We analize recent discussions on institutionality of rural model in Argentina, targeting in the collective construction of "agribusiness strategic plan 2010-2016". Our participation in that plan allows reflections on the role of family farming in building a national model of rural development. Family farmers represent a productive sector in standing dispute with historical territories and disadvantages in the market. They need urgent and multiple actions. We propose to incorporate family farming into a development model, highlighting its role as multifunctional food producer and custodian of the land, in equal with other actors of agrifood system, and to reduce asymmetries with agribusiness sector, recognizing the vital role of the state regulator.