Drawing upon the case studies of Norfolk North and Devizes, this chapter explores the relationship between the National Government and popular Conservatism in rural, mixed-class constituencies. Through its policies of tariff protection, targeted subsidies, marketing reforms and, in due course, preparations for wartime food production, the National Government transformed British agriculture in the 1930s. This was orchestrated on behalf of the government by Walter Elliot, the ambitious and reformist agriculture minister between 1932 and 1936, who projected the policies as integral to national recovery both by means of self-sufficiency and improved public health. The chapter shows that, despite their interventionist nature, these policies were embraced by local Conservatives as demonstrable evidence of the party’s commitment to agriculture. It also shows that historical critiques centred around the political and social control allegedly wielded by the Conservative landholding interest remained a common and updated feature of Labour and Liberal politics. Under the National Government, however, Conservatives were able to combine modernity and paternalism. Government policies helped to modernise farming methods and restore profitability, and in consequence rehabilitated traditional paternalist politics through new methods of welfare provision. Whether by means of private largesse (as in the case of Sir Thomas Cook MP in Norfolk North) or public provision, the amenities and improvements championed by rural Conservatives aimed to match those already available to the urban population and to secure for the rural worker a share in the national recovery.