The increased interest in local and regional food revitalizes rural areas and creates opportunities for new entrepreneurial activities. The potential for increased value creation is growing and more and more entrepreneurs realize it. Extant research has shown that embeddedness in local structures is an important factor enabling creation of opportunities in rural areas (Jack & Anderson, 2002). To be able to introduce radically new offerings to the market, innovative entrepreneurs often need to work closely with their suppliers in creating new value. This may be difficult in areas where the rules of the game (values and behavioral norms) may differ from those represented by entrepreneurs. Subsequently, this paper explores how innovative entrepreneurs contribute to value creation in local spaces.