Cross-industry digitalization, which is also taking place in agriculture through the use of new technology, sensors, and networking, requires the responsible handling of data. One way to manage data and draw value from it is to use blockchain technology. The food industry and end customers, in particular, demand this technology to achieve traceability and transparency. To ensure a meaningful use of blockchain technology for agriculture, this application domain must also be considered and analyzed in terms of its social and operational structures. This paper presents the results of a qualitative study in which 41 stakeholders from the agricultural sector answered questions in a written interview and participated in focus groups. It was found that it is attractive for farmers to adapt to new markets and technologies early on in order to gain a competitive advantage. However, their concerns about losing long-time local business partners and the social fabric in which they grew up must be considered.