The purpose of this study is the possibility of changing the rural economy and creating alternative forms of employment for rural residents. The socio-economic effects of self-employment are being investigated, including an increase in rural household incomes, improved food security, and preservation of the traditional way of life. The key advantages of self-employment in rural areas are: low costs of doing business, the possibility of using a subsidiary farm, and more developed social ties. At the same time, rural self-employment faces a number of challenges, such as limited markets, insufficient infrastructure and an outflow of the working-age population. Effective state support for the development of self-employment in the agricultural sector can become an important factor in improving the standard of living of the rural population, revitalizing depressed rural areas and stimulating the development of the regional economy. Realizing this potential requires an integrated approach to creating an enabling environment.