensive, and unappealing to young people. With Albania’s youth unemployment rate at approximately 27% (INSTAT, 2023), the challenge is not the lack of opportunities but how to make them attractive, viable, and sustainable for young women and men. Modernizing agriculture, integrating digital innovations, and fostering market-driven approaches are key strategies to reversing the trend and making agribusiness attractive for young people.

Despite its potential, young people face multiple barriers that prevent them from from engaging in agriculture. Limited access to land and finance, outdated farming practices, and a lack of structured training programs all contribute to a lack of interest. The International Fund for Agriculture Development (IFAD) estimates that in many developing countries, access to finance is youth’s most significant difficulty,. Furthermore, rural economies often struggle with weak infrastructure and insufficient market linkages, making it difficult to turn agricultural production into a profitable venture. Young women face additional obstacles, as gender norms often limit their access to decision- making, financial resources, and technical knowledge. Studies show that women farmers in Albania own less than 10% of farmland, despite making up 50% of the agricultural workforce (INSTAT). Without targeted support, the agricultural sector risks missing out on the dynamism, creativity, and resilience that young people can bring to the field.

Fruits and Vegetables sector can play an important role in transforming agriculture into a career of choice, due to its high export potential. Successful initiatives have demonstrated that investments in quality management, and export market development can make fruits and vegetable a sector of lucrative and sustainable career path. Growth-oriented business models in rural areas and in subsectors with high youth employment potential, such as fruits and vegetables have proven effective.

Market-driven approaches to agricultural development have yielded significant results in the fruits and vegetables sector in Albania. The introduction and scaling of quality management systems and certifications have enabled young farmers and agribusinesses to access high-value markets, increasing the profitability of their produce, thus creating more jobs for young women and man. Albania’s exports of fruits and vegetables have grown significantly, contributing to about EUR 150 million annually (EUROSTAT), or about 30% of the total agricultural exports. The Swiss Agency for Development and Cooperation (SDC) youth employment, implemented by Helvetas, has been supporting and facilitating these initiatives by connecting farmers to export networks and ensuring that quality standards are met.

The introduction of these new standards has led to the creation of specific jobs that did not exist before. For example, roles such as quality control managers, export managers, and supply chain coordinators have emerged, offering young people stable, skilled positions within the sector. Also, many jobs are created at farm level, and post-harvest processes such as cleaning, sorting, and packaging functions. These positions are important for maintaining and growing access to high-value markets, and they provide youth with the opportunity to earn higher incomes compared to traditional farming jobs.

Tailored training programs have equipped young people with the skills and knowledge to manage modern agribusinesses, embrace digital solutions, and improve productivity. These efforts have been particularly impactful in the fruit and vegetable sector, where improved production, post-harvest handling, and value addition have driven employment. Strengthening vertical integration through embedded services from exporters to farmers has further ensured better knowledge transfer, technical assistance, and input provision. Strengthening sector partnerships has fostered knowledge transfer and technological advancement, equipping the sector to adapt to emerging trends and market demands.

To create a thriving agricultural sector that attracts young talent, policymakers, donors, and development partners must continue to prioritize access to finance, vocational training, technology adoption, and gender-inclusive policies. Fruits and vegetables sector offers vast potential for job creation, particularly for young people in rural communities.

However, transforming the sector into a dynamic and attractive career path requires sustainable and strategic interventions that address financial, technological, and educational gaps. By supporting market-driven solutions and sector-wide partnerships, initiatives that integrate innovation with sustainable agricultural practices can revitalize rural economies and empower the next generation of agricultural leaders. / ADN

*Ergent Pire is Agribusiness Intervention Manager at Helvetas