Purpose: University-Industry Collaboration (UIC) is crucial for enhancing sectoral performance and competitiveness. This study focuses on investigating the challenges and solutions to achieving effective UIC in Brunei Darussalam's agricultural sector. This sector is pivotal in diversifying the economy away from historical dependence on oil and gas, thereby promoting sustainability. Design/methodology/approach: Adopting an interpretivist stance, this study prioritised subjective views through semi-structured interviews with 20 diverse participants, including government officials, agri-business professionals, farmers, an agri-tech company and academicians. Findings: The findings highlight key challenges to successful UIC, including varying stakeholder needs and goals, limited proactive engagement and inadequate funding. Overcoming these barriers necessitates the provision of financial support and supportive mechanisms to agricultural stakeholders, along with fostering active participation in collaborative efforts. Enhancements in both academic and practical aspects are also essential for addressing these challenges effectively. Research limitations/implications: This study provides practical insights for stakeholders in industry, academia and government to collaboratively improve sectoral performance. Given its qualitative nature, the findings may not be universally generalisable beyond the contexts examined. Future research should validate these findings across diverse settings to enhance the transferability and applicability of UIC strategies. Originality/value: This study addresses a crucial gap in the literature by examining UIC in agricultural contexts, particularly in developing countries such as Brunei, where research in this area is scarce. Moreover, this study's findings may have relevance beyond the immediate context, as they provide rich and detailed insights into UIC dynamics from diverse stakeholders' perspectives, which can be applicable to similar settings in other developing countries.