Rural bioenergy production is currently a much debated question worldwide. It is closely connected to questions of environmental protection and rural development in both developing and industrial world. In Finland, rural bioenergy production has traditionally meant the production of wood fuels for heating purposes. The utilisation of forest biomasses is undiminished even today, and other biomasses are scarcely used for energy production. The purpose of this article is to discuss the possibility of widening the bioenergy production palette to include biomasses other than forest-based woody ones. This matter is approached from an environmental aspect using the concept of ecological modernisation. Empirical data is collected from two Finnish rural periodicals. The central analytical tool used in the analysis is discourse analysis. Four different periods of discursive variety, based on the contents of the analysed articles, could be identified from the data. In the first periods bioenergy talk was expert-driven and questions on non-wood bioenergy were dealt with varyingly. During the last period, a broad interest in rural bioenergy production evolved and more recognition was given to farmers' role as real energy producers. This raises hopes for a better future for rural non-wood bioenergy production in Finland. (Contains 1 figure and 2 tables.)