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Currently, in terms of scientific fields, the European Union is based on the assimilation of existing technologies and mass production. This attitude does not correspond to today's world, characterized by economic globalization and a strong foreign competition. To maintain its economic position in the global context EU was forced to adapt and focus its efforts towards transition to a knowledge and innovation based society. The arguments offered throughout the paper showed a growing preoccupation with economic development based on knowledge and innovation. The present situation of the knowledge transfer market in Romanian agriculture was presented, emphasizing the challenges this market is currently facing. Bottom-up innovation was proposed as a solution to mitigate these problems. [ABSTRACT FROM AUTHOR]