The EU recognizes the urgent need for a sustainable food system due to escalating climate impacts from non-sustainable agricultural activity. The Farm to Fork Strategy pushes for faster transformation in farming methods, leveraging nature based and technological solutions to improve climate resilience and reduce input use. While the EU aims to address global food needs, focusing only on food availability ignores the complex problems of food insecurity, which differ a lot between low and high income countries. In the Western Balkans (WB), agriculture falls behind in productivity and faces escalating challenges from extreme weather events to non-sustainable agricultural practices. This results in crop diseases, yield reductions, and farming profits becoming sensitive to climate change effects, leading to farmland decline, rural population aging, youth migration, land abandonment, and urban sprawl. Farmers are struggling to make a living in a difficult economic context of falling prices in key agricultural commodities and high agricultural market volatility. This leads to uncertainties in terms of maintaining a focus towards current on-farm activity or pursuing agro-entrepreneurial diversification, as well as differing levels of technology adoption in support of these income streams.