This paper considers gender mainstreaming of the EU Rural Development Programme. The EU promotes the gender mainstreaming of rural development policies because retaining women in rural areas is seen as crucial to the long-term viability of rural areas. A review of literature and scan of policy documents demonstrates that few rural development plans address gender issues, and generally only by including some separate projects for women. Little is done to address the systemic features of gender inequality and to realise inclusive developments that address the needs of all social groups. The de-politicisation of rural gender issues results in policy makers ticking the obligatory gender box without envisioning any real change in the agenda or process of rural development policy making. I argue that a more fruitful way to go forward is to re-politicise gender in rural development and to tease out at the local level how changing gender relations and rural development coincide.