The chapter identifies and investigates intellectual inconsistencies and contradictions in the implementation of EU rural development policy due to growing neo-productivist pressures. Such contradictions are often attributable to misunderstanding the definition of rural development, which is further exacerbated by recent pressures associated with neo-productivism. The purpose of the chapter is to, firstly, energise debates of the nature and role of rural development policy within paradigm shifts. Secondly, we advocate a revisit and interrogation of the extant, narrow academic and policy debates that are centred on ‘neo-productivist agriculture’ and agricultural change. Thirdly, the chapter seeks to place a marginalised matter at the centre-stage in academic discourses: implications on rural development policy-making.