In a changing and turbulent economic global scenario, the public sustain to agriculture will
face counteracting local forces originating from some local actors, unwilling to accept all the
facets of the CAP and the RDP. Power and leadership of actors and main social leader can help
or contrasts implementation of public policies. So that policymakers will not avoid the confrontation
with people and the hard work to continuously survey their willings and interests. The
comparison between two case-studies located in different Italian regions (the Marches and Friuli
Venezia-Giulia) showed the essential role of local interests in the success/failure of implementing
the public interventions. The paper reports results of case-studies located in different sociogeographical
areas, the case of the ‘Verdicchio of Matelica Wine Road’ in the Marches, and the
case of the ‘Rural District Bassa Pianura Friulana’. The failure of a proposed rural policy depends
on local counteracting interests. Implementing the Future Rural Policy in a view of positive success
does necessitate the continual and fatiguing consultations with local communities.
