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This paper analyzes the business orientation of the producers of fruits and vegetables in BiH with the special emphasis and high attention to the marketing orientation. The study hypothesis is based on the fact that fruit and vegetable producers in BiH have outdated business concept and that they have no marketing orientation. The inadequate business concept significantly affects the weaker regional competitiveness. The paper traces the development of the business orientation of the fruit and vegetable producers in Bosnia since the war have ended in 1995. until today. The paper concludes that the fruit and vegetable producers in Bosnia, since the war ended, have passed through all stages rapidly, concerning developing business orientation, from the orientation of production, to the orientation to the product, but they failed to adopt and become masters of the marketing orientation and that is the main cause of their stagnation and also the main cause of the loss of competitive advantage in the region. [ABSTRACT FROM AUTHOR]