Purpose: The boom experienced in recent years in the cultivation of berries, the current driving force behind the economic development of many regions, has led to new forms of producer organisation, giving rise to numerous Fruit and Vegetable Producer Organisations created under the instruments designed by the Common Agricultural Policy. The main objectives of these organisations are the joint marketing of their members' crops, as well as the management of Operational Programmes, which can be decisive for their competitiveness. In this context, the main objective of this study is to analyse the impact that Institutional Theory has on the design of strategies in this type of organisations, studying the implications of the institutional context and especially the so-called coercive pressure that comes from a regulatory system such as the European Union and the transposition of its regulations to Spain. Methodology: We propose a model that relates institutional isomorphic pressures with decision-making and organisational change, composed of 5 constructs and using 33 indicators for their measurement. In order to test the hypotheses proposed, we carried out quantitative research by means of an ad hoc structured survey of a population universe made up of producer members in the province of Huelva, the second province in Andalusia in terms of the number of recognised Fruit and Vegetable Producer Organisations, with 26, grouping a total of 1,617 producers, obtaining a sample of 128 producers. The model was tested by applying the PLS technique of partial least squares or analysis of variance, using the Visual PLS programme. Results: In view of the results obtained with the model, it can be affirmed that the strategic decision making of the producer partners that are part of a Fruit and Vegetable Producers' Organisation is mainly influenced by the legal context in which the production activities are developed, that is, the strategy would be at the service of the compliance with the legal rules that regulate both the recognition, design and justification of the aid of the operational programmes. Secondly, the design of strategic decisions of these partners finds an important source of inspiration in the experiences of other partners that are considered to be successful, involving the imitation of their business models. We can consider in this typology of isomorphism that decisions on the type of crop, cultivation techniques, varieties or formats to be marketed are strongly influenced by this typology of institutional pressure, generating business models and farms with a high degree of similarity. Not surprisingly, this mimetic isomorphism is to a certain extent fed by the legal obligation to concentrate supply, knowledge of production and common marketing. In relation to the normative isomorphism, it has no impact on the design and strategic decision-making of the producer partners. We can find an explanation for this lack of influence in the perception that producer members may have of the policies emanating from the FVPO itself in relation to widely accepted standards in the agricultural sector as part of coercive pressures that must be complied with. Research limitations: The main limitations of this study include the size of the sample, both in terms of the geographical and sectoral scope of the study, which limits the possible generalizations that could be obtained from the conclusions, as well as the introduction of aspects of a subjective nature by the partners who answered the questionnaire. Originality: Fruit and Vegetable Producers' Organisations form part of a sector, the agricultural sector, in which organisational studies framed in this theory are scarce, since traditionally Institutional Theory has focused on studies of organisations in the public sphere, so the present research contributes to enriching the body of doctrine by applying Institutional Theory of Organisations to the agricultural sector, specifically in the berry subsector. [ABSTRACT FROM AUTHOR]