Purpose: The article reflects on transition management in rural areas and the possible implications for extension services able to support social innovation and rural change, starting from experiences on social farming in different areas of Italy. Design/methodology/approach: By presenting three case studies we investigate the role of social services in rural development. The design follows a research action involving local stakeholders (private and public) in a process of collective learning. Findings: The article highlights the difficulties and opportunities encountered in the process of transition management. In addition, it identifies key elements able to facilitate in redefining extension services supportive for social innovation and transition in rural areas. Practical implication: Rural areas are facing difficulties in dealing with the current crisis. In addition, the collapse of the welfare state contributes in reducing the viability of rural areas. In this scenario the article suggests: to re-think rural development initiatives; to improve the linkage between public and private actors in creating economic and social values; a possible process of transition able to create a new collective knowledge, innovative solutions and new rules and attitudes among sectors--agriculture, health, education--and actors--private and public. Originality/value: In the perspective of the 2020 EU strategy on social innovation, the research offers insight into the adoption of approaches and methods that can ensure more equitable paths towards inclusive and sustainable adjustment in rural areas.