Innovation capacity is essential for farmers to remain competitive and overcome the challenges facing Mediterranean agricultural systems. Based on an extensive empirical study, this paper elucidates the common attributes of innovative farmers in the Region of Valencia (Spain). The model presented in this study investigates whether an innovative attitude can be explained by market-entrepreneurial orientation, learning orientation, individual profile traits and farm size. The findings provide insights into how age and experience affect innovation in agricultural smallholdings. The study shows that the most innovative farmers run large farms and have a strong market-entrepreneurial orientation. Farm size and learning orientation are key requirements to enhance the innovative attitude of farmers.