Abstract Our study focuses on family farm firms as an important and yet under-researchetype of family firms. We explore the entrepreneurial growth behavior in the context ofamily farm firms by focusing on the role of pluriactivity. By integrating the literaturof family business strategies, EO, and growth intentions, this study of 1618 Finnisfamily farms seeks to understand the idea of pluriactivity as a strategic orientatioof family farm firms leading towards the growth and renewal of their prevailinand future domains. Our study revealed that pluriactivity is associated with growthorientation and perceived strengths of the family farm firms. We identified foutypes of growth groups (Established, Growth-Driven, Experimenters, Stand-Stilland found differences in their pluriactive orientation. We suggest that pluriactivity aa strategic orientation affects the growth-intention of the family entrepreneurs anthe business renewal processes of the family farm firms. Entrepreneurs need to havcapabilities (knowledge, skills, experience) and willingness to change (motivationattitude, volition) when using pluriactivity as a strategic orientation as they affecgrowth behavior (EO). Lastly, we discuss with our results and make some suggestionfor future research avenues in family business strategy research.