Rural areas in North-East Germany experience out-migration and aging of their population as well as economic stagnation. But at the same time the societal demand for the natural resources of rural areas strongly increases, e.g., for the provision of food, energy, and environmental services. This article questions whether this demand is able to trigger innovation that absorbs or reverses the economic and social marginalisation of rural areas. The emerging bioenergy industry is used to exemplify the various aspects of the innovation concept and to analyse the interactions between different fields of innovation. It is concluded that rural areas need systemic innovations. Rural development effects can be achieved if regional contexts are considered and if learning innovation cultures institutionalise collective exchange and negotiation processes.