The topic of this thesis is the analysis of fairs as a marketing instrument sin the development of agricultural products and entrepreneurs. Fairs have long been recognized as an important marketing tool that provides unique opportunities for closing deals, building an image, searching for potential partners and market research. For visitors, fairs provide an opportunity to asses the market, compare prices and try out products. The goal of the research is to determine the connection between agricultural fairs and the development of agricultural products at fairs. The main research question is how agricultural fairs can find balance between meeting the needs of visitors and entrepreneurs, while effectively promoting products and businesses. The research was conducted through in-depth interviews with 10 entrepreneurs from the agricultural sector who have regular exhibitions at the agricultural fairs. This type of research enables respodents to give detailed answers, providing a deeper insight into the development of agricultural products and business during fair events. The results of this work showed that trade fairs are of great importance for entrepreneurs beacuse they enable connecting with potential partners and costumers, as well as gathering new knowledge. Most respondents believe that fairs have a positive impact on their business. Fairs allow entrepreneurs to present their products, compare them with the competition and apply the advantages of other products to their own. They alsoenable the establishment of new business contacts and partnerships. Fairs are an important marketing tool beacuse they allow direct contact with visitors, which is essentialfor effective promotion and sales of products. Promotional activities include advertising, organizing pre-fair comunication, as well as other activities that attract visitors and partners. Trade show salso allow entrepreneurs to gather feedback from visitors, which is important for product improvement . Digitization has had a great impact on the development of fairs and agricultural products. Virtual trade shows allow entrepreneurs to reach a wider market and reduce costs. Altough physical fairs have the advantage of direct contact with products, vitual fairs offer financial advantages an the opportunity to learn new technologies. The conclusion of this thesis is that fairs play a keay role in the development of agricultural products and the business of entrepreneurs. Zhey make it possible to connect with the market, collect information and apply new knowledge and technologies. Digitization further improves the possibilities of trade fairs, making them more asccessible and efficient. The research confirms the importance of fairs as a marketing instrument in the agricultural sector, which enables entrepreneurs to grow and adapt to modern trends and market demands.