The paper is structured as follows. First, definitions and conceptualisations of trust are considered, before moving on review the literature on trust in rural network models of business support. Next, the empirical study design is described, which consisted of case studies of business advice programmes offered to artisanal food enterprises in Northern Ireland and displaying varying degrees of trust. The results of the empirical study are reported and then discussed, with reflections on how trust evolved in each case, and the ways in which trust was lost