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Innovation and implementation of new technology in farming is considered important to meet challenges for agriculture to increase sustainability and improve efficiency in production. Less emphasise has been on how the farmers experience the new technology. This paper responds to this gap and explores how Automatic Milking Systems (AMS) influence farmers' job satisfaction. The research questions are: Are there differences in the experienced level of job satisfaction between AMS farmers and farmers applying Conventional Milking Systems (CMS)? Which factors determine the level of job satisfaction in dairy farming? Do these factors vary on AMS farms compared to CMS farms? The empirical data is based on a survey to a sample of dairy farmers with AMS and CMS. The results show that the most important factors which influence job satisfaction positively are common for AMS and CMS; Increased income, new cowshed, there is a successor present, farmer wants to continue farming. Contrary, higher education and being a male reduces job satisfaction. Further, the results show that AMS farmers are more satisfied with their working day, their occupational safety and their working environment. Other factors which influence job satisfaction for dairy farmers are; Less paper work, working together, considering technological competence less important, being appreciated, considering economic competence less important, increasing milk quota, loneliness and health worries. However, these factors can to a varying degree be explained from an AMS/ CMS perspective, even though they differ between the two technologies.

Purpose – The aim of this paper is to contribute to a better understanding of growth processes of speciality food firms and how these processes influence the producers' perception of quality demands of the products. Design/methodology/approach – A case study approach was chosen covering four specialty food companies in Norway. This explorative study was conducted from the producer's perspective. Findings – Results show that, as part of growth processes, firms invest in different activities to strengthen the quality of their products to achieve distinctiveness in more competitive markets. The most important quality that contributes to distinctiveness and increased value seems to be traditional handicraft production processes. In some cases, expensive and time-consuming processes are invested in developing qualities that are not transformed into higher value in the market. Research limitations/implications – The number of cases is too small for statistical analysis, but this explorative case study may provide a basis for a survey of a larger sample of firms. Practical implications – The study indicates a need for companies to gain more knowledge about consumers' preferences and behaviour, and to develop product qualities and market communication accordingly. Originality/value – Research is scarce on obstacles to growth in specialty food firms. This study contributes important knowledge to enhance further development of the industry.