Objective Diversified food during pregnancy is the very important since it is known to affect pregnancy and birth outcomes. The aim of this study was to assess dietary diversity practice and associated factors among rural pregnant women in North East Ethiopia. Result A total of 647 pregnant women were participated with a response rate of 97.4%. The adequate dietary diversity practice of pregnant women was found to be 31.4% [95% confidence interval (CI) 27.8–35.2]. Cereals were the most commonly consumed food groups. Dietary diversity practice of pregnant women was associated with maternal education [Adjusted Odds Ratio (AOR) = 2.36, 95% CI 1.29, 4.32], wealth index (AOR = 1.85, 95% CI 1.21, 2.82), nutrition information (AOR = 2.51, 95% CI 1.05, 6.02) and Productive safety net program beneficiary (PSNP) (AOR = 1.7, 95% CI 1.16, 2.50). The dietary diversity practice of pregnant women was found to be low in the study area. Maternal education, wealth status, having nutrition information and PSNP beneficiary were the determinant factors.