The purpose of this research was to study causes and factors of farm heirs’ participation in the Farm Succession Project.  This Project aims to increase agriculturalists’ capability and to retain the customer base of Bank for Agriculture and Agricultural Cooperatives. The project intends to create more agriculturalists’ heir to conduct farm business in replacement of elderly agricultural borrowers. This could contribute the benefit of achieving sustainability of Thailand Agricultural sector and of BAAC as well. Primary data were collected using questionnaire with 200 sample size and by interviewing of 20 elderly agriculturalists’ heirs. The analysis was done based on quantitative analysis method which is in form of in percentage and frequency. Thereafter these data was applied into Fishbone Diagram Theory to illustrate the existing problems. The result of this study reveals that causes of not effectively join the project due to 1) Unrealized the project existence 2) Wrong Attitude on the Project 3) Lack of Understanding the Project Process Participation  4) Insufficient fund for live up. Some sample had willingness to join the project but declined due to disqualification.  According to the surveys and interviews of the heirs, it shows that the elderly agriculturalists have capacity to repay debt.  Hence, to accelerate more awareness of the project,
there are two solution offered. Firstly, the bank should emphasize more on Public Relation (PR) or any advertising media. Secondly, the bank should offer more incentive in terms of special loan interest rate.