The core idea of the article below is the existence of complicated array of deterrent factors that influences innovation activity of agriculture organizations, and subjective, psychological factors among those factors as well. The main goal of this work is to assess the top management and proprietors’ of AIC enterprises readiness to implement the innovations. As a research’ working hypothesis used the decisive role of human factor in answering the question whether to innovate or not.

This study focuses on Smart Farming Innovations (SFI) of the Philippines. It is motivated by the 5th-agenda of the current Philippine President to increase agricultural and rural enterprise productivity. The study presents a strategy to lead research, development, and market of organic foods as medicine and build social entrepreneurs in using SFI.