The New Rural Paradigm was a response to changing conditions in rural areas. Statistical evidence shows that agriculture is not the main source of rural jobs and incomes anymore and that several rural regions perform in line with urban regions in terms of economic growth. This, in turn, led to changes in the way governments think about rural policy. The shift towards growth has a profound effect on rural development strategies. But it requires large amounts of information and the involvement of sub-central entities that pool knowledge regarding untapped resources, emerging needs, and short-term trends in rural communities. These entities can be local governments, business or other intermediate stakeholders. At the same time, the influence of institutions lobbying in favour of a given constituency, such as national farmers’ associations, is declining. This is particularly evident in the European Union, where funds allocated to direct payments to farmers have been shrinking in favour or support for rural development.