This article proposes an interpretation of the process of adopting innovations and farm manager perceptions of innovations and diversification in Bulgarian agriculture. Bulgarian agriculture is operating in new macro-conditions since Bulgaria joined the EU. This paper shows the main trends of agricultural sector and the level of diversification of the activities, which also is the aim of the study. It represents the adoption of innovation as a possibility for farm development using the collected data. The well-known models of farm management are not bringing the required profit of agricultural activities every time. Furthermore, the scarcity of resources and the increasing need for environmental protection lead to a search for innovative processes and techniques for reaching decent development in the sector. There is a link between the farmer’s age and the willingness to innovate the activities. The main findings show that farmers under 50 are more likely to adopt innovations. Around 37% of the farmers are planning to adopt innovations. The paper outlines some factors that are constraining the processes. Other evidences show that some diverse activities in Bulgaria are an innovation for the area. The innovative activities are: provision of health, social or educational services, snow cleaning, craftsmanship and restaurant services, rural tourism, etc. The methodological framework is based on the following logic: theoretical review of innovation and item discussing the diversification as an innovative concept in agriculture; the state and condition of the Bulgarian agriculture; evaluation of some factors influencing innovative processes in the agriculture based on own survey; evidence of diversification activities based on statistics and own research. According to the analysed information some general conclusions are made.