This article highlights the outcomes of the implementation of the New Culinary Country program implemented in to facilitate and speed up the emergence of the new rurality in Sweden. Based on results from focus groups and one group interview conducted in eight landscapes/counties during 2013 and a state initiated evaluation of the NCCP, the study answers the following questions: What does the NCCP mean in terms of governance? How is power distributed and if possible, which are the consequences of this new governance regime? Which are the main challenges and opportunities of and for the NCCP? The results show that the NCCP has led to a higher degree of regional coordination of actions and resources at regional level. Cooperation and coordination in turn have proved to be the main factors behind the most successful experiences.