In contemporary global environment, the role of rural entrepreneurs in the sustainable development of rural areas is growing significantly. Existing research recognizes the importance of rural entrepreneurs at national and international levels. National governments tend to develop efficient forms of support for rural entrepreneurs. However, the results of this support system can be ineffective. Our study aims to identify strategies to improve state and municipal programs to support rural entrepreneurs. The government support can be classified into two forms: the programs that mainly focus on financial support and programs aimed to provide special consultations on conducting rural business. Based on a comparative analysis of support programs for rural entrepreneurs in Russia and New Zealand, we have identified the key types of support that governments provide to rural entrepreneurs. The study employs qualitative methodology, by interviewing rural entrepreneurs in the Sverdlovsk region, Russia and Canterbury region, New Zealand. This study has determined the most significant and attractive areas of state support for rural entrepreneurs. It also examines the effectiveness of existing measures of state support for rural entrepreneurship. The study concludes that both actors: the state, including local government, and rural entrepreneurs, are willing to consider program measures to form entrepreneurial ecosystems at national and regional levels. These programs need to ensure the interconnectedness and interdependence of all actions of both governments and entrepreneurs to improve the level of food security of the country and the sustainable development of rural territories.