This article examines how farm women represent rurality and agriculture within the context of farm tourism. We draw upon qualitative data analysis of a farm women's agritourism network in southern France centred on sheep milk production for Roquefort cheese. Through the use of choreography, staging, performances, and their bodies, we found that women represent rurality and agriculture in multiple and seemingly contradictory ways. At times they paint portraits of rural life that reproduce human‐nature and masculine‐feminine binaries affiliated with tradition and cultural heritage. At other times, they choreograph, stage, and perform modernity by accentuating materials, ideals, and roles more accurately articulated as a product of contemporary society. The result is a complex amalgam of agriculture and rural life representations constructed for tourist consumption. We conclude by discussing the opportunities such representations hold for enabling farm women to access cultural influence in agriculture.