This paper explores how digital tools, particularly social media like Facebook, Twitter, and blogs, are used in agricultural and rural development for innovation. It examines whether these Web 2.0 technologies enable more effective interaction among diverse agri-food stakeholders such as producers, researchers, and rural entrepreneurs. The findings, based on content analysis of online communities in Ontario and elsewhere in Canada, suggest that while social media is in an exploratory phase with potential for collaborative learning and knowledge co-creation, there are gaps in feedback mechanisms, perceptions of credibility, and capacity to use these tools effectively. The paper highlights the need for more autonomous, user-driven applications of social media in the sector.