EN
The main purpose of this research work was a comprehensive assessment of the role of advisory service entities in creating and supporting of the transformation in rural areas. The most important research method was that of standardized interview – entrepreneurs were interviewed. The research subjects were selected according to assumptions adopted in the methodology of the research project financed by the Ministry of Science and Higher Education from funds allocated for science in the period of 2009-2011 and titled: „Importance of Advisory Institutions in Development of Rural Areas after Poland Joining the European Union”. Author’s own research shows that, among many institutions functioning in rural areas, the Agricultural Advisory Centers (ODRs), rendering multidirectional assistance to rural inhabitants are clearly the main one(s). Through their local departments, they are close to farms and rural businesses and, thanks to that, they know well the problems encountered by their owners. Those institutions should address their offer to young people, because young, educated rural inhabitants are willing to introduce innovations and, thanks to that, to contribute to improving the conditions and results of the business activity run by them, as well as the quality of life in rural areas. It is important that public institutions are not the only institutions functioning in Poland.