This project investigates entrepreneurship within fur farming, an industry long threatened by an uncertain future. The focus is on how market categories are renegotiated due to a changing view of animals' role as industrial resources, and how entrepreneurs manage this through innovation in their operations. We also explore the connection to the regional areas where fur farming has been prominent, and how rural areas can play a role in the transition to a more sustainable economy. The project is based on qualitative empirical data, including interviews with entrepreneurs, fieldwork, and archival materials. Our research aims to deepen the understanding of the tensions that arise when industries are forced to adapt to increasing sustainability demands. We seek to identify practical measures to support the economy in this transition, with a particular focus on animal welfare and regional factors such as economic growth and social sustainability.

2025

2029