The paper provides an overview of social innovation theoretical aspects and presents a study of endogenous and exogenous opportunities to develop social innovation ideas that enhance more efficient collaboration between the producers of agricultural products and their customers, thus contributing to the overall rural development of Latvia. The aim of the paper is to provide an overview of social innovation development in agricultural enterprises focusing on food producers. In the scope of the elaboration of the paper, the authors have analysed theoretical literature on social innovation and rural development as well as aggregated: secondary information from Latvian rural and national planning documents; data by Central Statistical Bureau of Latvia and EUROSTAT, and consumer cooperatives in Latvia. The study revealed that due to increasing competition in agricultural products’ market, rural entrepreneurs had parallel to existing forms of collaboration to seek for a more holistic market approach. Nowadays, the retention of the market share and ensuring of sustainable food consumption play an important role, which requires that consumers are also involved in the creation of the product value chain.