Agriculture/horticulture has traditionally been an important sector in the economy of Bulgaria. This paper reviews the changes in agriculture/horticulture in the Plovdiv region of Bulgaria after 1989 when the transition towards a free market economy began. In particular, it provides a review of the internal capabilities (strengths and weaknesses) of the horticultural farms and the impact upon them of the external environment (opportunities and threats). While many farmers regarded their experience as a strength, farmers having farms of different size identified additional different strengths, and different weaknesses and opportunities. Whereas, all of them were influenced by similar threats and the relative importance of these perceived threats did not varied depending upon the size of the farm
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