A new regionalism has been much documented and researched for metropolitan areas; this article documents that there is a new rural regionalism as well. In the United States, these groups appear most likely to emerge in areas that are challenged by outcomes characterizing globalization's effects on the rural condition: namely, exurban or metropolitan sprawl and the resulting landscape fragmentation, often in combination with extreme pressure on the profitability of small farms or other resource uses. This research asks: what impetus is behind rural regional efforts; and what sort of processes of institutionalization do these groups utilize? The paper builds on theory developed by the new regional geographers over the last twenty years, most notably Anne Gilbert and Anssi Paasi, and applies the theoretical framework to three North American case studies in what can be classified as ad hoc rural initiatives in contested landscapes, initiated by local or grassroots actors to foster a specific conceptualization of region. While specific programming varies for different groups, rural regionalism addressed the balance between and interconnections of landscape and land use change, social networks, economic viability, and impacts of global industry. Central to the case studies are actors' efforts to create a regional identity, including forming institutions, defining regional boundaries, and identifying social/symbolic shapes for the region. The research discusses the importance of viewing regionalization through the lens of agency. (Contains 2 tables.)