Government, supermarkets, consumers, farming leaders and opinion formers all have a clear view of what primary producers and landowners should deliver in terms of the economic and environmental goods needed to maintain a sustainable, accessible and visually attractive countryside. The trouble is that while each may have a clear vision, it is not always the same vision.

The key communication chains in the industry are between farmer-market-farmer; between farmer-taxpayer/consumer-farmer; between farmer-scientist-farmer and between farmer-government-farmer.