This conceptual paper focuses on the need for knowledge in leadership, organization and innovative thinking that exist in primary production throughout the value chain from the farm to the final consumer. There are also needs in terms of improving and developing the entire value chain from the farm to the final consumer. Self-leadership and lean innovation is in this paper proposed to enhance the possibilities for business model innovation in the food production. The aims of the paper are two folded; Firstly, the aim is to present a framework containing self-leadership and lean innovation and how these theoretical approaches can facilitate and shape business model innovation in the agricultural sector. Secondly, the aim is to show a way of working with this problem area in order to meet these needs in the agricultural sector. A framework for business model innovation is presented as well as an interactive research design addressing the problem area in terms of action research in which learning networks is an important concept. The paper concludes with suggestions for future research challenges.