The image of rural entrepreneurship is dominated by micro companies, which very often are not innovative, stagnant in their development, focused on survival. A large share of them belongs to a gray zone. Policies supporting entrepreneurship development should aim to change gradually the current minimalist functioning strategies of many companies in rural areas. There is a need to diversify the existing uniform methods of influencing the development of Small Enterprises Sector and Medium Enterprises Sector. Rural areas, especially those with difficult development conditions, require separate development programs, which would take in account the specificity of rural entrepreneurship, as in the case of farmers, who are being encouraged to conduct their economic activities in harmony with the surrounding environment. Sustainable development complicates but also organizes spontaneous multifunctional rural development.