Recently, there has been growing interest in the emergence of rural movements in response to rapid changes in the post war countryside. However, little attention has been paid to the reaction of the old social movements to this transformation in rural society. In this paper, I concentrate on the reaction of the Boerenbond (Farmers’ Union) to the altering Flemish countryside in the 1960s and 1970s. The transformation of the Boerenbond in 1971 into a specialised agricultural organisation and a broader rural movement countered the rapid shrinking of the farm population and the strong specialising of modern farmers. Furthermore, by attracting non-farmers, the Boerenbond maintained its support in the countryside. A farmers’ union opening up to non-farming members in a society with emerging new social movements seems progressive at first glance. But the overall prevalence of agriculture in all stages of discussions and implementation is striking. Nevertheless, the emergence of a rural movement with new socio-cultural goals within an old, corporatist and Catholic farmers’ union suggests that this is a unique case in north-western Europe.