This paper deals with the integration of agriculture in territorial development projects in Chianti region (Italy). After a phase of consensus around the European LEADER program, the failure of the rural district project has revived the previous social and political divisions among local actors. This failure also revealed the differences between two types of territorialisation for periurban agriculture: geographical indication in the globalization on the one hand, and the renewal of ties with city and consumers on the other hand. The first type is supported by the Consorzio of wine controlled denomination of origin Chianti Classico, the second by the municipalities, each of them mobilizing different types of proximities and innovations. Finally, this case study illustrates the ambiguities of the concept of sustainable development, showing how it is manipulated by local actors in very different goals.