Purpose: To explore how entrepreneurial marketing (EM) can be applied at an multi-firm level in the context of agricultural value chains, and propose a preliminary research framework for measuring EM from this perspective. Research approach: The paper draws on the current literature at the entrepreneurship and marketing interface, in addition to research from the agribusiness and supply chain management field.

Findings: Our framework suggests that EM at a value chain level should be measured through items adapted from market orientation, entrepreneurial orientation, customer orientation and innovation orientation scales, in addition to an examination of the degree of coordination, trust and commitment, and communication systems between chain partners.

Originality/value: To our knowledge this is the first paper to apply the concept of EM to an agricultural value chain and to propose a framework for measuring the degree of EM in this context. This paper is part of a broader research project looking to assist SMEs in the Tasmanian fresh vegetable sector to improve their income generating ability through innovation and value chain analysis.