ADAS - Defra, UKrandd.defra.gov.uk/Document.aspx?Document=KT0107_… · Web viewAlso in past got involved in Yorkshire Water initiative on ... most effective way of publicising

DEFRA Project KT0107

Communication methods to persuade agricultural land managers to adopt

practices that will benefit environmental protection and conservation management

(AgriComms)

Final report (Appendix 3)

to

DEFRA Farm Management Improvement Division (FMID)

November 2001

Organisations providing responses on the provision of information and advice

England and WalesADASAgriculture and Environment Research Unit (AERU), Hertford UniversityASDAAssociation of Independent Crop Consultants (AICC)BASIS Registration LtdBritish Association for Shooting & Conservation (BASC)British Beet Research Organisation (BBRO)British Grassland Society (BGS)British Potato Council (BPC)Checkmate International (CMi)Countryside Agency (CA)Countryside Council for Wales (CCW)Countryside Management Division, DEFRA (CMD) Crop Protection Association (CPA)DEFRA Rural Development Service (RDS)Devon County CouncilEnglish Nature (EN)Environment Agency (EA)Environmental Enhancement and Sustainable Farming Club (EnSus, Obj. 5b project))Environmental Trust Scheme Regulatory Body Ltd (ENTRUST)Farmade Management Systems LtdFarming and Countryside Education (FACE)Farming and Wildlife Advisory Group (FWAG)Fertiliser Advisers Certification and Training Scheme (FACTS)Fertilisers Manufacturers Association (FMA)Fieldfare AssociatesFood and Drink Federation (FDF)Forestry Commission (FC)Game Conservancy Trust (GCT)Harper Adams Agricultural College (HAAC)Heather TrustHertfordshire County CouncilHome-Grown Cereals Authority (HGCA)Horticulture Research International (HRI)IACR RothamstedIGER North WykeJohn Archer ConsultingKemira AgriculutreKent County CouncilLake District National Park Authority (LDNP)LANTRALinking Environment and Farming (LEAF)Lloyds TSB BankLocal Government Association (LGA)Maize Growers Association (MGA)Marks & Spencer (M&S)Milk Development Council (MDC)National Association of Principal Agricultural Education Officers (NAPAEO)National Farmers Union (NFU)Northern Upland Moorland Regeneration (Obj. 5b project)Oxfordshire County Council

Peak District National Park Authority (PDNP)Potash Development Association (PDA)Royal Agricultural Society of England (RASE)Royal Association of British Dairy Farmers (RABDF)Royal Institute of Chartered Surveyors (RICS)Royal Society for the Protection of Birds (RSPB)Soil AssociationSoil Management Initiative (SMI)Suffolk Landscape projectTerra Nitrogen (UK) LtdUnited Kingdom Agricultural Supply Trade Association (UKASTA)Warwickshire County CouncilWildlife Trusts

Scotland, Ireland and the rest of EuropeCentre for Agriculture and Environment (CLM, the Netherlands)Danish Agricultural Advisory Centre (DAAC)Dept. of Agriculture and Rural Development for Northern Ireland (DARDNI)Environment Protection Agency (EPA, Eire)Scottish Environment Protection Agency (SEPA)Scottish National Heritage (SNH)Swedish Seal of Quality

ADASWoodthorne, Wergs Road, Wolverhampton WV6 8TQ (01902 754190)

1. Strategic objectivesTo provide commercial research and consultancy services to land-based industries.

Policing role? NoLocal, regional or national objective? National

2. Main targetsInformation only Advice

Awareness Specific General Farm/field specific

Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y Y Y YTrade companies Y Y Y YStudents Y Y

3. Current provision of Information and Advice

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erTargeting environment protectionWater – nutrients Y Y Y Y Y Y Y Y YWater – other Y Y Y Y Y Y Y YSoil – chemical Y Y Y Y Y Y Y YSoil – physical Y Y Y Y Y Y Y YAir – nutrients Y Y Y Y Y Y Y Y YAir - odour Y Y Y Y Y Y Y YWhole farm planning Y Y Y Y Y Y Y YOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y YWhole farm Y Y Y Y Y Y Y YInitiating interest Y Y Y Y Y Y YOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y

Targeting environment protection Targeting conservation management

Hard copy leaflets and publications

Many ADAS/MAFF publications in past covering EP and wide range of other topics. Recent publications mainly on contract, e.g. RB209, Livestock Manure booklets,

ADAS/MAFF leaflets on a range of conservation habitats; also on creating new farm woodland

Telephone Widespread use. Used successfully following initial letter to initiate interest and arrange a farm visit under DEFRA contract (often 50% success rate); used to provide grant information and answer general conservation queries.

One to one Yes, either direct commercial consultancy to farmers or funded by e.g. DEFRA.

Yes, either direct commercial consultancy to farmers or funded by e.g. DEFRA.

Press Common use both pro-active and reactive. Yes, mainly pro-activeDemonstrations or events

Presence at most major events with EP as primary or secondary objective; often funded by DEFRA. Permanent and semi-permanent demo farms – e.g. ADAS Research Centres, Manure Demo farms.

Farm walks and demonstration, attendance at agricultural shows and other agricultural industry events to promote conservation, environmental use of set-aside and new woodland planting under contract to DEFRA.

Conferences or seminars

Both – individual and Roadshow type (e.g. RB209 and Agriknowledge Roadshows); Manure Training seminars. Mainly consultants/trade/leading farmers; EP may be primary or secondary objective.

Both - often with CM as secondary objective. Provide speakers to farmer discussion group meetings.

Members or focus groups

Still a few farmer groups/crop centres that meet regularly but much fewer than in past. Topics can include EP but mainly profit related. Crop Action and Horticulture Notes sent every 1-2 weeks to 1500 farmers/trade with topical production related advice.

email Mainly in house and to/from other researchers/consultants.

Mainly in house, but also to other organisations involved in CM

Website Yes, but mainly only general company information.

Yes, but mainly only general company information.

CD, video, etc Several CDs prepared on contract, e.g. MANNER,

TV or radio Occasional radio. Occasional radio.Other (specify)

4. Preferred communication media Workshops, focus groups and small participative groups with regular members meeting on several

occasions e.g. Wheat Sector Challenge, dairy groups are most likely to influence change. The credibility brought to a new method/technique by a practising farmer member is very meaningful and may be far more persuasive than the ministrations of a consultant or trainer. Experience demonstrates that successful groups often re-invent themselves and focus on a range of related issues. Larger conferences can be effective in creating awareness but often ‘preach to the converted’.

Seeing is believing so demonstrations also feature, though may have more impact on e.g. choice of machine than method of use. Personal involvement in small groups will be more effective than simply watching.

In spite of all the information in the farming press and post farmers are often not well informed unless they have had one to one on-farm advice. Because of the common weakness of the profit motive, one to one contact is best for EP and CM advice. Farm Waste Management Planning and free NVZ advice to farmers has been very effective. Many farmers do not focus their attention on conservation unless attending farm walks or receiving a visit.

The impact of publications is often very limited except where specific, credible, and/or prescriptive information is provided (e.g. RB 209, Pesticides ‘green book’).

Personality, friends, neighbours, family, community influencers, habits, desire for an easy life, personal preferences, all often have a greater influence than finance in persuading a farmer to change.

Visual demonstration using 'live situations' has been considered to be a very effective technique. Numerous examples of on-farm demonstration. May be increasingly difficult because of need for bio security /disease considerations both of livestock and crops. Remote observation using video links/internet offer a new angle on a well established technique.

Promotion by a third party is effective for communicating government messages to an audience that may be sceptical of government e.g. ENSUS. Workshops with consultants/trade are effective as ‘gearing’ is often achieved (i.e. cascaded information).

A letter followed by telephone contact can be very effective at initiating farmer interest. Also pre-paid invitations to events or inviting requests for further information. Telephone not effective when direct advice sought.

Further significant (conservation) change will need to be incentive led (i.e. ££s). Web-based communication increasing in use; advantage is 24 hour, 7 day access.

5. Co-operation/joint ventures with other organisations Many co-operative projects often at single event level, or when seeking widespread industry agreement in

the development of national standards e.g. ADAS/EA campaign to reduce point source pollution, conservation demonstrations in co-operation with RSPB, GCT, Wildlife Trusts, FC, RDS, etc..

Joint activities/programmes with other organisations can often be beneficial by tapping into the audience and resources of both organisations. Care needs to be taken with the partnership to ensure that the 'mission' of both partners is complementary.

6. Sources of informationIn-house, other research and service organisations, Government. We are concerned about the technical quality, standardisation and balance of some information and advice promulgated by some other organisations.

7. Objective measures of the success of each activity or group of activities Very little objective research available in the UK which is up to date. The ECOTEC report was useful but focussed on success of programmes rather than methods of delivery.

8. Subjective views on the success and cost-effectiveness of activities and communication media see other points.

9. Future plansTargeting environment protection and conservation management

Continue to encourage and work with DEFRA and other organisations to help communicate useful and helpful information and advice both to farmers directly and through intermediary organisations.

10. Changes in other organisations needed to make future activities more effective DEFRA – Introduce schemes which can be operated by all farmers interested (and most are) to encourage

on-going small scale work with fewer ties, even at lower grant rates where there is a farmer benefit or at higher rates where the benefit is mainly public.

Need to ensure that existing and new schemes include environmental cross compliance. At present even the agri environment schemes fail to do this e.g. Countryside Stewardship does not require the applicant to comply with COGAP.

11. Other comments on how best to persuade farmers to change their practices. At a time when farmer/Government mutual trust is at a low point, a fresh approach is needed where

farmers are involved from the start in bringing about EP and CM. Farmers should made to feel valued, respected, wanted, trusted, accurately represented, understood, truly

supported and adequately compensated for their efforts. Do this by involving them in the process from start to finish. Farmers are much more open to change than they are often given credit for. They will persuade each other if the conditions are right.

FMD has added to the pace of change and given affected farmers the opportunity to consider other ways of investing their money or exit farming. Farmers visited 5 years ago are much more open to conservation advice suggestions but farm profits restrict abilities to invest in e.g. habitat protection. There is time during winter 2001/02 to carry out on-farm works.

Plan campaigns in a structured way to make best use of all means of getting the message across. Combine legislation and information provision linking payments to verification.

AERU, University of HertfordshireDept of Environmental Sciences, University of Hertfordshire, Hatfield, Herts. AL10 9AB

(01707 284582)

1. Strategic objectivesTo deliver policy at a farm level. Environmental protection is main priority.

Policing role? NoLocal, regional or national objective? European

2. Main targetsInformation only AdviceAwareness Specific General Farm/field

specificArable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y Y Y YTrade companies Y Y Y YStudents Y Y Y Y


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erTargeting environment protectionWater – nutrients Y YWater – other Y YSoil – chemical Y YSoil – physical Y YAir – nutrients Y YAir - odourWhole farm planning Y Y Y Y Y Y Y Y Y YOther (specify)Targeting conservation managementHabitats Y YSpecies Y YArchaeology/historyLandscapeWhole farm Y Y Y Y Y Y Y Y Y YInitiating interest Y YOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y Y Y Y



200-300 per annum as for EP

Telephone EMA helpline (about 12 calls/month)One to one OccasionalPress OccasionalDemonstrations or events

Attend trade shows to promote software only do demonstrations on request


Attend conferences to talk about their work. Organise agri-environmental conferences

Organise agri-environmental conferences


Purchasers of EMA become members of RBN group which provides information updates. EMA management group of about 12 organisations.

email Used to alert users to access EMA updates from website.

Website EMA and globalfarming websites. EMA group on RBN website used to provide EMA updates to users.

CD, video, etc 3,300 copies of EMA CD sold (priced £41); about 40% go to advisers or to site licenses so no. of users is more than 3,300. Three main parts:-Advisory system (document library);Technical system (interactive RB209, pesticide use, soil damage risk decision support modules; EMA-plan, waste management advisor; whole farm planning aids);Evaluation/auditing system (fertilisers/ livestock wastes, pesticide risk assessment, soil sustainability, livestock management, energy efficiency, water efficiency, conservation). Qualitative and quantitative audits.

Biodiversity manager within Technical system

TV or radio Occasional local radio.Other (specify)

4. Preferred communication mediaCD’s preferred as best means of passing on large volumes of information in a useable form (e.g. legislation, Codes of Practice documents).

5. Co-operation/joint ventures with other organisationsEMA developed in collaboration with IACR Rothamsted, ADAS, CSL, SSLRC and HRI with MAFF, MDC, HDC and APRC funding (though not all organisations now involved). EMA Business Club includes DEFRA, FMA, HGCA, CPA, Waitrose and ADAS. Support also received from other organisations including Aventis, EA, FWAG, LEAF, SNH, QV Foods, UAP. Always aim to work with other organisations via research or business collaboration which helps progress work successfully.

EMA is distributed by Muddy Boots Software ltd, BCPC Publications, Agronomy Enterprise and the Milk Development Council.

6. Sources of informationResearch results, Codes of Practice, legislation, business management.

7. Objective measures of the success of each activity or group of activities None.

8. Subjective views on the success and cost-effectiveness of activities and communication media EMA viewed as success due to number of copies of sold AND the number of repeat sales year on year. Feedback from users is positive. Opinion of most Business Group organisations is favourable and always suggesting improvements and additions.

9. Future plansTargeting environment protection Targeting conservation managementKeep it progressing, including:-· further development of Biodiversity Manager· further development of EMA-Plan

Anticipate that CD’s will be replaced by internet websites in the (long-term) future. Recent increase in farmers on the web is very marked and this will expand.

as EP

10. Changes in other organisations needed to make future activities more effective Other organisations must provide information. Three strands of information are important - IT,

environment and agriculture. Important to maintain state of the art solutions.

11. Other comments on how best to persuade farmers to change their practices. Science isn’t getting delivered to the farmers in the right way. Technology transfer still means writing research papers to many people - this does not go far enough. A central point for information is needed.

ASDAASDA House, Leeds (01132 435435)

1. Strategic objectivesIn terms of agricultural produce main objective is customer satisfaction, EP and CM issues may be indirectly involved in terms of product quality. The company does however have an overall environmental policy, which is looking issues like waste reduction, recycling, reducing energy and fuel consumption etc. New buildings use ‘brown field’ sites.




ArableHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultantsTrade companiesStudents


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Targeting produce qualityHard copy leaflets and publications

Newsletters to suppliers, usually to maintain the link, as opposed to with an expectation of making change.

TelephoneOne to onePress Use agricultural trade press to promote issuesDemonstrations or events

Attend shows to promote the ASDA brand

Conferences or seminarsMembers or focus groups

Farmer group meetings organised with via suppliers (see section 6)

emailWebsite Website is customer orientated onlyCD, video, etcTV or radio Output via this media is aimed at the customer so prefer TV to radio. Stories on TV may

show producer issues but only where this is of interest to the consumerOther (specify)

4. Preferred communication mediaNo direct EP or CM advice to farmers. Most produce sold has been produced according to the National Farm Assurance Schemes and thus will have been produced with recognition of COGAPs etc. In addition ASDA has its own (tighter) specifications for field produce where they do have a direct link with the farmer producers.

Main problem in terms of farmer contact for ASDA is making the link between farmer producer and finished product on the supermarket shelf. Except for field produce ASDA’s main point of contact is the supplier (abattoir, dairy etc.). For beef producers most understand the connection, but for others, like milk producers it is more difficult: they sell to a dairy who collects in tanker and farmers don't know whether their milk will go to be bottled or to dairy products like cheese. Link to ASDA as the seller of the milk or cheese is very remote. Thus ASDA use farmer group meetings (usually about 20 farmers) organised by the supplier (e.g. dairy or abattoir) to talk directly to farmers about their requirements. These meeting are regarded as very important in terms of influencing farm practices.

5. Co-operation/joint ventures with other organisationsMainly limited to suppliers, although have worked with ADAS on technical issues in the past. Also in past got involved in Yorkshire Water initiative on nitrates in water.

6. Sources of information

7. Objective measures of the success of each activity or group of activities

8. Subjective views on the success and cost-effectiveness of activities and communication media


Looking to develop more contacts with local producers to put ‘local’ products in supermarkets. Potential environmental benefit in terms of less transport.

10. Changes in other organisations needed to make future activities more effectiveSuppliers used to be more active in terms of one-to-one extension work with farmers, post F&M need to re-examine this approach.

11. Other comments on how best to persuade farmers to change their practices.Following F&M need to re-assess situation/priorities.

Association of Independent Crop Consultants (AICC)Agriculture House, Station Road, Liss, Hants GU33 7AR (01730 895354)

1. Strategic objectivesCommercial consultancy. There are 180 members, managing c.1 million arable hectares.

Policing role? NoLocal, regional or national objective? England , Scotland and Wales



Arable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Hills and uplandsConsultantsTrade companiesStudents


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Targeting environment protectionWater – nutrients Y Y YWater – other Y Y YSoil – chemical Y Y YSoil – physical Y Y YAir – nutrientsAir - odourWhole farm planning Y Y YOther (specify)Targeting conservation managementHabitats Y Y YSpecies Y Y YArchaeology/historyLandscape Y Y YWhole farm Y Y YInitiating interest Y Y YOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y



Many members will send newsletters and other pre-existing publications to their farmer clients including EP and CM info/advice - EP more prominent than CM.

As EP but less prominent. However expanding in emphasis as whole farm issues become more important for farm support and regulatory reasons. 70% of members have passed ICM proficiency exam.

Telephone Key methodOne to one Key methodPressDemonstrations or eventsConferences or seminars

Some events organised by individual members


Farmer group meetings commonly held, some occasional (e.g. annual) but some groups with permanent membership (e.g. 6-10 farmers) meeting regularly (e.g. monthly)

emailWebsite A few members have a website.CD, video, etcTV or radioOther (specify)

4. Preferred communication media One-to-one advice is most effective. It is relatively foolproof and can be targeted to farm circumstances

and farmer expertise. Publications/web-based information can be seen as ‘patronising’ or not relevant to specific farm

circumstances. Scottish Agronomy have 20 groups of 6-10 farmers each which meet monthly combining discussion and

farm visit – considered to work well and be liked by farmers. Demonstration farms useful but need regular visits to avoid problem of only seeing a snapshot in time. Web-based information has increased in popularity and recognition due to FMD crisis. However farmers

still expect to be told static information rather than have to look it up.

5. Co-operation/joint ventures with other organisations

6. Sources of informationNo real problems but members have strong interest in keeping themselves up to date so have good contacts.



9. Future plansTargeting environment protection Targeting conservation management

10. Changes in other organisations needed to make future activities more effectiveA DEFRA website Bulletin Board would be useful to allow opportunity for rapid and effective two-way exchange of information and comments.

11. Other comments on how best to persuade farmers to change their practices.

BASIS Registration Ltd34 St John Street, ASHBOURNE, Derbyshire, DE 6 1GH (01335 343945)

1. Strategic objectivesTo set, improve and audit standards (in the UK) for the safe storage, handling, advice and use of pesticides and bio-pesticides and advice on fertilisers for the benefit of the user, consumer and environment. BASIS exclusively defines the syllabus (approved by ministers) for the statutory certificate of competence for pesticide sale and supply (advice), and operates the only CPD register in this area (for advisers). Membership is a DEFRA Code of Practice obligation, is favoured by Assurance Schemes and serves to lower Professional Indemnity premiums. BASIS is an independent registered charity set up at the behest of government.

Policing role? Yes, - a self-regulatory one for the pesticide and fertiliser industry.Local, regional or national objective? National



Arable Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Y Y YHills and uplands Y Y YConsultants Y Y YTrade companies Y Y YStudents Y Y Y


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erTargeting environment protectionWater – nutrients YWater – other YSoil – chemical YSoil – physical YAir – nutrients YAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM


Hard copy leaflets and publicationsTelephoneOne to onePressDemonstrations or eventsConferences or seminarsMembers or focus groups

c.2500 certificated advisers. It is estimated that over 90% of all UK pesticide applications follow advice from a BASIS qualified agronomist.

emailWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaBASIS does not directly provide advice, BUT for commercial reasons almost every farmer will take advice of a BASIS qualified agronomist (a statutory requirement) who is also likely to be on the BASIS Professional register (a code of practice ‘obligation’). By defining the syllabus for the statutory certificate of competence for sale and supply of pesticides and by having a ‘partly prescriptive’ renewal requirement for the Professional Register, BASIS can profoundly influence farmers on EP and CM issues. BASIS has already introduced an ICM component into its syllabus for the statutory certificate. BASIS is now working closely with NPTC (and soon with English Nature and RSPB) to produce a simple rational framework of continuing professional development schemes for the agricultural industry which will deliver improved EP and CM advice to farmers.

5. Co-operation/joint ventures with other organisationsBASIS was established by the industry for the industry to meet its mission statement. Initially its constituents were mainly agrochemical distributors. By necessity it is an ‘inclusive’ organisation which now embraces consultants, manufacturers and farmers (who are increasingly taking the BASIS ‘exam’ and joining the Professional Register). BASIS has been highly successful - whilst the certificate of competence is a statutory requirement for those in sale and supply only, in effect all advisers take the exam, with a large majority also joining the BASIS Professional Register (to prove commitment to continuing professional development - CPD) some 2,542 advisers involved with crop protection are registered.

There is no legislative requirement for those advisers who work with fertiliser to prove their competence but the FACTS scheme, which is administered by BASIS and reports to the BASIS Board, was set up so that these advisers could show their competence. FACTS members may join the Professional Register to show their commitment to CPD - 631 people have registered with ‘fertiliser’ as their main category and another 1,208 as one of their categories.

6. Sources of informationBASIS does not communicate directly - other than through its newsletters to members of the Professional Register, certificated storekeepers and the nominated Directors of agrochemical distributors. However as BASIS (and FACTS) examination candidates are examined by current practitioners ALL NEW ACCEPTED WISDOM FROM WHATEVER SOURCE can and does form a part of the BASIS Certificate in Crop Protection (FACTS certificate). By introducing PRESCRIPTIVE RENEWAL into its REGISTERs, BASIS can mandate TRAINING OF ADVISERS IN PARTICULAR AREAS OR SUBJECTS (e.g. EP, CM). IN DISCUSSION WITH OTHER INTERESTED GROUPS THIS IS WHAT BASIS IS EXPLORING AS A POSSIBILITY AT ALL LEVELS IN THE INDUSTRY.

7. Objective measures of the success of each activity or group of activities ‘The proportion of BASIS certificated advisers who are members of the BASIS Professional Register’ has been proposed as a key government indicator of the industry’s commitment to responsible pesticide use (and environmental protection). For more information, see i) Pesticide Forum: Outcomes and Indicators Group report 2001 and ii) Minimising adverse impacts of pesticides on the environment, Feb 2001 (Pesticide Tax Alternative Proposals - Indicator 3b.

(Many other countries in Europe lack even a statutory certificate of competence, never mind a continual professional development register. In the UK, our measures (above) are the numbers of certificated advisers committed to CPD. A similarly “unlevel playing field” also applies to standards of transport and storage across Europe – see Q12).

8. Subjective views on the success and cost-effectiveness of activities and communication media Farmers pay BASIS qualified agronomists for their advice, or they pay to obtain the qualification themselves. Farmers accept that the advice they get conveys a benefit for which they are prepared to pay. BASIS agronomists can therefore serve as an entree to ICM, IFM, bio-diversity awareness, the creation and preservation of habitats and the introduction to local conservation groups.


10. Changes in other organisations needed to make future activities more effectiveIdentify common ground and work together to provide non-conflicting advice. The BASIS CEO proposes a PACT (Putting Agronomists and Conservationists Together) at grass roots level by introducing environmental competence into the (BASIS) statutory certificate of competence. This could be taught and examined by ‘local’ conservationists.

11. Other comments on how best to persuade farmers to change their practices.Historically the farming industry has responded to government needs and policy better than any other UK industry. What other major UK industry leads the world in efficiency and productivity? Where else is there a more advanced ‘civilisation’ with less than 1% of the population feeding the other 99%? If UK agriculture is in a mess, then this is the result of success in meeting successive governments’ objectives.

What is needed is true leadership (and hope that their trust in Government has not been irreparably lost).

British Association for Shooting and Conservation (BASC)Marford Mill, Rossett, Wrexham LL12 0HL (01244 573000)

1. Strategic objectivesProtect shooting - right to private firearms ownership, opportunities to go shooting.Maintain healthy quarry population - through conservation.

Policing role? NoLocal, regional or national objective? National applied regionally



Arable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultantsTrade companiesStudents


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Targeting environment protectionWater – nutrients Y Y Y Y YWater – other Y Y Y Y YSoil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y YSpecies Y Y Y Y Y YArchaeology/historyLandscape Y YWhole farm Y Y Y Y Y YInitiating interestOther (specify)Targeting Integrated Farm ManagementIFM

Targeting environment protection

Targeting conservation management


Protecting water quality - included in advisory material on managing water habitats for shooting.

Green Shoots - The Contribution of Shooting to Biodiversity in the UK. Book relating to flagship initiative. Leaflets on habitat management free to members. Some booklets available to purchase e.g. Ponds & Lakes, Hedgerows.

Telephone To members - information and advice. Backed up by leaflets and who to contact for further advice

One to one Mostly at show grounds - not much on-site advice to members. Generally refer to other sources of on-site advice. Members often rent shooting from farmers, and seek advice on how to persuade farmers to improve game/wildlife value of land.

Press Voice of Shooting magazine for members includes conservation articles; The Custodian is for gamekeeper members. Not been active in wider press in past but now more active in running articles on benefits for conservation from shooting.

Demonstrations or events

Planned - joint events with other organisations, focusing on key BAP species from Green Shoots e.g. water voles, bats, farmland birds.


2 planned - one for project in Cheshire, working with the local BAP & Green Shoots initiative highlighting management of species and habitats that members can identify. Other = mammal conference open to non-members


Wildfowler groups - members required to carry out practical conservation management tasks on shoot territory before being allowed to shoot as a member.

email Increasing enquiries by email but often difficult to answer directly - queries require discussion or an address to mail non-emailable material.

Website Some simple technical information included with contact point for more information.

CD, video, etcTV or radio Directed at non-members - raising profile of issuesOther (specify)

4. Preferred communication mediaOne-to-one advice most effective but high cost. Not sufficient staff to provide individual on-site advice, hence referral to other providers. Open days e.g. 1:20 also effective. Direct personal contact best, so telephone useful, with leaflets to back up.

5. Co-operation/joint ventures with other organisationsJoint ventures are better way of getting to bigger audience, increase membership and bring like-minded people together. Want to increase this - particularly taking research out to members. Have provided training days for e.g. FWAG, Community Forests.

6. Sources of informationGame Conservancy Trust and DEFRA research. In-house and some commissioned research.


8. Subjective views on the success and cost-effectiveness of activities and communication media Direct personal contact most effective (see 4)


More group communication, both in field and in conference room. More joint events.Would like to produce video but dependent on funding.

10. Changes in other organisations needed to make future activities more effectiveBe prepared to be more co-operative and involve BASC. Conservation organisations are often in competition for members who can restrict joint working.

11. Other comments on how best to persuade farmers to change their practices.Drip drip effect - need to keep providing information through as many different media as they will use, especially one-to-one and one-to-group. Widen appeal by involving other organisations.Incorporate within advice on managing change e.g. to legislation.

British Beet Research Organisation (BBRO)The Research Station, Great North Road, Thornhaugh, Peterborough, PE8 6HJ (01780 782585)

1. Strategic objectivesTo commission and implement research and technology transfer designed to increase the competitiveness and profitability of the UK sugar beet industry in a sustainable and environmentally acceptable manner.




Arable Y YHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents


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reducing negative environmental impact from sugar beet.



8,500 growers receive quarterly magazine, advisory leaflets, growers’ guide and warning cards.

Telephone Mainly on weed control; primarily responding to consultants

One to onePress 25 – 30 articles pa in farming periodicalsDemonstrations or events

Field demonstrations (6 each summer) in England. Marquees at “Cereals” and “Sprays and Sprayers”. Bi-Triennial “Beet UK” event


12 grower meetings each winter attracting 1200 growers (15%) in total

Members or focus groupsemail Broom’s Barn monthly bulletins on email

and faxWebsite All publicity is accessible on the www.CD, video, etcTV or radio SporadicOther (specify)

4. Preferred communication mediaBBRO uses a multimedia approach to reach as wide an audience as possible: a combination of meetings, written material and electronic media is employed.

5. Co-operation/joint ventures with other organisationsBBRO encompasses all aspects of sugar beet production bringing together research, grower and processor to produce sugar beet in an environmentally benign and economically viable manner.

6. Sources of informationIn-house research from work commissioned with various organisations.Information from grower surveys.British Sugar’s processing and tare-house data.

7. Objective measures of the success of each activity or group of activities Year-on-year improvement in production associated with decreases in fertilizer (British Survey of Fertiliser Practice) and pesticide inputs, measures to control erosion, rotations to minimize disease and pests, effective targeting of pesticides to minimize effects on non-target species.

8. Subjective views on the success and cost-effectiveness of activities and communication media Thirtle (1999) suggests that the higher productivity growth in sugar beet (3.5%) compared to the rest of agriculture (2%) results from the work of BBRO in communicating and encouraging technology uptake.

Thirtle (1999) ‘Producer funding of R&D: Productivity & Returns to British Sugar 1954-93’. J. Agricultural Economics 50 no3, Sept 1999, 450 – 467.

9. Future plansTargeting environment protection Targeting conservation managementEnvironmental impact is seen as an important area. In 2000 it was the highest priority for new projects and the resulting new work will continue for a minimum 4-year period.

Environmental impact is seen as an important area. In 2000 it was the highest priority for new projects and the resulting new work will continue for a minimum 4-year period.

10. Changes in other organisations needed to make future activities more effectiveBetter discussion between HMG and levy boards and between BBSRC and levy boards to identify common interests and develop programmes aimed to promote an agricultural industry sufficiently viable to adopt and enhance environmental policies.

11. Other comments on how best to persuade farmers to change their practices.Farmers must remain viable; a derelict industry will result in a derelict environment. Therefore, environmental objectives must be made achievable economically; to ensure farmer uptake there must be economic advantage in the pursuit of environmental objectives.

British Grassland Society (BGS)c/o Dept. Agriculture, PO Box 237, University of Reading, Reading RG6 6AR (0118 9318189)

1. Strategic objectives1. The advancement of methods of production and utilisation of grass and forage crops for the promotion of

agriculture and public benefit2. The advancement of education and research in grass and forage crop production and utilisation, and the

publication of research results.




ArableHorticultureMixed farming YLivestock – lowland YHills and uplands YConsultants YTrade companies YStudents Y


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Targeting environment protection and conservation management


Grass farmer magazine (3 issues per year, 6500 circulated on mailing list) contains readable articles and is targeted at farmer members including affiliated local grassland societies. Newsletter to BGS members (2+ issues per year; 1100 circulated on mailing list). Chargeable conference proceedings (200-500 typically sold).

TelephoneOne to onePress Good press coverage for BGS eventsDemonstrations or events

BGS attends shows such as Dairy Event, Beef Event, Sheep Event, disseminating information at its stand.


Various applied science conferences (100-200 delegates at each; farmers, scientists, trade)


73 local affiliated grassland societies in E&W with individual objectives; total of 5400 members of which c.95% are farmers.

emailWebsite All BGS events and publications are featured on the websiteCD, video, etc CD of BGS OS33 ‘Accounting for nutrients’ (45 copies sold)TV or radioOther (specify)

4. Preferred communication mediaWith its diverse membership of research workers, farmers, advisers, teachers and those in the ancillary trade, it is difficult to determine the most effective way of communication. However BGS is proud of the way it brings together all sectors of the grassland industry to discuss current issues. BGS is a non-profit making organisation, so all activities aim to ‘break-even’.

5. Co-operation/joint ventures with other organisationsBGS works closely with kindred organisations, e.g. BES, LEAF, BSAS, MGA. Space at BGS meetings is made available wherever possible. Joint meetings have been actively encouraged (e.g. at ‘Conservation pays’ meeting). Such strategic alliances are considered very worthwhile.

6. Sources of informationScientific papers within Grass and Forage Science journal are distributed to all BGS members and independent subscribers.

7. Objective measures of the success of each activity or group of activities BGS membership is increasing at a difficult time for the agricultural industry.

8. Subjective views on the success and cost-effectiveness of activities and communication media The BGS approach is well respected.


Association with organisations such as FWAG, LEAF and BES.

10. Changes in other organisations needed to make future activities more effectiveTo maintain and develop strategic alliances for the benefit of the whole industry.

11. Other comments on how best to persuade farmers to change their practices.BGS does not have a remit to influence farmers to change their practices. Rather it exists to disseminate information so that farmers can make informed decisions.

British Potato Council (BPC)4300 Nash Court, John Smith Drive, Oxford Business Park, OXFORD, OX4 2RT

(01865 714455)

1. Strategic objectivesThe main aim is to improve the lot of potato growers and promote the consumption of potatoes. R&D policy does take EP & CM into account. Safe food is a priority. CM falls under R&D.




Arable Y YHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents


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Eyewitness (magazine) – 10,000 circulationAgronomist 300 contactsFaxes 3,600 mainly market info6,000 growers6100 Newark potato eventNone of these are specifically EP but indicate numbers of contacts

Telephone Inquiry service with 25-30 queries per week; all subjects not specifically EP

One to onePress Mentioned as neededDemonstrations or events

Yes overall objective is making the growers more efficient but at same time being aware of EP issues.Assurance schemes are becoming more important so need to keep levy payers up to speed on EP


Yes 500 in total at Newark seminars


All members get EyewitnessIrrigation workshopsP&D workshops include EPstore managers workshops cover EP of storage

email contact database 300 agronomists1200 levy payers

Website Web 1500 registeredCD, video, etc Some R&D info available on CDTV or radioOther (specify)

4. Preferred communication mediaWhatever gets the message over, whatever gets a good relationship; one to one best; on farm is great.

5. Co-operation/joint ventures with other organisationsA lot of interaction - R&D, Levy bodies, Commercial companies. Joint action gets the message over better and is effective.

6. Sources of informationBPC funded R&D is most appropriate.

7. Objective measures of the success of each activity or group of activities Benchmarking on BPC using anecdotal happy sheets - overall very satisfied 62%, satisfied 28%, 12% not satisfied; relevant 74%, 18% partly relevant (summary of some 6 recent meetings).

8. Subjective views on the success and cost-effectiveness of activities and communication media In order to get message across: need a cross section of media, so need variety, need interaction need element of benefit, if someone else has benefited it gets message across better.


Nothing specific

10. Changes in other organisations needed to make future activities more effectiveGenerally happy with others, but keep talking to each other.

11. Other comments on how best to persuade farmers to change their practices.Show economic benefits

Checkmate International Plc (CMi)Long Hanborough, Oxford, OX29 8LH (01993 885 600)

1. Strategic objectivesCMi are a large food safety organisation working with both primary producers and retailers to help provide food of an ‘assured’ quality for consumers. Environmental and conservation issues are not of primary concern except where they impinge on food safety.

Policing role? YES as scheme administrators and policemenLocal, regional or national objective? National and international





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Hard copy leaflets and publicationsTelephoneOne to onePress YesDemonstrations or eventsConferences or seminarsMembers or focus groups

Newsletter to members

emailWebsite YesCD, video, etcTV or radioOther (specify)

4. Preferred communication media large mail shots and advertising campaigns used to interest producers in new schemes. scheme organisers may set up websites or CMi may do it for them. newsletters are sent to members on key issues (currently some 37,000 members in various schemes).

5. Co-operation/joint ventures with other organisations CMi works with retailers, government bodies, NFU, farmers For each scheme, which is administered by CMi, ‘best practices’ and standards are devised by an expert

advisory committee set up by the schemes governing body. CMi send out membership information about the scheme and invite producers to become members. Members are charged to join. Some of this fee may go via the schemes governing body into marketing the final assured product.

Co-operation is not restricted to the UK, there is increasing involvement with the EU via EurepGAP (European Codes of Good Agricultural Practice) and elsewhere e.g. Chile, Israel, Egypt etc.



8. Subjective views on the success and cost-effectiveness of activities and communication media Large scheme membership illustrates success of communicating scheme existence and benefits of joining.

9. Future plansPlans are not EP or CM specific but understanding public perception of risk is expected to be increasingly important

10. Changes in other organisations needed to make future activities more effectiveCo-operation with government or other funding bodies to provide training for UK farmers in skills/knowledge to enable them to compete at international level.


Countryside Agency (CA)John Dower House, Crescent Place, Cheltenham, Gloucestershire GL50 3RA (01242 5213)

1. Strategic objectivesTo conserve and enhance the countryside; to promote social equity and economic opportunity for the people who live there; to help everyone, wherever they live, to enjoy this national asset. To help guide change by demonstrating, through research and practical projects, what sustainable development means in practice. Current practical projects directly aimed at farmers and other land managers are the Land Management Initiatives (LMIs). The CA has no specific role for direct engagement with farmers but because of multiple aims for use and management of the countryside, they are concerned that farmers get appropriate advice to encourage them to make use of ‘local distinctiveness’ in their farm business – i.e. a sustainable business. CA is a facilitator of others to achieve this through e.g. farmer’s markets, local authorities, national parks etc.

Policing role? NoLocal, regional or national objective? All levels



Arable Y Y contribute to YHorticulture Y Y contribute toMixed farming Y Y contribute to YLivestock – lowland Y Y contribute to YHills and uplands Y Y contribute to YConsultantsTrade companies YStudents


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Targeting conservation managementHard copy leaflets and publications

Leaflets and other publications typically concerning countryside issues that would interest/affect farmers but not specifically directed at farmers - except for access leaflets. Also ‘Countryside Focus’ news-sheet - again, not specifically targeted to farmers.

Telephone Used at a local level for LMI management/contacts - proactive. Access team take queries by phone at HQ, otherwise not used daily as a main means of communication but occasionally in response to particular issues. Those landowners who CA tends to interact with (other than LMI projects or access issues) are the more entrepreneurial farmers and those interested in diversification. Not so many ‘mainstream’ or traditional farmers contact CA directly.

One to one Similar pattern as telephone except for access - target landowners and telephone /visit to speak to all, or for particular projects e.g. LMIs.

Press Not specifically aimed at farmersDemonstrations or events

Not a main means of communication. Initiate or get invited to take part in one or two a year. Stands at shows taken.


Speak at conferences given by others, say one or two a year.


Meetings for Rural Craft Training, for LMIs and for Access groups and regular meetings to discuss issues involving other bodies too.

email Similar pattern to telephone calls. Possibly increasing. Responses to Countryside Focus Newsletter often by email.

Website Not specifically targeted to farmersCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaDepends on the message and whether it is essential to contact all/change opinions (e.g. re new legislation) or whether picking up information is optional - where not essential to contact/convert all. ‘One-to-one’ is preferred where it is imperative that landowners understand and take on board proposals (e.g. access and boundary issues); for LMIs where trying to get a group to change and involves dealing with individuals. expensive but effective - no other option would achieve results. Website preferred for engaging those already interested who have chosen to look for information - info is always available and waiting. However, CA believes that integrated advice, covering economic, environmental and social aspects, and tailored for the individual farm or business, is the most effective form of advice and it is difficult to achieve this with a website. Publications are used as back-up. Not targeted at farmers because expectation is that if they are not interested the documents will not be read - only reaches the converted, therefore not cost-effective method of achieving results.

5. Co-operation/joint ventures with other organisationsEssential to work with other organisations and representatives of countryside users to get results - e.g. for public access, national trails, designating areas. Critical to success to both deal with organisations and also individuals - operating at landowner level to gain their acceptance is necessary. Representatives such as NFU and CLA are important for introduction of new issues but need to work at all levels including ground level, to achieve change on the ground. Land Management Initiatives (LMI) are one of the best examples -issue-based, include a variety of organisations, approach determined from ground level by landowners - structures set up as a means of integrating advice.

6. Sources of informationA mixture of own expertise, research and consultancy, for all topics. Tend also to channel info through others rather than using info from others. Where involved in giving direct advice then CA would at least alert the individual to the need for a broad spectrum of advice - CA sees itself as having a key role in stressing the need for integrated advice.

7. Objective measures of the success of each activity or group of activities No. Currently reviewing how successful the website has been (probably will set targets for the future);Indicators have been developed and are reported in the State of the Countryside Report - but difficult to trace results back along a specific route or to isolate the effects of different partnerships;

So far, there has been no formal evaluation of the effectiveness of LMIs; May be more of an issue with Access as there is an obligation to achieve the mapping by a deadline - will probably review the first area (North West) to see how successful methods have been.

8. Subjective views on the success and cost-effectiveness of activities and communication media Early LMIs were seen to be successful so methods have been continued - ‘one-to-one; approach.. Similar process has reflected similar issues tackled (Peak District LMI may prove to be different - looking at structures of support for community/farming). The oldest LMI is in Norfolk and 2 years old. No evaluation of projects as yet - this will be covered in the new Integrated Advice Contract which will report at the end of the financial year.

9. Future plansTargeting conservation management

Integrated advice - letting a contract shortly to look at existing forms of integrated advice and what added value this has brought, also recommendations for setting up local/regional and national models for such.

Plan to target farmers with a new web site focused on the ‘Eat the View’ campaign; currently looking at website audiences.

Access. Need to improve access advice available to farmers especially in relation to open access - will be looking at current sources of access advice and recommendations for changes to current structures delivering advice.

10. Changes in other organisations needed to make future activities more effectiveDEFRA should be prepared to review the results of this project and other similar projects and work towards providing an integrated advice service. There seems to be a great willingness for a wide range of organisations to work together to achieve improvements in the quality and availability of advice. Information availability is an issue that should be addressed. Much of SMR data is not up to date or digitised; many PROW maps are not digitised - these should be. Aware that DEFRA in Leeds are pulling together much government data onto a single GIS system - this should be available outside of government departments - could be a major benefit to landowners and advisors to be made aware of aspects of their land that need specialist advice. Similarly, existing mapping such as soils and OS maps should be available without the current barriers of cost and restrictions of use. This would be a better basis for an integrated service.

11. Other comments on how best to persuade farmers to change their practices.More effective to have co-operation between organisations currently contracted to provide advice - reduce the number of farm contact points, some advisors/project officer already know the landowners and are accepted, sometimes there is a barrier between a landowner and particular organisation etc. Who gives advice and how is critical as to whether it is accepted. Opportunity now for use of business advisers as contacts (environmental advice is part of this). In some counties or National Parks (where environment already perceived as valued and an issue) there are already project officers with good local contacts and knowledge - use systems that are already working. However, it is vital for advisers to no longer see themselves as experts for particular disciplines - rather aware of a broader range of issues and the context of their advice - advisers’ attitudes need to be influenced in order to get results.

Foot & Mouth crisis has proved how inter related countryside issues are and the importance of public access as a countryside issue. Offering farmers who have had livestock culled additional and early business advice is an opportunity for providing properly integrated advice - this opportunity may be lost however if the advice is not co-ordinated to provide environmental integrated with business advice.

Countryside Council for Wales (CCW)Plas Penrhos, Ffordd Penrhos, Bangor, Gwynedd, LL57 2LQ. (01248 385500)

1. Strategic objectives‘Government statutory adviser on sustaining natural beauty, wildlife and the opportunities for outdoor enjoyment in Wales and its inshore waters. The national wildlife conservation authority.’(Web site) The executive authority for marine environments. Also responsible for the delivery of Tir Gofal (the national agri-environment scheme) on behalf of the National Assembly for Wales.

Policing role? YesLocal, regional or national objective? Local, regional and national



Arable contribution YHorticulture contribution YMixed farming contribution YLivestock – lowland contribution YHills and uplands contribution YConsultants contributionTrade companies contributionStudents


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Targeting conservation managementHard copy leaflets and publications (all in Welsh and English)

Booklet on SSSI management - sent to all owners and occupiers of SSSIs. Various leaflets and booklets on general habitat management (woodlands, meadows, wetlands, hedgerows etc.) and species (bats, butterflies, reptiles etc.) - available on request. Tir Gofal information packs - available on request. No breakdown of circulation details. Numbers of Tir Gofal info packs sent out since launch total at least 5000 (includes recipients with a general/academic interest in the scheme as well as farmers, and substantial number of repeated applications). Applications for 2001 were 1170 with 870 (2000) and 1300 (1999).

‘Addain-y-draig’ newsletter available to all. Copies sent to SSSI and Tir Gofal agreement holders. Quarterly; 6-8000 circulation. Posters and leaflets re new legislation on public access available - policy of putting into existing offices of FUW and CLA to get message across - not yet evaluated how this is working but expect this route to be useful.

Telephone Daily queries and negotiations by phone. There are 25 Project Officers for Tir Gofal and a further 45 senior conservation officers/conservation officers dealing with SSSIs and Wider Countryside, Protected Species, Landscape and Access issues. Tir Gofal POs will deal with farmers for the agri-environment scheme, but the conservation officers will also deal with farmers on SSSI, species etc. TG staff in particular are responsive and proactive - contacting farmers about details of scheme/claims and putting farmers in touch with one another. Up to 2-5 contacts per officer per day by phone.

One to one Often linked to contact by telephone. Total of up to 25 contacts a day including visits to draw up agreements, monitoring and advice. (Tir Gofal POs alone make some 75 farm visits a week).

Press Own Press office. Consider press to be very important as a means of communicating with farmers. Press releases on variety of farming issues including Tir Gofal, access, modulation, policy...to national and local press and specialist papers. Of all press activities, directed to farmers there are probably about a dozen press releases a year re Tir Gofal. Others are relevant (e.g. Rights of Way) but have wider target audience.Relationship with the farming press seen as very important (mentioned from the public access point of view).


Usually run about 20 induction courses for agri-environment participants throughout Wales (mostly attended by those who have already signed up);Have just started running courses on particular habitats and features - about 6 a year and aimed at scheme participants;Hold National Nature Reserve events - often involving farmers;Will grant-aid courses run by others - such as LANTRA, agric colleges and charities;Stands at major UK shows and all agricultural shows in Wales;Common Land ‘roadshow’ in progress (public access).


Attend conferences and give papers;Run some seminars directed at farmers e.g. Land Use Policy Group - working with other agencies, and run research projects with seminar as part of the final presentation of results.


Run training sessions for land agents as preparation for them to advise their clients.

email Increasingly used as a responsive mechanism - and by Project Officers at the detail discussion level.

Website www.ccw.gov.uk. Information is available re Tir Gofal and a contact name. Specific button for ‘agriculture’.

CD, video, etcTV or radio Use a press release approach for mention on general and specialist programmes (e.g.

Farming Today, but more usually Welsh media) and then do follow-up interviews as asked. Part of providing information about Tir Gofal.

Other (specify)

4. Preferred communication mediaMedia are chosen to suit purpose. For Tir Gofal an info pack and press/TV/radio have proved successful. Generally however, people are the best form of communication and face-to-face - attending farmers meetings, meeting farmers one-to-one, talking to farmers at farm events, visiting and walking round farms

with the farmer, speaking on radio and through the press. Language is important - in many parts of Wales it is essential to speak Welsh. Good communication critical – most Project Officers are from a farming background, many having been brought up on farms or trained at agric. colleges. This is particularly important for the agri-environment schemes - for SSSI work this is less critical/desirable as these POs work with a wider variety of clients and government organisations.

Paper/documents not thought to be particularly attractive to farmers - face to face contact preferred. Also a lack of labour on many farms means little time to read complex documentation. ‘Plug in’ to existing communication networks and places where farmers currently go for advice - needs to be planned from a national to a local level. CCW have good links with NFU (Cymru), FUW and CLA. Also links with the Community Councils in Wales who have liaison officers and regularly involve farmers in their work/ send info to farmers; also use livestock markets to pass on information. Where information not reaching farmers or having effect, probably due to a need for more money and staff directed at this issue within CCW.

5. Co-operation/joint ventures with other organisations Tir Gofal: CCW delivers Tir Gofal on behalf of the National Assembly for Wales, and in partnership with

Snowdonia Nat Park; Environment Agency; CADW (Welsh Historic Monuments); Forestry Commission; and NGOs.

National Access Forum for Wales (including farming unions) to advise CCW (run by CCW) Working groups on Landscape issues - though not directly targeting/involving farmers often Farmer training for Tir Gofal often delivered by others

6. Sources of informationWide range including material from research institutions, NGOs, scientific literature, etc. agri-environment - mostly from govt sources, NGOs, scientific literature, own research initiatives habitat management - in house and research farmer training - for Tir Gofal, delivered by a mix of CCW staff and agricultural colleges (dedicated

CCW officer seconded from Forestry Commission works on TG farmer training issues).

7. Objective measures of the success of each activity or group of activities No measures to date. Public access: there is a contract reporting in September 2001 that will set out a communication strategy for open access work. Work is beginning on CROW consultations - an evaluation contract will be set up (early 2002) to evaluate the first map consultations (with to all bodies, interests, farmers, general public) in the first trial area of Berwyn. Identifying the reasons for non-response to scheme promotions/ literature mailing is not seen as a current priority.

8. Subjective views on the success and cost-effectiveness of activities and communication media most effective way of publicising agri-environment schemes is word of mouth (including face to face

discussions with groups of farmers and demos) and a good agreement that works on all counts - for all interests. difficult to assess other means e.g. info packs and newsletter. No knowledge of whether as many

schemes would be ‘sold’ without the info packs. not yet addressed those who do not respond - not seen as a priority.


Continue with agri-environment programme and training; continue to grant aid other organisations to deliver courses; co-operate with the National Assembly for ‘Farming Connect’ which offers a farm business advisory service together with an environmental element - offers an integrated skills audit, environmental appraisal and farm business development plan; improve integration of all aspects of advice; build on existing use of newsletters - currently send an in-house newsletter to all SSSI and agri-environment land managers (i.e. those already in schemes). Possibility of another newsletter for farmers (may be already covered by Farming Connect) - needs to be short, easily digested, bullet point format and with easy opportunities for response from recipients. Likely to need different focus/info depending on target audience (i.e. whether to existing agreement holders or to farmers with different interests)

10. Changes in other organisations needed to make future activities more effectiveIdeal to link with others to provide a properly integrated service - demonstrations on farms, farm business advice, agri-environment schemes, etc. The concept of integration can be regarded as a state of mind rather

than an event. On occasion there may be organisational and personal interests that work against achieving integration and such interests may well need to compromise in order to achieve a common benefit.

11. Other comments on how best to persuade farmers to change their practices. word of mouth and example - persuade a number of influential farmers to enter into agreements/scheme

and then refer unconvinced farmers to them; one of the most effective elements of Tir Gofal has been the inclusion of elements that allow farmers to

enter land that is of relatively low environmental value in its present state, such as improved grassland, always provided such land is reverted to low intensity grassland or arable.

Foot and Mouth: has probably reduced the number of enquiries for Tir Gofal in Spring/early Summer 2001 (deadline for applications was extended to 31 August - third round applications considerably higher than second round);Understand there has been limited take-up so far of Farm Business Advice on farms where livestock has been culled - but this may be partly due to the continuation of the disease - farmers may be waiting for the disease to clear before looking ahead.

A recent project commissioned by the Land Use Policy Group (an umbrella grouping of UK Countryside Agencies) from FPD Savills has suggested F&M is likely to exacerbate long term trends of structural change in agriculture - increase in the average age of farmers; more re-structuring within industry with moves into share farming/contract farming becoming as important as land sales; increased diversification and moves into part-time farming; polarisation of agriculture into larger and smaller holdings with fewer medium sized family farms.

Conservation Management Division, DEFRANobel House, 17 Smith Square, London SW1P 3JR

1. Strategic objectivesTo provide the tools and incentives for land managers to protect and enhance the economic and environmental value of their land.

Policing role? Policy role rather than policing Local, regional or national objective? National



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultantsTrade companiesStudents


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Targeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y Y Y Y YWhole farm Y Y Y Y Y Y Y Y Y Y YInitiating interest Y Y Y Y Y Y Y Y Y Y YOther (specify)Targeting Integrated Farm ManagementIFM


ADAS conservation leafletsGood Farming Practice (applies to ERDP scheme participants)Codes of Good Agricultural Practice include elements of conservation advice.Ad hoc advice/guidance resulting from R&D

Telephone Ad hoc from ADAS.Referrals to CMD from DEFRA helpline

One to one Through ADAS & FWAG (c. 1600 & 2000 visits 2001/2002)Through RDS on CM matters including schemes

Press Occasional articles in farming press Demonstrations or events

Via ADAS and FWAG – farm events; shows.Ad hoc workshops or demos, often linked to conservation R&D programme.Royal Show – RDS.Ministerial publicity e.g. launching flagship CSS agreements.


Contribute to those organised by others. Also via ADAS


Talks to e.g. NFU groups by ADAS. Also direct CMD participation on ad hoc basis.

email Respond to queries – method of correspondence rather than chosen method of getting message across.

Website Increasingly important as economic way of providing information. Also as signpost, with links to other sites.

CD, video, etc Looking at use of EMA as tool for on-farm advisers – RDS & DEFRA contractors. Might pay others to produce video but limited use in tape format.

TV or radio Indirect via scheme launchesOther (specify)

4. Preferred communication mediaPreferred – on-to-one, on farm; then demonstrations and events, then publications & leaflets.Recent evaluation by Ecotec confirmed worthwhileness of one-to-one advice, although costly.Difficulties of duplication where so much is being done by other organisations, especially with leaflets.TV & radio – effective but high cost; press also quite expensive.Use opportunities as they arise.

5. Co-operation/joint ventures with other organisationsConservation management advice mainly through contractors – ADAS & FWAG, and through DEFRA RDS staff. Also advice via other sections of DEFRA e.g. on content of AAPS guides,Work with other government departments & agencies – to prevent conflict and to provide integrated approach.Wide range of R&D contractors. Conservation NGOs e.g. fund leaflet printing.Consultation on statutory issues. Also partnerships e.g. BAP working groups.

6. Sources of informationCommissioned research & consultancy.In-house – RDSStatutory conservation agencies EN, JNCC

7. Objective measures of the success of each activity or group of activities Recent policy evaluation by Ecotec confirmed value of conservation advice programme and this conclusion was reinforced by the DEFRA BQS report.CMD carry out telephone survey of sample of advice recipients.Difficult to have an objective measure of how much advice is taken up.



Depends on current AgriComms project.

10. Changes in other organisations needed to make future activities more effectiveAcknowledge benefits of what CMD is doing – makes it more likely that additional resources can be secured to deliver more.More dialogue and development of partnership working, and multi-agency working.

11. Other comments on how best to persuade farmers to change their practices.Need a balance between advice, incentive and regulation – the combination should be flexible to reflect changing economic circumstances.

Crop Protection Association (CPA)4 Lincoln Court, Lincoln Road, Peterborough PE1 2RP

1. Strategic objectivesPublished mission and aims are ‘To promote recognition of the role and benefits of crop protection, including biotechnology, in particular its contribution to the production of affordable high quality food within a viable rural economy.’ Includes:- ‘Communicate the role of crop protection within sustainable agriculture, horticulture, garden and amenity management;Advocate best practice wherever crop protection products are made, distributed or used;Influence the development of appropriate and practical science-based regulation.’

Policing role? Policing of standards used within agro-chemicals industryLocal, regional or national objective? UK


specificArable Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Hills and uplandsConsultants Y Y YTrade companies Y Y YStudents Y Y Y


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Monthly ‘Grapevine’ newsletter with ICM insert (5,500 circulation).Wide range of targeted and integrated publications with several series of layered publications (e.g. awareness leaflet, specific information leaflet, general advice leaflet/booklet). ICM guidelines include information sections on ‘Soil Management and Crop Nutrition’ and ‘Waste and Pollution Management’ (not yet updated in line with new RB209). ICM training pack for colleges and advisers including Powerpoint slide material.

Telephone Pesticide Enquiry service to food and agro-chem industries, and growersOne to one Not by CPAPress Pro-active approach emphasising agro-chem use to protect wildlife and water qualityDemonstrations or events

Emphasising agro-chem use to protect wildlife and water quality. LEAF demonstration farms used.


Training of trade and independent advisers; conferences emphasising agro-chem use to protect wildlife and water quality


35 member companies and 12 Distributor Associate member companies; no farmer groups.

emailWebsite Main menu is News; Education resources; Publications downloads; About agro-chem

products; Farming and the Environment; Popular questions; R&DCD, video, etc Videos in past only. No CDs yet.TV or radio TV/radio re PR to general public. Radio material targeting farmers also prepared and sent

to local stations (c.120) for broadcasting (c.3 issues per year). Same material on cassette circulated to farmers/spray operators via member companies (c.2000 print-run).

Other (specify) Competitions and challenges given to farmer groups (not individuals) using real farm issues (e.g. how to tackle ryegrass weed); attractive prizes given. Usually farm adviser as group leader/guide.

4. Preferred communication mediaKey strategy is a mix of ‘pull’ and ‘push’ pressures:-i) ‘Pull’. (e.g. regulation, farmer/adviser certification, assurance schemes). BASIS certification and agreed standards within member companies are important levers. CPA monitor and police standards within member companies. Keen on using assurance schemes to encourage uptake of ICM so long as they are practical. Absence of Government role in setting assurance standards noted.ii) ‘Push’. Information/advice transmitted to farmers via trained advisers supported by integrated range of written material.

c.50% of agronomists are linked in some way to CPA member companies.

5. Co-operation/joint ventures with other organisationsCo-operation with wide range of organisations depending on topic needs – co-operation seen as essential in order to reinforce messages and for credibility. CPA work with NFU, LEAF, EMA, RSPB, EA, EN, Game Conservancy, FWAG, FMA, UKASTA, supermarkets and others.

6. Sources of informationVarious industry and Government sources. CPA material produced undergoes wide consultation to ensure agreed content.

7. Objective measures of the success of each activity or group of activities Nothing currently re communication methods to farmers/advisers – CPA rely on feedback from member companies. New/ongoing CPA/DEFRA surveys:- i) ICM farmer survey (drivers, information sources, etc), reports March 2002 ii) sprayer operator practices.

8. Subjective views on the success and cost-effectiveness of activities and communication media Information and advice delivery on one to one basis via trained farm advisers with supporting written material is considered most effective approach. Written material must be simple; headlines (write for 10 year old), paragraphs 1 to 5 (write for 14 year old), detail (write for 16 year old). Training of delivers is crucial. Training courses and training aids (e.g. Powerpoint pack) helps visualisation and vocalisation of written material.

Pre-prepared audio material for radio/cassette and challenges/competitions considered as good cost-effective ‘persuasion’ methods. Have used videos in past but considered expensive with group viewing difficult to organise.

9. Future plansTargeting environment protection Targeting conservation managementDelivery of agreed measures as part of pesticide tax avoidance agreement with Government – due to start in autumn 2001. Measures based on 3 main activities – Survey of Current Practice (as basis to judge future change); farm level Crop Protection Management Plans; appointment of Biodiversity Officer to improve flow of information.

10. Changes in other organisations needed to make future activities more effectiveCo-operation between non-Governmental organisations is working well – no real problems. Government has provided little financial support in recent years but this is felt to be changing with more support in last year. This is welcomed.

Formation of DEFRA is an opportunity for Government to change its image and convince farmers that it wants to help their businesses. Currently Government viewed with suspicion by farmers, especially livestock sector. Therefore, increased ‘low visibility’ DEFRA support of current/new initiatives by industry organisations may be best short-term approach rather than DEFRA led activities. Arable farmers likely to be more welcoming of ‘high visibility’ DEFRA activities than livestock sector. More support to LEAF would be useful.

Government also needs:- to provide more commitment and funding to help farmers directly and indirectly through intermediaries a coherent policy with ‘joined up’ thinking between its departments to take account of how its policies will impact on the competitiveness of UK agriculture in

Europe/world-wide.

A centralised information database is needed that could be used as basis for information and advice used in communication materials. It would help clarity and Q/A of information and messages in the industry, and reduce the risk of wrong or mixed messages reaching farmers.

11. Other comments on how best to persuade farmers to change their practices.A key problem area is how to persuade small farmers and infrequent users of agro-chemicals to adopt good practices. It is estimated that this group represents 15% of agro-chemical users. Commonly this type of farmer will not read arable orientated material as these farms are commonly livestock with a bit of arable. Use of other communication routes may be effective – e.g. livestock or 2nd hand machinery information routes; awareness training of local traders/professionals who regularly visit small farms who can point out failings or opportunities seen on farm and guide the farmer to sources of further information and advice.

Devon County CouncilCounty Hall, Exeter, Devon

1. Strategic objectivesEnvironmental protection and conservation management within the remit of a County Council

Policing role? Yes, Trading standardsLocal, regional or national objective? County



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Leaflets (free) available for general environmental enhancement in certain targeted areas. (Schemes currently finished, but further schemes hoped for.) Available from local outlets; approx 200 distributed per area – each area 16 parishes.For orchard info, pack available (payable) County-wide. Approx 100 sent to enquirers.

Telephone Follow-up to above leaflets and orchard packs.Also, landscape advice as requested.

One to one As telephone.Press Press releases re. targeted areas at start and at intervals during schemes.

Press release re. orchard packs to coincide with Apple Days.Demonstrations or eventsConferences or seminarsMembers or focus groups

For targeted schemes. Meetings on approx 3-monthly basis.

email As telephone.

Website Landscape website planned. Nothing currently.CD, video, etcTV or radio Radio interview at release of orchard info pack.

Also at start of targeted area schemes.Other (specify)

4. Preferred communication mediaOne of the most effective methods within the targeted scheme areas has been word of mouth from satisfied farmers. The targeted schemes had slow starts until local farmers/landowners, especially if respected, took up offers and recommended schemes to friends and neighbours. There is a need to get respected “opinion formers” on board early to maximise this approach.Local papers have also proved quite successful in promoting such schemes.

5. Co-operation/joint ventures with other organisations With the Forestry Authority to form the South West Forest project. Provides top up funding for new

woodland planting in a targeted area. Has been extremely successful. With many specialist organisations on The Bio Diversity Action Plan. The objective here is to prioritise

where advice is given. Environment Reference Group - Devon Forward Partnership. The strategic development and co-

ordination of environmental advice. Particularly focused at present on the Foot and Mouth recovery programme.

6. Sources of informationMainly in-house from staff expertise.We also use and co-ordinate advice from other organisations.

7. Objective measures of the success of each activity or group of activities Our 5b funded projects are all, of necessity, ‘output measured’ e.g. Devon Foods Link and the South West Forest. Many others will be less well recorded.

8. Subjective views on the success and cost-effectiveness of activities and communication media The Haskins report highlighted the need for advice to be ‘joined up’. One to one work is very valuable , but printed material much less so.

The use of I.T. has developed enormously since the foot and mouth crisis. Farmers have made tremendous progress in their understanding of it and their willingness to use it. Partly due to having time when foot and mouth curtailed all normal activities but mainly because it was the only way to find out what was going on and during that time they were all very isolated and desperate for information.


Further targeted schemes (environmental enhancement, probably related to informal access/recreation), as finances allow. Need to find additional external sources of funding.

10. Changes in other organisations needed to make future activities more effectiveWe need a truly integrated Farm Advice Service that ties together environmental and economic advice in an holistic way, rather than these two often being at odds.

11. Other comments on how best to persuade farmers to change their practices.The only real way forward is to create a market for environmental and conservation public goods. It is no use continuing to base this on income forgone but we should give it a positive value and be prepared to pay a proper price.

Farmer to farmer extension works well. Get farmers together at farm walks, demonstration farms, farmers forums etc. Because farmers will listen to other farmers with greater understanding between them to far greater effect than when advice comes from ‘advisors’ who do not farm.

DEFRA Rural Development Service (RDS)DEFRA, Nobel House, 17 Smith Square, London SW1p 3JR

1. Strategic objectivesDelivery of DEFRAs objectives in particular in relation to ERDP and environment protection.

Policing role? NoLocal, regional or national objective? Linked to ERDP regional objectives.



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Targeting environment Targeting conservation management

protection


DEFRA Codes of Practice – tens of thousands

DEFRA ERDP literature

TelephoneOne to onePressDemonstrations or eventsConferences or seminars

Royal Show, Arable event, local shows

Members or focus groupsemailWebsite Yes (DEFRA)CD, video, etcTV or radioOther (specify)

4. Preferred communication mediaPros Cons

Face to face Best results ExpensivePhone Cheap Limited successLiterature Wide target audience Not specific for individual circumstancesInternet Very wide audience, good for creating Farm population have limited access

awareness

5. Co-operation/joint ventures with other organisationsPromotion of ERDP schemes with range of partner organisations initiated because it is an effective and inclusive approach.

Yes effective, but not always targeted in the way RDS require and there is scope for improvement.

6. Sources of informationGovernment, EU, partners.

7. Objective measures of the success of each activity or group of activities EU monitoring reports; scheme evaluations.

8. Subjective views on the success and cost-effectiveness of activities and communication media Farmers view – support RDS activities; would like more face to face contact.Partners view – generally satisfied; RDS staff are accessible.Communication media – word of mouth

mail target audience (local and national) CS/ESA newslettersnational DEFRA communications


CSS and ESA primary focusContinue with existing activitiesimplement ERDP targeting strategy

10. Changes in other organisations needed to make future activities more effective Contribute to CSS targeting and promotion Provide focused and constructive feedback Be more positive about scheme and RDS input

11. Other comments on how best to persuade farmers to change their practices. adequate (more) funding more accessible advice on GFP more face to face contact (RDS <-> farmers) facilitation education programme for conservation management demonstration (practical and fiscal) of benefits of conservation management and pollution prevention. implement ‘polluter pays’ cross compliance for persistent/negligent offenders

English NatureNorthminster House, Peterborough PE1 1UA (01733 455000)

1. Strategic objectivesStatutory adviser to government on nature conservation in England; Champion of wildlife. Primary interest in conservation management, but to achieve that need to influence others, including development of policy.

Policing role? Yes - particularly in respect of SSSIs and species legislation

Local, regional or national objective? National



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Sitelines - newsletter for SSSI owners & occupiers.English Nature Magazine - 6 a year, conservation awareness, available free on request.Enact - quarterly subscription magazine on habitat management.Leaflets and booklets on species and habitat management .Local newsletters.Recent launch of Five Point Plan of wildlife friendly farming - joint with NFU.

Telephone National telephone enquiry service.Management advice to SSSI owners.

One to one Mainly to SSSI owners - aim to have meeting with major SSSI owners once in 3 years; general & farm specific advice.Occasional species advice to other farmers.

Press Some 50 press releases a year on initiatives/issues of general conservation interest - many relevant to farmers, but not necessarily targeted at them.


Attend Royal Show, Game Fair, Gardeners World Live, Bird Fair, some county shows. Big exhibition stand to be supplemented by smaller one for local/regional use.Practical demonstration events at local level e.g. weed wiping demo; use of surface water grips for drainage in wetlands; grouse moor management - mostly use National Nature Reserves (NNRs), but some other sites.


FACT (Forum for the Application of Conservation Techniques) conference.Most seminars are for advisers rather than directly for farmers.


Ltd number of advisory groups set up where there is a concentration of special sites & issues - e.g. Yorks. Dales - owners/occupiers of SSSIs and a few others act as sounding board

emailWebsite Management handbooks being put on websiteCD, video, etcTV or radio Local radio/TV used to publicise topical issues e.g. dormouse & the Great Nut HuntOther (specify) Advise operators of QA schemes for agricultural production on conservation issues.

4. Preferred communication media One-to-one, face to face but also telephone, preferred. Local promotion of and delivery of information

important e.g. through local newsletters. EN direct farmer advice mainly limited to SSSI owners & occupiers. Otherwise work through

frameworks/partnerships with others delivering advice. Financial benefit (or lack of) - effects way message given, but not the message. Need to build wider

business case e.g. management agreements, agri-environmental funds.

5. Co-operation/joint ventures with other organisations EN works in partnership with other organisations e.g. FWAG locally and nationally; national parks.

Joint promotional work e.g. NFU, EA. Joint initiatives, particularly joint publications, useful in providing credibility to a wider audience.

6. Sources of informationIn-house and commissioned research. Own analysis of external research. Own experience on National Nature Reserves; information from site monitoring/surveys; feedback from SSSI owners & occupiers.

7. Objective measures of the success of each activity or group of activities SSSI owner/occupier satisfaction survey carried out this year. Evaluates how EN and EN advice are

perceived. Actions follow from it. EN support FWAG Farm BAPs - developing method to monitor whether delivering results on the

ground.

8. Subjective views on the success and cost-effectiveness of activities and communication media On-to-one most effective.Need to build better links between environment and economics.

9. Future plansTargeting environment protection Targeting conservation managementDiffuse pollution - EN working with EA to develop more effective means of delivering advice

New small exhibit stand for local shows - more local exposure.QA schemes likely to be increasing as a means of reaching farmers - mainly via others.Web site - additional information, but not specifically for a farming audience.Lifescapes initiative - level below Natural Areas; making connections between wildlife, people and natural processes; understanding ecosystem dynamics with aim of landscape scale wildlife restoration. Will provide a vehicle to decide what advice to offer farmers; also will raise awareness though stakeholder participation.

10. Changes in other organisations needed to make future activities more effective Anticipate greater input from other statutory organisations on SSSIs under the Countryside and Rights of

Way Act. Reform of CAP and changes to agricultural support to expand agri-environment programme.

11. Other comments on how best to persuade farmers to change their practices. Development of better links between environment and economy - integration between production and

market, including local businesses. CAP reform. Advice.

Environment Agency (EA)Rio House, Waterside Drive, Aztec West, Almondsbury, Bristol BS32 4UD (01454 624400)

1. Strategic objectivesDEFRA agency charged with safeguarding and improving the natural water environment. Alongside pollution control, EA are responsible for flood defence, regulating rivers and groundwaters, protecting and improving fish stocks and promoting water based recreation. EA are committed to improving wildlife habitats and conserving the natural environment in everything they do.

Policing role? Yes, enforces legislation on water resources, fisheries, EP, flood defences, riparian habitats and biodiversity.

Local, regional or national objective? England and Wales



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Many publications but no overall distribution strategy other than targeted distribution re. campaigns and via other organisations. No mailing list. Best Farm Practice booklet (2001) produced for use by industry at large.

Telephone Technical helpline for farmersOne to one 400-500 EP Officers (EPOs) – need further training; c.50 CM Officers (CPOs) covering

wetland area management; c.50 Development Control Officers covering river/drainage control; 30-50 Water Abstraction Officers

Press Yes, using PR calendar to create awareness. Sometimes jointly with other organisations, e.g. NFU.


Some, usually with other organisations.


Occasionally own organised; contribute to others.


Farm Waste Management register of ‘approved’ consultants instigated by EA with EA agreed criteria – administered independently. Currently xx consultants on register.Some farmer groups with e.g. MGA, MLS, SMI focused on problem areas and issues.

emailWebsite Yes, one objective is to raise awareness.CD, video, etcTV or radioOther (specify)

4. Preferred communication mediaGetting farmers to own their contribution to EP issues is an essential pre-requisite – many farmers are NOT aware. Farmer groups/clubs are effective to create awareness and ownership of issues, and help develop solutions.

Website is not effective as means of raising awareness; there may be potential but website must be slick. Main potential may be to provide links to centralised and standard information.

IFS approach liked but needs extra management time by farmers which is often not available.

5. Co-operation/joint ventures with other organisationsAnnual EA/NFU liaison meetings.



8. Subjective views on the success and cost-effectiveness of activities and communication media To be effective, EP issues need to be an integral part of whole farm planning advice NOT as a separate item. EA concerned that there are too many sources of information and advice. There is a case to provide less but better co-ordinated and technically agreed. Mixed messages are a problem – some organisations are trying to provide advice on topics they are not adequately qualified to cover. Some organisations may have hidden agendas.

9. Future plansTargeting environment protection Targeting conservation managementIn the past, main issue for EA has been point source pollution. Diffuse pollution is now the priority.

Consideration being given to providing more information to students.

10. Changes in other organisations needed to make future activities more effectiveNeed to integrate information and advice across both ‘green’ and ‘brown’ issues – in DEFRA and elsewhere. There needs to be a closer integration of EP with farm business support activities. More co-operation between organisations is needed.

11. Other comments on how best to persuade farmers to change their practices.EA have a potential conflict between giving advice and its policing role. Advice is normally concerning legislative requirements and ‘what NOT to do’. There is a current internal debate about how much advice EA can or should provide.

Farm visits re. FMD have led to the view that more face to face farm visits are needed.

Linkages to Assurance Schemes could be useful. EA have not been consulted on integration of EP issues into current schemes but want to get more involved.

Environmental Enhancement and Sustainable Farming Club (EnSus)c/o ADAS, Mamhead Castle, Mamhead, Exeter EX6 8HD

1. Strategic objectivesObjective 5b project in South West (Cornwall, part of Devon and Somerset). Launched in Jan 2000, now with nearly 400 farmer members. Aims of club are:- To help make farming businesses more sustainable To protect and enhance the environment by reducing pollution risks to soil, air and waterThe club provides Group Services: Organic Manure Brokerage, Technical Workshops, On-Farm demonstrations and Newsletter, and Individual Services: Free 'on-farm' technical advice relating to 'brown' environment issues.

Policing role? NoLocal, regional or national objective? Regional



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultantsTrade companiesStudents


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4 newsletters issued (one A3 sheet).

Telephone Separate EnSus help line at ADAS Mamhead

One to one 520 free farm visits between Jan 2000 and Nov 2001

Press Articles in National and Regional PressDemonstrations or events

Only 1 held. DEFRA asked that future on-farm events to be postponed due to foot & mouth.


Technical workshops. Aim to have about 12 members per TW. All members are invited to the series of TWs. Choice of two topics: On-farm composting and Soil Structure. Venues spread across the Obj 5b area so keeping travelling distance to about 25/30 miles.


EnSus currently has 393 farmer members (target was 350). Membership of the club is free to farmers with a registered DEFRA Holding number and who are in the Objective 5b area. The Club Manager is J Whiteley (ADAS).

email YesWebsite Yes - the domain name has been securedCD, video, etc NoTV or radio Not usedOther (specify)

4. Preferred communication media EnSus provides group service (manure brokerage, technical workshops, on-farm demonstration,

newsletters). EnSus provides individual services (energy efficiency, pollution control, manure management plans, soil

conservation, nutrients re-use from organic manures, water saving). All farm advice is free. 52% of farm visits concern manure use (manure management plans and nutrients re-use from organic manures).

Savings in terms of fertiliser use and energy saving have been demonstrated as result of the visits, these c savings would probably not have been identified without the on-farm service.

The EnSus ‘brand’ name is important means of creating ownership of EnSus objectives by it’s farmer members. From questionnaire (158 replies out of 300), 95% of the members like the concept of club to continue giving individual and group services, 96% like the layout of the newsletter and 92% prefer the newsletter to a web site for obtaining information. (8% would also like the Club to provide a structure for Capital Investment. ‘EnSus’ advisers are well received, more trust (interest in the advice being offered) than if they are seen as coming from DEFRA.

Free and independent advice is attractive. A charge would kill interest in EnSus. The EA like the EnSus concept and willingly refer farmers to EnSus for independent advice.

Although FMD has allowed only one demo farm visit, farmers do like to see what is going on other farms.

TV/radio has not been used but could be useful. When asking for postal replies from farmers, pre-paid cards have a significant effect in encouraging

involvement and responses.

5. Co-operation/joint ventures with other organisationsEnSus co-sponsors are SWEB, South West Water, EA, NFU and ADAS. Project is managed by ADAS.

6. Sources of informationVaried published information plus ADAS information and advice.

7. Objective measures of the success of each activity or group of activities Questionnaire survey carried out

8. Subjective views on the success and cost-effectiveness of activities and communication media Farmers like the EnSus approach which is also being evaluated to be ‘replicated’ elsewhere in the country (e.g. Objective 1 North West) subject to finding suitable funding.

9. Future plansTargeting environment protection Targeting conservation managementThe EnSus contract finishes in November 2001. Ways are being sought to obtain funding to allow EnSus to continue thereafter. There is a proposal to continue EnSus into Objective 1 Cornwall to continue the free technical advice and to include capital grant aid.

10. Changes in other organisations needed to make future activities more effectiveDEFRA should provide low visibility background support. Farmers are suspicious of DEFRA led advice. FBAS visits are now coming on-stream. Some ADAS consultants delivering FBAS advice have commented that there is no technical advice available on 'brown' issues.

11. Other comments on how best to persuade farmers to change their practices. Farmers have found the MAFF/DEFRA foot & mouth website confusing. Not all farmers use the

Intranet. Farmers have commented that they are receiving a wealth of information in the post from different

organisations and it is difficult for them to read it let allow take on-board the guidance proffered. Farmers need to talk to each as part of their way of life. Direct contact farmer to farmer and farmer to

adviser is important. The manure brokerage service has attracted interest. There are 5 times as farmers seeking a supply of

manure than those who are looking for an outlet.

Environmental Trust Scheme Regulatory Body Ltd (ENTRUST)Acre House, 2 Town Square, Sale , Cheshire M33 7WZ (0161 972 0044)

1. Strategic objectivesENTRUST is a private sector not-for-profit company, limited by guarantee which is approved by Customs & Excise as the sole regulator of the Landfill Tax Credit Scheme. Prime responsibilities are to enrol qualifying organisations as Environmental Bodies (EBs) and to audit and inspect their activities to ensure compliance with the requirements of the Landfill Tax Regulations 1996. The Credit Scheme must be used to implement social and environmental projects complying with specific 'approved objects' in the Regulations.

To encourage the use of more sustainable waste management practices and technologies. To encourage partnerships between landfill operators and the local communities.

Policing role? YesLocal, regional or national objective? National





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Hard copy leaflets and publicationsTelephoneOne to onePressDemonstrations or eventsConferences or seminarsMembers or focus groupsemailWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication media

5. Co-operation/joint ventures with other organisationsOnly communication is with Environmental Bodies - don’t have any direct contacts with project organisers or farming industry about EP or CM.





10. Changes in other organisations needed to make future activities more effective


Farmade Management SystemsClaygate Farm, Herons Ghyll, Uckfield, East Sussex TN22 4BU

1. Strategic objectivesTo provide commercial farm management software.



specificArable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y YHills and uplands Y YConsultants Y Y Y YTrade companies Y YStudents Y Y


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To publicise products

TelephoneOne to onePress To publicise productsDemonstrations or events




Members or focus groupsemailWebsite For product updating.CD, video, etc Free ‘Sentinel’ CD (over 5,000 copies)

containing pesticide use and RB209 arable/veg fertiliser recommendations (not interactive); updated monthly (internet) or 6 monthly (new CD). Sentinel Active CD (as part of Multicrop recording or Agronomist software, includes legal use and off-label pesticide recommendations; updated weekly via internet). Includes ‘interrogator’ to check farm recommendations against legal and manufacturers recommendations. Multicrop recording system can generate NVZ report to satisfy EA inspection. Farmade software does not cope with livestock enterprises.

Sentinel contains information on ‘green’ environmental issues, outline details of support schemes and other organisation contact points (e.g. LEAF, FWAG, etc).

TV or radioOther (specify)

4. Preferred communication mediaNo comparisons possible within company products as CD only.

5. Co-operation/joint ventures with other organisationsNone.

6. Sources of informationPesticides data from CSL. Government, levy body sources.

7. Objective measures of the success of each activity or group of activities Survey of 2000 Farmade users (40% response) showed average farm size of 700 ha – 93% respondents grew cereals, 42% roots, 22% veg, 7% fruit. Farmade customers considered to have turnover of over £100K per year.

8. Subjective views on the success and cost-effectiveness of activities and communication mediaCD allows easy to use access to information. Feedback on Sentinel product has been positive but no structured feedback survey. Information and advice is most effective when presented as part of everyday farm management activities. Farmade Multicrop is used for everyday farm management recording; linked Sentinel allows easy and rapid access to supporting information and advice.

9. Future plansTargeting environment protection Targeting conservation managementExpand Sentinel interrogator into field specific Multicrop software allowing cross-check for pesticides so that field recommendation meets legal and manufacturers recommendations.

Development of interactive nutrients tool and interactive variety selection tool under consideration.

Development of module being considered that would allow economic assessment of conservation management options, including ‘what if’ scenario testing.

10. Changes in other organisations needed to make future activities more effectiveCurrent biggest problem is the provision of up to date information from both industry and Government.


Farming and Countryside Education (FACE)NAC, Stoneleigh Park, Warwickshire CB8 2LZ (02476 858249)

1. Strategic objectivesFACE (formerly FFES) aims to provide an interface between those seeking information about food, farming and the countryside, and those with relevant information to distribute. Main aim is to link schools with agri-businesses. Environment protection (EP) and conservation management (CM) issues are dealt with alongside all other issues.






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All forms of ‘hard copy’ are distributed on request via an enquiry service

Telephone telephone answering service deals with enquiriesOne to one noPress press releases etc. from time to timeDemonstrations or events

FACE attend all the agricultural show and also education shows


this aspect dealt with by RASE suggested contact Alan Spedding 024 76 858 258


FACE has members from wide range of agricultural industry and member meetings are organised

email yes - widely usedWebsite yes - used to make contact with teachers and schools as well as agric. industry supportersCD, video, etc yes TV or radio occasionallyOther (specify) Food and Farming Challenge - inform young people about work readiness skill related to

the agricultural industry

4. Preferred communication mediaMost methods are used according to circumstances

5. Co-operation/joint ventures with other organisationsMembership and sponsors include wide range of agricultural organisationsMembers: BBSRC, BCPC, CLA, CPA, FMA, MLC, NFU, Velcourt, WFUAgric. Societies: RASE, East of England, Lincoln, Royal Bath and West, Royal Norfolk, Royal Ulster, South of England, Three Counties, YorkshireSupporters: Federation of City Farms and Community Gardens, Food and Drink Federation, National Office of Animal Health

6. Sources of informationInformation comes from the membership.

7. Objective measures of the success of each activity or group of activities No.





Farming and Wildlife Advisory Group (FWAG)NAC Stoneleigh, Kenilworth, Warwickshire CV8 2RX (024 7669 6699)

1. Strategic objectivesThe primary objective of FWAG is to provide advice on conservation management and environmental protection to farmers and landowners. These are the most important issues for FWAG. FWAG exists ‘To provide farmers, landowners and our other clients with best opportunity for environmental gain through cost effective quality solutions’ (Mission Statement).

Policing role? NoLocal, regional or national objective? All



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y Y YTrade companies Y Y YStudents


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5-10 Technical Information Sheets Over 50 Technical Information Sheets.Farm Conservation Guide.The Good Hedge Guide.Guide to Environmental Grassland Management.Local produced information sheets.

Telephone Information and basic advice can be obtained over the phone from the local Farm Conservation Adviser. 8586 given advice on EP &CM.

Information and basic advice can be obtained over the phone from the local Farm Conservation Adviser. 8586 given advice on EP &CM.

One to one Advice is given on farm specific basis, covering conservation management and environmental protection, a Landwise report is usually produced after a visit.

Advice is given on a farm specific basis, covering conservation management and environmental protection, a Landwise report is usually produced following a visit.

Press Articles are produced on a local, regional and national basis depending on projects running currently. A total of 290 articles were produced during 2000/01 locally, regionally and nationally and 74 press articles.

Articles are published on a local, regional and national basis depending on projects running currently. A total of 290 articles were produced during 2000/01 locally, regionally and nationally and 74 press articles.


Every local FWAG organises Farm Walks during the year which address both conservation management and environmental protection issues. 395 walks/events were organised nationally in 2000/01.A total of 152 shows were attended locally, regionally and nationally during 2000/01.

Every local FWAG organises Farm Walks during the year which address both conservation management and environmental protection issues. 395 walks/events were organised nationally in 2000/01.A total of 152 shows were attended locally, regionally and nationally during 2000/01.


Local FWAGs organise training days, seminars and conferences addressing specific practical issues of direct relevance to the farmer. 15 conferences were organised nationally in 2000/01.

Local FWAGs organise training days, seminars and conferences addressing specific practical issues of direct relevance to the farmer. 15 conferences were organised nationally in 2000/01.


Focus groups have been used in developing the Nutrient budget. These were successful in encouraging action on the farm.Open meetings for anyone during winter months.

Open meetings for anyone during winter months.

email Not used currently to provide information to members.

Not used currently to provide information to members.

Website Information provided on environmentally responsible farming.

Use concept of virtual farm walks to demonstrate what can be achieved on ordinary farms.

CD, video, etc Taking Stock of Nature Video.TV or radio Regular radio slots in some local areas.

ADHOC radio presentations/interviews.67 radio broadcasts and 8 TV slots were performed during 2000/01.

Regular radio slots in some local areas. ADHOC radio presentations/interviews.67 radio broadcasts and 8 TV slots were performed during 2000/01.

Other (specify) Training courses for farmers. Awareness and practical training. 46 courses were organised during 2000/01.

Training courses for farmers. Awareness and practical training. 46 courses were organised during 2000/01.

4. Preferred communication mediaAll communication methods interact. Different bodies need to interact to maximise the best advice available.Currently leafleting seems to ensure that the information reaches the widest audience but it is often difficult to interpret recommendations to the farm specific level, this is where one to one advice becomes important.

However this is not the most cost effective method and we are developing www.fwag.org.uk further to provide information in a more interactive format.

5. Co-operation/joint ventures with other organisations DEFRA - funds up to 20% of operating costs (grants formerly received form MAFF and DETR). Other

individual projects also undertaken, e.g. development of website, best practice farm walks. Environment Agency- local /regionally funded projects aimed at habitat management relating to

watercourses, wetlands, waste minimisation etc. English Nature- locally funded projects usually targeting habitat management, restoration and creation.

National project also being carried out delivering biodiversity on farm. Local Government- some supply funding to local groups, others fund some direct work on farms. Sainsburys- joint venture to prepare over 1000 Farm Biodiversity Action Plans to Sainsbury’s suppliers in

the livestock sector over 5 years. Programme in year 2. This project is linked to work being carried out with English Nature and so far has been very effective in providing advice and information to new farmer clients.

RSPB- funded at local level to provide targeted advice on key habitats/species. Use RSPB research and management data in advice given to all farmers.

Other organisations FWAG works with include the Research Institutes, drawing on their publications and individual expertise, LEAF, Wildlife Trusts, Forestry Commission, Butterfly Conservation, BTO, Game Conservancy Trust, NFU, CLA, University of Hertfordshire.

6. Sources of information Information circulated to Advisory team for further dissemination to farmer members and clients,

predominantly farmers. In-house: leaflets, newsletters produced by local groups, website. Government: DEFRA (MAFF and DETR previously) Government Agencies: English Nature, Countryside Agency, Environment Agency. Non-government organisations: such as RSPB, Butterfly Conservation research Institutes and Groups: IGER, IACR, SAPPIO Companies: Hydro-Agri Others: Assurance Schemes Farmers

7. Objective measures of the success of each activity or group of activities Depends on definition of success. There have not been any objective measures carried out on most of the activities undertaken by FWAG,

but in 1999 CCRU of Cheltenham and Gloucester College, carries out an assessment of the Farm Biodiversity Action Plan. A summary of this publication is attached.

Post event surveys are carried out. Success of one to one advice could be measured by the demand for visits. Targeting messages appear to be more effective.

8. Subjective views on the success and cost-effectiveness of activities and communication media One to one advice is very successful but is expensive. Use of volunteers is very cost effective. Involvement of farmer members at ground level is successful and cost effective. Broad awareness raising is perceived as very successful creating local interest. Local competitions and national Silver Lapwing competition - entry levels can be a measure of the

success of the organisation to communicate advice.

9. Future plansTargeting environment protection Targeting conservation management Whole farm approach- integrated advice.

Promote best management practices. Advisers to address wide variety of issues.

Continue with implementation of project delivering Best Practice Demonstration Farm Walks.

Expand the current provision on

Whole farm approach- integrated advice. Promote best management practices. Advisers to address wide variety of issues.

Continue with implementation of project delivering Best Practice Demonstration Farm Walks.

Expand the current provision on

www.fwag.org.uk to include more written information, photographs and virtual farm walks showing good practice.

www.fwag.org.uk to include more written information, photographs and virtual farm walks showing good practice.

10. Changes in other organisations needed to make future activities more effective Provide information in electronic format as much as possible so that it can be used within the website Policy formulators- need to appreciate brown issues relevant-need to be addressed in agri-environment

schemes. Uninteresting parts on back of interesting parts. Farmers need to be involved Competition between organisations needs to be addressed especially in the research field- government

must not ignore the need for research Individual strengths of organisations need to be exploited Research findings need to be disseminated to advisers

11. Other comments on how best to persuade farmers to change their practices. One to one advice is often the most effective means of ensuring change, however this will not be possible

in all cases and therefore other methods such as local demonstration events including farm walks and study days can be helpful.

It is important to communicate at the appropriate level and on relevant topics. Long term views are important and being able to manage the changes according to finance available. Use of marketing methods and particularly farm assurance schemes. Relevance of modern, progressive

farming.

Fertilisers Advisers Certification and Training Scheme (FACTS)c/o BASIS, 34 St John Street, Ashbourne, Derby (01335 343945)

1. Strategic objectivesFACTS is a UK-based organisation which covers the certification of a professional qualification for crop nutrient advice. It is managed by a board representing the main players in the fertiliser industry. Technical and other information is provided through a subsidiary called FACTS 2001 (called FACTS 2002 from 1 January 2002) which also allows the FACTS board to keep in contact with its members. CM is covered in training for the FACTS qualification under the efficient application of fertilisers be they inorganic or organic.




Arable YHorticulture YMixed farming YLivestock – lowland YHills and uplands YConsultants YTrade companies YStudents Y


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FACTS 2001 updates on technical news and legislation by hard and soft copy circulation (c.50:50 split).

Telephone Help line available.One to onePressDemonstrations or eventsConferences or seminarsMembers or focus groups

c.1840 members of the BASIS Professional Register list Fertilisers as one of their categories, c.630 with fertilisers as main category. Annual CPD points required to retain qualification; obtained by members attending technical events etc.c.1600 members of FACTS 2001 (annual fee of £20); available to all FACTS qualified people; compulsory for all newly qualified persons. Membership provides 2 CPD points for those on the BASIS Professional Register.

email Used to provide help to membersWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaWe prefer email as it is so much cheaper than post! But some members require hard copy (even if they have email).

5. Co-operation/joint ventures with other organisationsClosely related to the BASIS organisation as FACTS is ultimately governed by the BASIS board. FACTS also supported by AICC, ADAS, FMA, DEFRA, NAAC, NAPAEO, NFU, PDA and UKASTA.

6. Sources of informationResearch publications, in house information from scheme contractor and anything else useful. Some articles commissioned.

7. Objective measures of the success of each activity or group of activities No. A survey of subscribers is being analysed at the present time.



10. Changes in other organisations needed to make future activities more effectiveSupply information and articles for the newsletters without being coerced!

11. Other comments on how best to persuade farmers to change their practices.Improve the financial standing of the industry.

Fertiliser Manufacturers Association (FMA)Great North Road, Peterborough, PE8 6HJ (Tel 01780 781360)

1. Strategic objectivesPublished objectives include:- co-operation with other organisations in agriculture and more widely to achieve joint aims interpretation and advice relating to fertiliser regulations advice on health and safety – fertiliser storage, handling and transportation technical guidance notes and advice; promoting codes of good fertiliser practice, (soil nutrient

management) and environmental protection educational material on nutrient management



specificArable Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Y Y YHills and uplands Y Y YConsultants Y Y YTrade companies Y Y YStudents


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Various free publications; most popular are Codes of Practice for Storage of Fluid Fertilisers (c.3000 in circulation) and Solid Fertilisers (c.5000), Best Fertiliser Spreading (c.7000).

Telephone Occasional advice to farmers, consultants and trade.

One to one NoPress Occasional use.Demonstrations or events

Occasional presence (e.g. Cereals, Royal Show).


Annual joint FMA/UKASTA/PDA technical ‘Fertiliser use’ conference.


26 member companies, 9 Associate/Affiliated member companies.

email Not for KT purposes.Website Contains publications; links to other

websites.CD, video, etc NoTV or radio NoOther (specify)

4. Preferred communication mediaHard copy is most influential. Selecting carriers/messengers and timing of hard copy is considered crucial. Delivery and timing is planned to coincide with times when farmer initiates active thinking about fertiliser use, products and purchases. Fertiliser merchants send or deliver publications direct to farmer customers to accompany fertiliser product orders. Mailshots are not considered to be effective.

5. Co-operation/joint ventures with other organisationsExisting co-operative ventures with EA, LEAF, EFMA, FACTS, PDA, UKASTA. Most new initiatives are expected to be collaborative. Co-operation considered to be very important and likely to expand. Perceived benefits are:mitigates perception of polarised objectives of fertiliser industry and organisations promoting environment protection improved credibility of messages by farmersless fragmented information and advicehelps ensure consistent messages and terminology

6. Sources of informationAdvanced warning of Government agri-environment policy framework has influenced development of collaborative and integrated approach with other organisations. Q/A carried out by consultation with identified specialists. Consultation with Government on activities development where felt necessary.

7. Objective measures of the success of each activity or group of activitiesNone

8. Subjective views on the success and cost-effectiveness of activities and communication mediaHard copy expected to remain main communication method as it delivers information directly at time of product purchase when farmer likely to be most receptive to new information and advice.

9. Future plansTargeting environment protection Targeting conservation managementCrop Assurance schemes likely to be used in future as (main) driver for future activities since the need for nutrient management compliance means farmers should be receptive to advice. A ‘Checklist for managing soil nutrients and fertiliser inputs – suitable for crop assurance’ is being prepared. New publications will target integrated nutrient management/environment protection targeting consultants and better farmers.


11. Other comments on how best to persuade farmers to change their practices.Demonstration farms, case studies considered to be very effective ‘persuasion’ methods; also farmer speakers at conferences, events, etc.

Fieldfare Associates LtdHartnoll Farm Centre, Post Hill, Tiverton EX16 4NG (01884 234850)

1. Strategic objectivesTo provide fully funded consultancy and training on soils, manures, fertilizers and related subjects. EP related measures are main focus of activities, e.g. farm waste planning, fertilizer recommendations. CM becoming more important as company activities broaden.



specificArable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplandsConsultants Y Y Y YTrade companies Y Y Y YStudents


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No publications produced by company; Government and other available publications used.

ditto as for EP

TelephoneOne to one Nutrients planning and Farm waste

management plans for farmer clients.PressDemonstrations or eventsConferences or seminars

c.10 seminars/year (FACTS, companies). Participate and help organise Farm Waste register.

Members or focus groupsemailWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaPaper and verbal.

5. Co-operation/joint ventures with other organisationsExisting co-operation with EA. EA fund provision of training courses and consultancy. This co-operation is successful and is vital to ensure effective implementation of EP by bringing fertiliser/manure use and EP together.

6. Sources of informationGovernment, R&D – mainly publicly funded.

7. Objective measures of the success of each activity or group of activities FACTS courses – 85% pass rate for trainees.

8. Subjective views on the success and cost-effectiveness of activities and communication media Small interactive seminar groups backed by effective literature works well.

9. Future plansTargeting environment protection Targeting conservation managementNo change.

10. Changes in other organisations needed to make future activities more effectiveMore specific guidelines on standards for soil protection are needed.

11. Other comments on how best to persuade farmers to change their practices.Literature alone is insufficient. Few farmers have heard of the COGAP codes. There must be verbal interaction through farmer groups, conferences, etc.

Food and Drink Federation (FDF)5 Catherine Street, London WC2B 5JJ (0207 8362460)

1. Strategic objectivesFDF aims to communicate positively the values, legitimate interests and importance of the UK food and drink manufacturing industry by being the voice of the industry to Government and the outside world, working with others in the food chain to ensure food safety and consumer confidence, and maximising the industry’s competitiveness by improving the legal and socio-economic environment in which it operates. The FDF has no remit to communicate environmental or conservation issues directly to farmers, however it does have good contacts with the NFU and is concerned about issues such as IPPC, climate change, Good Agricultural Practice, package disposal etc. Advice is only given to its members who are food and drink manufacturers.




ArableHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultantsTrade companies Y YStudents


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4. Preferred communication mediaDiscussion groups produce written information - Issues of interest to FDF (not necessarily EP or CM related) are discussed in committee by people who work in the industry. Written reports/leaflets etc. sent out as appropriate, also use email. FDF provides a facilitating role for its members in terms of brokering meetings, providing secretarial support etc.Regular ‘Food Chain Breakfast’ meetings at which topical issues discussed - this is main point of contact with the NFU.Email - all members are in communication via email and during crises (e.g. fuel, FMD) a separate email box is set up to give ‘fast track’ dissemination of info.

5. Co-operation/joint ventures with other organisationsGood relations with the NFU, which is the only direct communication, route with the farming industry. Discuss issues as they arise (usually at the breakfast meetings).







Forestry CommissionGreat Tenison House, Tenison Road, Cambridge CB1 2DU (01223 314546)

1. Strategic objectivesProtect England’s forests and woodlands; Expand England’s forest area; Enhance the economic value of our forest resources; Conserve and enhance the biodiversity, landscape and cultural heritage of our forests and woodlands; Develop opportunities for woodland recreation; Increase public understanding and community participation in forestry.






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erTargeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y Y YWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM



FC guidelines and bookletsGrant packs (Woodland Grant Scheme)

Telephone Advice from Woodland Officers and occasionally specialist staff

One to one Site visits by Woodland Officers and occasionally specialist staff

Press Press articles written or encouraged by FC staff


FC may lead or attend


FC may organise or attend


At national and regional level.

email Mainly for correspondence.Website Website provides general informationCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaNo hard evidence but general belief that on-site advice is the most effective, provided staff are reasonably expert and good communicators.

5. Co-operation/joint ventures with other organisationsFC have been involved in setting up various partnerships and initiatives, and continue to fund some. Occasionally FC second people to them. This approach is generally considered to be effective, and certainly has the advantage of being joined-up/integrated and to have the support of various stakeholder organisations.

6. Sources of informationIn-house expertise including research. Occasional consultancy. Miscellaneous other sources.

7. Objective measures of the success of each activity or group of activities Most partnerships/projects produce this. Otherwise there is a lack of objective evidence.

8. Subjective views on the success and cost-effectiveness of activities and communication media As customers become more able to access websites, this is becoming the most cost-effective means of getting across information. However on site expert advice is essential if you need a targeted approach.


FC are currently reviewing the balance of resources used in achieving policy aims. This may lead to a greater proportion being put into extension services and partnerships.

10. Changes in other organisations needed to make future activities more effectiveWork together at a strategic and delivery level. Favour first-stop shop approach, and the development of whole farm plans.

11. Other comments on how best to persuade farmers to change their practices.No single, simple approach. A combination of carrots, sticks (cross compliance), hand holding, support, exhortation, advice, information, encouragement and demonstration. There is a strong case for farmers taking a lead in spreading messages.

Game Conservancy Trust (GCT)

Fordingbridge, Hampshire SP6 1EF (01425 652381)

1. Strategic objectivesGCT’s Mission: Conservation through wise use. To promote for public benefit conservation and study of game species and their habitats To conduct research into the ecology and biology of game species and their environmental requirements To advance the education of the public in game biology and in the conservation of game.

Policing role? NoLocal, regional or national objective? National. Fulfilment of Grey Partridge BAP



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Targeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y YArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y Y


Hard copy Fact Sheets

leaflets and publications

Colour brochures

Telephone Many telephone enquiriesOne to one 90 farm visits per yearPress YesDemonstrations or events

Cereals EventRoyal Agricultural ShowGame Fair


4 per year


9 Regional focus groups


4. Preferred communication media Farm walks and demonstration days most effective- good communication, too few visitors. Farmer talks - good audiences- not on farm. Shows - good audiences - tend to be more interested in other issues - varieties, machinery, corporate

lunches. No financial benefit expected.

5. Co-operation/joint ventures with other organisationsWork with FRCA and FWAG by providing staff/ speakers at talks, farm walks etc.These are considered successful.

6. Sources of informationAll in-house.


8. Subjective views on the success and cost-effectiveness of activities and communication media The demand for our time.One field officer is not enough. There is sufficient demand to employ three.


More of the same

10. Changes in other organisations needed to make future activities more effectiveStop plagiarising GCTs ideas and selling them off as their own!

11. Other comments on how best to persuade farmers to change their practices.Provide adequate financial support.

Harper Adams University College (HAAC)Newport, Shropshire TF10 8NB (01952 820280)

1. Strategic objectivesAgricultural college.




Arable Y YHorticultureMixed farming Y YLivestock – lowland YHills and uplandsConsultants Y YTrade companies Y YStudents


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erTargeting environment protectionWater – nutrients Y Y Y Y YWater – other Y Y Y Y YSoil – chemical Y Y Y Y YSoil – physical Y Y Y Y YAir – nutrients Y Y Y Y YAir - odour Y Y Y Y YWhole farm planning YOther (specify)Targeting conservation managementHabitats Y YSpecies Y YArchaeology/historyLandscape Y YWhole farm Y YInitiating interest Y YOther (specify) Y YTargeting Integrated Farm ManagementIFM Y Y Y


Hard copy leaflets and publicationsTelephoneOne to onePressDemonstrations or events 3-4 per year 3-4 per yearConferences or seminars 2-3 per year 2-3 per yearMembers or focus groupsemailWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaConferences and short courses. Direct financial benefit.

5. Co-operation/joint ventures with other organisationsLEAF- link with this organisation provides good publicity.

6. Sources of informationResearch papers, Government literature. In-house research.




10. Changes in other organisations needed to make future activities more effectiveMore funding

11. Other comments on how best to persuade farmers to change their practices.Give them money and training.

Heather TrustThe Cross, Kippen, Stirlingshire, FK8 3DS (01786 870808)

1. Strategic objectivesConservation and Management of the Uplands




ArableHorticultureMixed farmingLivestock – lowland Hills and uplands Y Y Y YConsultantsTrade companiesStudents


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Autumn Newsletter ‘The Grouse’ 6500 copies;Annual report 5000 copies

Telephone responsive; about 15 enquiries/dayOne to one About 100 visits/year; mostly farmers and

landowners; probably less of the smaller farms; more in Scotland than England because standards of moorland management better in England - issues tend to be raised as a result of queries about grouse.

Press About twice a year; Press get in contact with HT for comment etc. also HT proactive in producing articles etc. for National, Sporting, Farming Press end July each year.


Open Days (2 in 2000) and demonstration events - by invitation (SAC, FWAG etc for training etc.) and also instigation of HT. Generally involves larger holdings, sites in Scotland and in England. Maximum number for on-farm demonstrations is 30 visitors - essential to restrict numbers for success of visit. New project involving demonstrations will be offering free attendance as fee-paying perceived by some to be a barrier.


1999 with SNH at Battleby, Perth on ‘Range Management’ - delegates and speakers from around the world. 180 attended.


300 members - mostly farmers and landowners, a few with specialist interests, a few corporate members. Board of Trustees. No focus groups.

email not used extensively - time consuming and over demanding.

Website www.heathertrust.co.ukCD, video, etcTV or radio Occasional. Used to be regular contributor

to Scottish farming programme. Useful for specialist topics.

Other (specify)

4. Preferred communication mediaField demonstrations to groups of about 30 people. More value than any written material - information is understood because it is seen and individuals can identify with the situation. Demonstrator needs to have appropriate qualities (or team of demonstrators) - with which the audience can identify - articulate, confident, professional and in particular must be knowledgeable, use correct terminology, use appropriate historical reference, be familiar with hill farm activities and speak the same language - in order to be credible and thus get the information across.

5. Co-operation/joint ventures with other organisationsOn going dialogue with number of bodies, in particular with BASC - good, non-competitive relationship. Also collaboration on a project basis. Competition between organisations can be a major barrier to good collaboration. Currently collaborating with BASC to establish demonstration moorland sites in S Pennines;

also contract with DEFRA (Liverpool University as consultants) to set up 4 demonstration sites of good moorland management practice in England and Wales.

6. Sources of informationAll. No particular difficulties getting information. Largest problem is danger of plagiarism.


8. Subjective views on the success and cost-effectiveness of activities and communication media Many years of experience show that people implement new (to them) techniques on their own areas in response to the teachings/demonstrations they have seen. Those who do not take up the advice tend to be those who are not prepared to put in the necessary effort, who see themselves as different (techniques not recognised as applying to them), or who are reluctant to change - often as much because of having too much money as too little. Tradition of separation between the farmers and shooters - potential income from the land being the driving force for improvement.


Create a network of demonstration farms throughout the UK to show good practice in Upland Management topics.

10. Changes in other organisations needed to make future activities more effectiveCollaboration with information transfer. Higher levels of integrity.

11. Other comments on how best to persuade farmers to change their practices.The lessons stem from the demonstration farms run by the Hill Farming Research Organisation. In the post-2nd World War period this mechanism was highly effective in increasing farm productivity (v farm incomes) by imitation. The same technique can be used to move forward environment protection and conservation management.

Hertfordshire County CouncilCountryside Management Service, County Hall, Pegs Lane, Hertford, SG13 8DN

(01992 555256)

1. Strategic objectivesEP/CM issues are integral to all activity.Involve communities in enhancing the environment;Improving facilities for informal recreation;Enhancing wildlife and landscape heritage.

Policing role? NoLocal, regional or national objective? Local



Arable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplandsConsultants YTrade companiesStudents


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Riverside management leaflet.Technical notes, those published relate to woodland management or chalk streams, others in draft. Generally held as a resource to send out as required; some targeting of stream leaflet by wildlife trusts to landowners with watercourses.

TelephoneOne to one c.200 annual visits to landowners/managers

to give advice/grant aid/support. County has a grant aid scheme for small works that is useful as an introduction - both establishing a relationship with the landowner and sometimes leading to larger schemes such as CSS. Also some woodland initiatives in past - advice and assistance towards implementing works and management as part of a Woodland Zone Plan set up by the County.

Press Occasional articles for local and farming press.


Habitat management demonstrations e.g. open farm days with CLA (about every 5 years), attendance at NFU/FWAG events (about 2 or 3 a year).


Presentations to local fora, NFU groups, tenants meetings (every 2 or 3 years).

Members or focus groupsemailWebsiteCD, video, etcTV or radio Very occasional radio articles and TV

interviews.Other (specify)

4. Preferred communication mediaOne-to-one/Face-to-face - this is preferred method whether or not the result is likely to lead to the landowner’s financial benefit (e.g. grant aid) or not.

Subjective review suggests customer recommendation is the most powerful tool for promotion. ‘Employ’ clients as advocates of conservation management and CMS advisory service. Advice supported by written bespoke advice. Current intention to produce general, technical guidance notes to reduce need for repetitious advice and to ensure consistency across services.

5. Co-operation/joint ventures with other organisationsCMS Partner with other HCC Units (Biological Records, Archaeology, Landscape, Woodlands, ELMS). Enable technical and highly specific advice to be provided to meet specific client needs and to be married with technical management prescription. Successful.

Success: Wildlife Sites Project ( working with Wildlife Trusts and in house Biological Records Centre to identify all sites of nature conservation importance at the district level; then for wildlife trusts to notify landowners and CMS to advise and give any follow up assistance) enables CMS improved service and BAP (Biodiversity Action Plan) targeting.

Success: Chilterns Chalk Streams Initiative - with Chilterns AONB Committee support.

6. Sources of informationIn-house partners, Herts Biological Records Centre, Landscape, Archaeology, PROW etcDEFRA regional office.

7. Objective measures of the success of each activity or group of activities Performance Indicator Report for CMS (copy provided for 2000-2001) - annual. Includes figures for farmer advice as well as general public.

DEFRA figures for Countryside Stewardship Schemes in Herts - high application/grant offer rate.

High level of Arable Stewardship uptake in Herts in relation to area of Herts in Pilot Area (i.e. Year 1 1/3 of Pilot schemes in 1/10 of Pilot areas) indicates success linked to promotional efforts.

8. Subjective views on the success and cost-effectiveness of activities and communication media There is a strong individual belief that face-to-face and third party word-of-mouth communications are the most successful and cost-effective, but this is difficult to separate from original promotional efforts.


Extending client base where under-represented to achieve greater outcomes - targeting those who are not already in regular contact with HCC.

Direct approach. Where client experience of service is limited,

raise awareness of strategic direction in farming and support/advice offered by CMS events/press/presentations as in targeted one-to-one.


DEFRA - recognise and promote CMS as a source of support and advice to farmers re: Countryside Stewardship etc. in Herts.

To establish CSS payment scales at a Regional level, (i.e. account for the ‘London Factor’) Explore ways of working which further involve local government partners. Whilst the picture is varied across the country, local authorities often have a great deal to contribute to

the provision of advice and aid to land managers. Herts. County Council, as the main sponsor of the CMS, has wider economic and social powers and duties; these elements need to be effectively brought to bear upon rural areas and the local countryside service link is one worth exploiting by central government.

11. Other comments on how best to persuade farmers to change their practices.Raising awareness in farming community of the contribution (economic) that RDP opportunities can make to their business. Expectation that the strengthening of environmental (2nd pillar) support instead of support for primary production (1st pillar) will be effective in achieving conservation management aims.

Foot and Mouth: too early to tell the effects. Probably a greater anxiety about CSS requirements for grazing management given an uncertain future for livestock.

Home-Grown Cereals Authority (HGCA)Caledonia House, 223 Pentonville Road, London N1 9HY (0207 5203945)

1. Strategic objectivesHGCA is a Non-Departmental Public Body established under the Cereals Marketing Act 1965 (as amended) to improve the production and marketing of UK cereals and oilseeds. A statutory levy is paid by growers, dealers and processors of cereals, and by growers of oilseeds. Knowledge Transfer is carried out to raise the awareness of HGCA activities, to increase the uptake of HGCA funded research output and to encourage the adoption of best practice in combinable crop management, business planning and marketing planning.




Arable Y YHorticultureMixed farming Y YLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents Y Y


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Topic sheets (2 sides colour A4; c.12/year); detailed guides (c.1/year); leaflets (c.3/year). 10,000 on mailing list (farmers, consultants, trade, students).

2-3 items planned.

TelephoneOne to onePress Many articles, mainly FW and Crops Some articlesDemonstrations or events

c.10 field demos/year with plots. No whole farm demo farms.

Nothing to date but future events being planned


Large conferences and small seminars (c.15/year); includes annual HGCA Roadshow conferences

Nothing to date but future events being planned


Not other than levy payers ‘membership’.

emailWebsite www.hgca.com gives copies of

publications, details of ongoing R&D and market info.50% of hits are for market info. www.trials4U2C.com provides timely information. On-line fora (2) tried in 2001.

CD, video, etc Electronic seedrate calculator (CD or on-line). CD on Wheat management for the autumn (2001)


4. Preferred communication media Most effective approach is engaging farmers in doing things (e.g. demo farms), and getting farmers

together (groups/seminars) to consider and discuss issues. Farmers are willing to drive c.1 hour each way but often not more.

Press is useful for general awareness where new issues or facts, but otherwise limited effectiveness. Low cost, large audience, scope to repeat message in different styles are advantages.

Electronic media have definite role but will not take over from other media in foreseeable future; CD preferred to web-based information. Website not well used for R&D info and felt to be of very limited value for technical info. Likely future of website felt to be for dynamic (e.g. markets) and some passive technical info., and interactive tools.

Farmers like faxed information.

5. Co-operation/joint ventures with other organisations Seeks wide co-operation with other organisations to achieve technology transfer objectives:- research

contractors; Dalgety, Masstock, Agrovista (partner hosts for Open days); LEAF, CPA, DEFRA/SERAD/ DANI; farmers, merchants and processors (re. ‘grain chain’). Liaison with key NGOs (e.g. LEAF, CPA, FMA) on EP and CM issues.

No info targeted to young farmers or students.

6. Sources of informationOwn R&D; research contractors; Government.

7. Objective measures of the success of each activity or group of activities No comparison of communication methods. A 2001 survey showed that 64% of recipients have used information given in HGCA Topic sheets (90% keep these for reference).

8. Subjective views on the success and cost-effectiveness of activities and communication media see 4.

http://www.hgca.com/

9. Future plansTargeting environment protection Targeting conservation managementMore partnerships with other organisationsCover broader ‘whole farm’ aspectsDemonstrate that adoption of best practice works

10. Changes in other organisations needed to make future activities more effective A major concern is the developing shortage of effective communicators who are trusted by farmers and

their advisers, and who are effective communicators; requires communication skills, practical farm experience and scientific/R&D knowledge and understanding.

The underwriting of financial risks associated with large-scale demonstration farm approaches needs to be identified, especially for high risk or capital intensive practices to be demonstrated.

More training of ‘communicators/delivers’ of information/advice.

11. Other comments on how best to persuade farmers to change their practices.HGCA might be able to promote a broader range of information and messages to its levy payers provided that the Q/A and independence of the information was assured.To do effectively, Knowledge Transfer is very resource hungry

Horticulture Research International (HRI)Wellesbourne, Warks CV35 9EF (01789 470382)

1. Strategic objectivesHRI is a primary UK organisation tasked with carrying out horticultural research and development (including broad-leaved forestry) and transferring the results to the UK industry. One of HRI’s main research priorities is concerned with sustainability and the environment. This will include research on the reduced use of inputs of fertilisers and pesticides, integrated and organic farming methods.




Arable Y YHorticulture Y YMixed farmingLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents Y


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Provided on ‘as required’ basis. Six newsletters were produced as part of the ENVEG project and were distributed to over 700 locations throughout the World.

Participation in providing information to other organisations such as ADAS, DEFRA, HDC, for their delivery to the industry.

Telephone Occasional contacts with farmers and consultants.

One to one HRI commodity specialists provide advice to leading growers. Occasional visits from trade and consultants to discuss specific issues. Frequent visits from colleagues in scientific field.

Press HRI regularly issues press releases when significant new projects are begun or results of significance to the industry are released. Press articles written as a result of interviews or presentations at demonstrations.


HRI regularly organises a range of events in collaboration with HDC and other trade organisations. Of note this year is an HDC/HRIA seminar at Kirton on ‘Improving use of fertilisers for brassicae crops’. Often HRI hosts groups of visitors from trade organisations or for groups of students or overseas visitors.

Over 20 demonstration woodland sites across the country in collaboration with Community Forests, the National Forest, Woodland Trust, Forestry Commission, Royal Forestry Society and others. HRI/ East Malling hosted a Walnut Day in October 2000, which resulted in formation of The Walnut Club.


Organised or been involved with delivering scientific papers on environmental issues – e.g. SCI, ISHS, other international events.


The HRIA (Horticulture Research International Association) keeps growers and the trade in touch with new R&D advances (c.350 members). Members Days and workshops are held regularly for 2-way exchange.

HRI is significantly involved in the British and Irish Hardwoods Improvement Programme, a forum of industry and research set up to promote and improve UK broadleaf trees.

email Following face to face discussions, information delivery can be supported by email.

Website HRI and HRIA have own websites; HRI site is to be redeveloped – includes simulation models for N, P, and K response. Information also available on pollution from N fertilisation of vegetable crops (supported by EU).

CD, video, etc HRI has been involved with the production of HORIS CD (Horticulture Information System). This provides information on agronomy, pests, diseases and weed control in a reference manual style.

TV or radio HRI features in TV programmes as the need arises.

Other (specify)

4. Preferred communication mediaIn terms of costs and the mission of HRI, the preferred communication media is publication of refereed scientific papers. However delivery of the salient points of such research can and often is published through articles/interviews in the popular farming press.

The most efficient type of event is where groups of visitors are hosted; events located close to grower’s holdings are more successful - e.g. events hosted at Kirton, S.Lincs.

5. Co-operation/joint ventures with other organisationsHRI has been worked with IACR and ADAS to deliver particular messages. Conferences and workshops are often organised jointly with HDC and HRIA and other organisations such as the Brassica Growers Association and APRC. Staff at HRI are regularly involved in delivery of papers at scientific conferences throughout the world.

6. Sources of informationMuch of the information communicated is based on in-house research.

7. Objective measures of the success of each activity or group of activities Not much. Some experience with DEFRA funded conference in Peterborough (Nitrogen fertilisation of field crops - an update) which, though successful, was based on only one meeting.

8. Subjective views on the success and cost-effectiveness of activities and communication media There is a need to repeatedly communicate the message to the growers and farmers. The most convincing way to demonstrate a need to adopt new techniques is to demonstrate the benefits and provide them with the WIN WIN arguments. The true costs of this dissemination and any development costs of taking new ideas forward should not be underestimated.

In any population of people there will always be some that are prepared to take a few risks; these early adopters should be encouraged. Following on from their experiences other groups of farmers – the early and late majority - will be encouraged to adopt the new ideas providing the real WIN WIN has been proven by the early adopters.

9. Future plansTargeting environment protection Targeting conservation managementMore of the information will be made available to users on the website. Communication methods will make the most effective use of existing technology such as providing a fax-back service. A new communications manager is shortly to be appointed to develop use of communication methods.

10. Changes in other organisations needed to make future activities more effectiveProvide sufficient real funding for the technology transfer process.

11. Other comments on how best to persuade farmers to change their practices.For successful KT, real funding is required and a KT network established and promoted. The delivers must be well motivated, informed and practised in dealing with different audiences and needs.

Inst. Arable Crops Research (IACR)Rothamsted, Harpenden, Herts. AL5 2JQ (01582 763133)

1. Strategic objectivesTo be a leading provider of high quality scientific research relevant to plant-based agriculture to achieve improvements in rural and agricultural economies that are financially, environmentally and socially sustainable. IACR, in partnership with others as required, provides underpinning research to policy makers, farmers and academia as well as agriculture-related, food and biotechnology businesses including: developing environmentally sensitive management practices for agric. systems and associated habitats; protecting soils, the food chain and the global environment; conserving and utilising biodiversity; elevating public appreciation of science related to agriculture.




Arable Y YHorticultureMixed farming Y YLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents Y Y


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erTargeting environment protectionWater – nutrients Y Y Y Y Y Y Y Y Y Y YWater – other Y Y Y Y Y Y Y Y Y Y YSoil – chemical Y Y Y Y Y Y Y Y Y Y YSoil – physicalAir – nutrients Y Y Y Y Y Y Y Y Y YAir - odourWhole farm planning Y Y Y Y Y Y Y YOther (specify) Y Y Y Y Y Y Y YTargeting conservation managementHabitats Y Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y Y YArchaeology/historyLandscapeWhole farm Y Y Y Y Y Y Y Y Y YInitiating interest Y Y Y Y Y Y Y Y Y YOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y Y Y



Various, e.g. Nutrient Budgeting for Arable Farms

forms; 50 issued directly; more indirectly from users.

Whole Farm Nutrient Budget Model. Nitrogen Fertilisers for Field Crops FWAG's Nutrient Budgeting workbook SAPPIO LINK leaflets on Patch

treatment of weeds and Weed Management Support System

Various, e.g. Outputs from field margin work -

SAPPIO Programme Factsheets – 3D Farming – Making biodiversity work for the farmer.

Fungi for controlling Aphids Willmot Pertwee booklet – Field

Margins Making them work and pay. Conservation of genetic diversity book

“Molecular methods for the conservation of Biodiversity”

Telephone c.10 enquiries per week on various aspects of agriculture and the environment.

c.5 enquiries per week on conservation of biodiversity.

One to one A very large number of meetings per year through ARIA, Cereals, Herts Show, Royal Show and visitors to IACR.

As EP

Press c. 10 press contacts per month. c. 5 press contacts per month.Demonstrations or events

c. 5 demonstrations or events per year. c. 5 demonstrations or events per year


c. 20 per year. c. 20 per year.


ARIA (Arable Research Institute Association) with over 300 members (farmers, consultants, trade) – also see 11.

email Too many to number Too many to numberWebsite FWAG Virtual Farm Walk of the Coates

Farm Study (under construction). Lupin Agronomy on IACR website. Virtual trials on the Agriknowledge website.

Field margin work on ARIA website.

CD, video, etc Schools video on Ammonia (including the importance of fertiliser N).

“The Buzz of science” video demonstrating work on bee conservation.

TV or radio Many, e.g. 'On Your Farm'; World Service; 'Science Now'.

Many.

Other (specify)

4. Preferred communication mediaIACR uses a wide variety of communication methods, depending on the audience. The Institute provides a large amount of information that is of value to farmers and we actively seek to engage the media, particularly the farming press. Articles on topical aspects of the Institute’s work appear in almost every addition of Farmers Weekly and Farming News. The farming press seems the most effective way of getting information across to a broad-spectrum of farmers. BUT the message has to be repeated and repeated, before more than the minority of ‘top’ farmers and advisors absorb the information and hopefully, react.

5. Co-operation/joint ventures with other organisationsIACR works with other research organisations such as IGER and ADAS and with industry partners. These are initiated for a variety of reasons that include demands of funders (e.g. DEFRA require a collaborative project that pools resources of the main research contractors (ADAS, IACR, IGER, HRI); demands of industry; joint interests; shared knowledge and skills. IACR is an active participant in LEAF.

IACR contributes to Open University and schools videos on various aspects of agriculture and the environment, such as ammonia and nitrogen fertiliser (GCSE video) and nitrogen cycling in soils (OU video). IACR has Open Days for the Public, when our research is presented very accessibly to a very diverse group of people. This is effective for improving the public understanding of science (PUS). IACR has participated in the 'Schools Challenge' programme since 1995 to improve science education and literacy.

6. Sources of informationIACR communicates mostly in-house information. However, it does join with other groups to communicate shared and Government information; e.g. IACR contributed data and expertise to the recent revision and promotion of the DEFRA ‘Fertiliser Recommendations (RB209)’ book. As many IACR projects are collaborative with other research organisations some of the information with come from the consortia not solely from IACR.


8. Subjective views on the success and cost-effectiveness of activities and communication media We regard the continual flow of requests for IACR staff to speak to interested parties, their demand to visit Rothamsted, and the general success of ARIA (the Arable Research Institute Association with over 300 members ranging from active influential farmers through crop consultants and advisors to marketing and development staff of agrochemical companies) as evidence of good, relevant research and effective KT.

9. Future plansTargeting environment protection Targeting conservation management Participation in 4 new “virtual farm walks” on

the FWAG web-site. Expanding the ARIA website SUNDIAL-FRS Fertiliser Recommendation

System - CD-ROM and website. Virtual Farm Walk of Coates Farm at the RAC,

Cirencester, on FWAG's website (i.e. a set of photos and accompanying text).

Conference on 'Resistance 2001'. Continued involvement in Trials 4U2C

Participation in 4 new “virtual farm walks” on the FWAG web-site.

Expanding the ARIA website Presentation of field margin work at Cereals

2002

10. Changes in other organisations needed to make future activities more effectiveLess competition and more, funded collaboration, with an acknowledgement from funders that this requires adequate resources and time to develop relationships.

11. Other comments on how best to persuade farmers to change their practices.To date the 'Stick and Carrot' approach appears to be the most effective. At farmer meetings where ideas are presented perhaps 10% of farmers present enthusiastically pick up ideas for reducing environmental impact. Most farmers need either legislation or a payment to persuade them to change their practices. Messages have to be repeated over and over again, using as many different media as possible. Environmentally friendly management is often more complex than ‘standard’ practice and so is less attractive to farmers and advisors trying to manage bigger and bigger areas.

ARIA is a charitable company, independent from but administered by IACR. ARIA exists to facilitate the two-way transfer of technology and knowledge between scientists and the UK agriculture industry with the objective of ensuring relevance of research objectives and timely uptake of new findings for improved economic performance and public benefit. ARIA has a membership of over 300, including influential farmers, crop consultants and advisors as well as marketing and product development staff of the agricultural-supply companies. The annual programme of events, which are a key component of IACR's knowledge transfer effort, consists primarily of workshops and an annual Science day. Although the numbers involved in this form of communication are not great, it is anticipated that knowledge will be effectively transferred through word of mouth and example to a much larger group than the original target group of influential farmers, advisors and opinion-makers.

Inst. Grassland and Environmental Research (IGER)North Wyke, Okehampton, Devon EX20 2SB (01837 883500)

1. Strategic objectivesUndertake integrated, cross-disciplinary programme of basic, strategic and applied research, emphasising grassland related and extensive agricultural systems. Includes: understanding and modeling nutrient flows (optimise, capture and minimise losses and environmental

impacts) investigating grassland biodiversity and interactions with the environment develop managements for grassland to promote diversity within productive systems and minimise

environmental impact




ArableHorticultureMixed farming YLivestock – lowland Y Y YHills and uplands Y YConsultants Y YTrade companies Y YStudents


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erTargeting environment protectionWater – nutrients Y Y Y Y Y Y Y Y YWater – other Y Y Y Y Y YSoil – chemical Y Y Y Y Y Y YSoil – physical Y Y Y YAir – nutrients Y Y Y Y Y Y Y Y YAir - odour Y Y Y Y Y Y YWhole farm planning Y Y Y Y Y Y Y Y YOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y YArchaeology/historyLandscape Y Y YWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM



ca 200-500+ (leaflets)

ca 350-500+ (scientific requested)

ca 200+

ca 100+

Telephone ca 50 ca 50One to one ca 50 ca 50Press 3-4 2-3Demonstrations or events

2-3 4-5


5-6 4-5


4 3

email ? ?Website ? ?CD, video, etc n/a n/aTV or radio 1-2 1-2Other (specify)

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4. Preferred communication mediaNo preferred method, depends on objectives as to strategies followed. Some actions are formally built into projects, others are requested and others are self-promoted. We derive no financial benefit from these other than expenses on occasion.

5. Co-operation/joint ventures with other organisations Other BBSRC research Institutes: successful and effective ADAS: many joint projects, again very effective FWAG: roadshows and training Local colleagues Grassland Societies

6. Sources of informationIn house derived informationSynthesis of research reviews etc.



9. Future plansTargeting environment protection Targeting conservation managementContinuation of appropriate mix as listed in ‘5’

Help desk

Web sites

Focus groups and workshops

Pilot farms and associated knowledge transfer

as EP

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Development of focus farms


11. Other comments on how best to persuade farmers to change their practices.Add economic criteria to outputs.

John Archer Consulting8 Melrose Road, Merton Park, London SW19 3HG (0208 5434004)

1. Strategic objectivesCommercial consultancy.



specificArableHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultantsTrade companiesStudents


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4. Preferred communication mediaNo one method is best, need a mix of written and other direct oral communications.It may be possible to avoid 1 to 1 advice depending on complexity of issue.


6. Sources of informationExperience linked to information gleaned from others and their evaluation.


8. Subjective views on the success and cost-effectiveness of activities and communication mediaIn the past some of most successful campaigns have been those where a single message is put across by all/several organisations. Mixed messages can be confusing.

9. Future plansTargeting environment protection Targeting conservation managementAs requested on commercial basis.

10. Changes in other organisations needed to make future activities more effectiveCo-operation is important. EA and DEFRA need to get together - this may be easier now with former MAFF and DETR now coming within DEFRA.

11. Other comments on how best to persuade farmers to change their practices. Government and the industry must be realistic about the economic impact of many environmental issues. It is generally difficult to do objective evaluations. But evaluations are needed to assess impact and

change - but don’t try to relate impact to any one activity. Government needs to give the industry some very clear messages, and either regulate these or make it

economic for farmers to comply with the requirements.

Kemira AgricultureInce, Chester, CH2 4LB (0151 357 2777)

1. Strategic objectivesTo manufacture and market agricultural fertilisers in the UK. To conduct fertiliser business with direct and indirect support to the end user. To ensure that technical support includes awareness and recommendations that fully embrace the needs of EP and consider CM.




Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y Y Y YTrade companies Y Y Y YStudents Y Y Y Y


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Various free publications on grassland and arable topics. c. 3000-4000 of each circulated to trade representatives, farmers and consultants. Mainly addressing N, P and S issues.

Involvement of Agronomy Manager in chairing a LEAF group to develop IFM guidelines for grassland farms (in progress).

Telephone Two HQ agronomists and national network of local Technical Managers which provide advice and support. All have use of in-house fertiliser planning software that explicitly integrates EP and CM into its functionality (software exclusive to Kemira).

Available but mainly in grassland habitats (lowland, upland and mountain).

One to one Same as for telephone. Same as for telephone.Press Occasional press coverage of

nitrate/nitrogen issues.Demonstrations or events

Farm demonstrations, organised by Technical Managers, including issue of increased N use efficiency. Presence at trade shows, e.g. Grassland 2002, annual Cereals event, etc.


Scientific conferences and International Fertiliser Society Council – influencing conference planning and topics, e.g. currently co-authoring paper on fertilisers and EP/CM in grassland for IFS.

Members or focus groupsemail Same as for telephone Same as for telephoneWebsite Website to be launched beginning October

2001. Will include information on EP; why and how in relation to fertilisers.

CD, video, etc CD covering improved N management in intensive grassland systems using Sulphur fertiliser inputs.


4. Preferred communication mediaHard copy is most cost effective at present, but lacks control. One-to-one advice (including ‘phone and email) is practically the most effective, but is also the most expensive. Computer based media may be used mostly by arable and large mixed farmers. We are able to draw information and advice from other organizations, most importantly the FMA and LEAF, but also others such as the EA.

5. Co-operation/joint ventures with other organisationsKemira chairman of group with LEAF, which is devising a set of practical IFM guidelines for lowland grassland farmers. The initiative arises because of the lack of such guidelines for grassland relative to the arable sector. This involves Kemira co-operation with LEAF farmers, LEAF, BTO, BGS, RSPB, EA, FWAG, GCT, etc.

Kemira have been involved in Obj. 5b BEAM project; also sponsor a local environmental management competition with the SW Scotland Grassland Society and have for many years been the main sponsors of the BGS national silage competition. This latter competition has increasingly placed EP as a priority area of assessment for entrants. In terms of EP we also have close links with PDA and the FACTS examination process.

Kemira have also recently been involved on a consultation basis with the national soil audit project run by Prof. Lovelace at Cranfield Univ. We have also been closely involved with the development of the IGER NGAUGE decision support software for N management on grassland farms.

6. Sources of information Government agri-environmental schemes through Technical Managers and HQ Agronomists. In-house and collaborative R&D. FMA and DEFRA codes of practice. EU directives awareness and implementation, e.g. NVZ’s. EMA software (used by all Technical Managers and agronomists).

7. Objective measures of the success of each activity or group of activities Only possible measure is sales of sulphur containing fertilisers that are only partly sold on an EP basis. Information is commercially confidential.

Farmers that include EP and CM objectives in fertiliser planning based on Kemira in-house software. Information is commercially confidential.

8. Subjective views on the success and cost-effectiveness of activities and communication media Difficult to judge as all our publications contain EP considerations, but do not address EP as the main objective. Increased sales of sulphur-containing products, although this will be mainly on a crop yield / quality basis and not directly because of EP.

9. Future plansTargeting environment protection Targeting conservation management As part of crop / food production assurance and

the related issues of plant nutrition. Develop expertise of those involved in one-to-

one contact with end users. Liaison with other organisations such as FMA

and LEAF in developing best practice. Maintain hard copy and one-to-one

communications and develop web and email contact.

Maintain current expertise in grassland and develop in arable sector.

10. Changes in other organisations needed to make future activities more effectiveDEFRA must ensure that farmers (end users) are consulted and listened to as to how they wish to be communicated with. A communication plan should then be devised around this understanding. This is a potential means to bridging the gap between academic research and the end user. DEFRA should recognise the importance of technology transfer through commercial companies and the agricultural trade.

11. Other comments on how best to persuade farmers to change their practices.Ask farmers the ‘what, how and why’ of how they would be persuaded to change their practices.

Existing data and reports on this topic should be consulted. Similar work does exist outside of the DEFRA area of influence. For SAC / Scottish Executive work, contact Prof. Garth Foster (01292) 520331. For work in N. Ireland, contact Dr John Bailey (02890) 255336.

Kent County CouncilInvicta House, County Hall, Maidstone, Kent. ME14 1XX (01622- 671411)

1. Strategic objectivesKCC have an Environment Charter which includes the following – ‘At Kent County Council, elected Members and staff recognise that a quality environment is key to enhancing and sustaining our quality of life. Social, economic and environmental issues are interwoven and of equal importance.’

The KCC Environment Charter includes the following objectives - - Research the environmental priorities of the people of Kent and take them into account in decision making- Influence environmental legislation and the environmental performance of local businesses

Policing role? NoLocal, regional or national objective? Local and regional



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplandsConsultantsTrade companiesStudents


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Usually used to back up other methods (e.g. given after a one to one). Many publications used are from other organisations such as Pond Action or RSPB but some produced in house and/or with other organisations.

Telephone Many projects will provide advice by telephone but this is often used primarily as a lead into other methods - particularly one to one.

One to one Often primary method of information provision, with back up letter or publications.

Press Used occasionally, usually as a mean of publicising work and initiating farmer interest.


Occasional use. Some of the projects cover relatively small areas and so repeated events on similar subjects not appropriate.


Limited


Limited

email LimitedWebsite NewCD, video, etc not usedTV or radio Very rarely used - as for press Other (specify)

4. Preferred communication media Generally think that one to one most appropriate means of passing information on - without a farm visit

some farmers are unaware of potential/current interest on farm. Letters and other methods more useful for initiating farmer interest rather than providing advice, although

leaflets and publications can be a useful back up to one to one. All methods tend to be more useful if there is a potential financial benefit.

5. Co-operation/joint ventures with other organisationsAlmost all the KCC ventures providing environmental advice are joint ventures. Partner organisations include English Nature, Environment Agency, DEFRA (for FWAG funding). Thought to be important as KCC would not be able to fund projects on their own. Considered a successful arrangement (some projects have been established since mid 1980s) but there is currently a partnership review being conducted, and this will include an evaluation of the effectiveness of KCC involvement.

6. Sources of informationResearch/consultancy community, Government (e.g. EA, EN), environmental charities (e.g. RSPB, Pond Action).

7. Objective measures of the success of each activity or group of activities Not currently.

8. Subjective views on the success and cost-effectiveness of activities and communication media Face to face (one to one) considered most effective for most situations. Telephone with follow up letter and publications (if appropriate) considered useful if one to one not possible (source - several individuals working on the projects).

9. Future plansTargeting environment protection Targeting conservation managementn/a 1. Lifescapes Programme - looking to develop and

implement a number of projects designed to deliver biodiversity gains integrated with social, cultural and economic benefits. Currently bringing together deliverers of advice and workers in these areas together for discussion. Intended communication methods not yet finalised - project in early stages.

2. Review of partnerships mentioned earlier may provide more information on effective methods of dissemination information

10. Changes in other organisations needed to make future activities more effectiveBetter integration and improved communication between organisations.

11. Other comments on how best to persuade farmers to change their practices.Make schemes and initiatives locally relevant.Integrate different types of advice - e.g. economic and environmental.

Lake District National Park AuthorityMurley Moss, Oxenholme Road, Kendal, Cumbria, LA9 7RL

1. Strategic objectivesTo ‘conserve and enhance natural beauty, wildlife and cultural heritage’ and ‘promoting the understanding and enjoyment of the National Park’, plus additional objectives for different aspects and areas of the Park (from website).

Policing role? YesLocal, regional or national objective? Local, Regional and National



ArableHorticultureMixed farming Y YLivestock – lowland Y YHills and uplands Y YConsultantsTrade companiesStudents


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erTargeting environment protectionWater – nutrients YWater – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y Y YWhole farm Initiating interest Y Y Y Y Y Y Y Y YOther (specify)Targeting Integrated Farm ManagementIFM


Not a main means of communication. From time to time leaflets are produced for a specific project (e.g. lime kilns) - not in large numbers and distribution to those interested. An out of date leaflet exists that summarises ‘sources of financial assistance’ for farmers.

Telephone Used for convenience, not used regularly for enquiries or for developing business.One to one Main way of operating. Use an area-based system: area teams of manager, rangers and

estate workers based on Parishes. High proportion of rangers per area (14 over 800 square miles) results in them becoming very well known within the community (farmers, schools etc). Rangers have responsibility for managing the ROW network and conservation schemes. In particular the ROW work has resulted in many links with farmers being forged - (though not always positive initially if ROW a contentious issue). Work alongside ESA Project Officers (97% of the Park is within the ESA designation) who cover the aspects of whole farm conservation - Park is brought in for specialist advice to support this approach.

Press Not a main means of liaison. Own publicity section. Mainly local press used.Demonstrations or events

Few, e.g. heather burning demos or bracken control. Usually triggered by a conservation issue - not often requested by farmers for farming issues; both instigated by the National Park and invited to attend those arranged by others. usually about 25-30 people attend and these are mostly farmers.


Twice a year maximum, often less. Recent one on Commons Management. Aimed at farmers - almost all delegates would be farmers.


Agriculture and Forestry Advisory Group (AFAG) runs parallel to the Nat Park Committee structure - same people attend plus farming, land-owning and forestry representatives (e.g. NFU)- deals with strategic issues - high level representation. Quarterly meetings.Commons Committees have ‘focus groups’ to deal with the integrated management of commons for all issues. Meet twice a year.The Nat Park Authority Members place a strong emphasis on farmers’ involvement and the need to work closely together, as the qualities of the National Park are founded on agriculture and farming communities. Representatives of farmers meet with Members twice a year to discuss issues.

email Recreational issues dealt with by email, but not conservation.Website www.lake-district.gov.uk Not particularly aimed at farmers - no farming or agriculture

buttons; countryside, landscape and conservation are used as key words.CD, video, etcTV or radioOther (specify)

4. Preferred communication mediaFace to face farm-gate discussion is clearly successful. Word of mouth has also proved valuable between farmers - to pass information on grants, sources of advice etc. The term ‘farmers’ can be a problem as it doesn’t reflect the range of different attitudes and individual businesses. However, farmers in the LD National Park are often very focused on their own territory/ own farm issues, are not always very ‘outgoing’ and tend to prefer direct contact in a focused way. It has proved to be important that Rangers act as a sort of Project Officer for agri-environment schemes - doing the chasing up and form-filling/paper work for farmers that would often otherwise put them off from applying. The facilitator role is essential.

Project Officer qualities that are valuable are: understanding of farming enterprises (e.g. coming from a farming family helps); a common sense understanding of farming priorities.

Key to success is:- to ensure that there is value in the proposal for all parties - including the farmer e.g. promoting streamside

habitat protection has been successful because it also offers the farmers something they want - fencing stock out of problem areas;

to convince those farmers already interested so they can prove a new idea to others - the ‘snowball’ effect.

5. Co-operation/joint ventures with other organisations Essential to co-operate and work with other organisations - there are so many players in this area of

interest. Important to recognise how organisations can complement each other - e.g. an organisation like English

Nature may offer money but not manpower; National Park can offer a network of rangers for other organisations to tap into.

Nat Park works closely with EN, Forestry Commission and many others both on projects and on a day to day basis in order to achieve objectives. ESA is welcomed and the National Park was involved in the evolution of prescriptions for the ESA, valuing an emphasis on the whole farm approach and inclusion of the common lands, and recognising the success of the scheme. The Authority now believes that revisions to the scheme are due, in order to meet expectations and allow for developments in the future.

6. Sources of information Starting point is own in-house experience. ESA Project Officers are a source of info. and the

Countryside Stewardship Scheme. LDNP also works with private land agents both on a project basis and day to day - using their skills on business issues and offering them work in return - good relationship means they can be approached for informal advice too.

Aware that keeping in touch with all the latest information must be extremely difficult for many farmers.

7. Objective measures of the success of each activity or group of activities There have been links made in the past between figures for one to one advice given and conservation successes under own (Park) schemes - now between (own)schemes so difficulty of providing figures. Monitoring has been carried out in the Bassenthwaite Lake area (hedgerows in particular) to look at before and after - info is a bit patchy but generally conclusive. Targeting is an important tool and is a way of focussing efforts to create visible results - this achieves positive responses. An ideal system would be one where areas are targeted over say 5 years to make an impression (such as the Bassenthwaite Valley).Performance Indicators exist for all aspects of work under the ‘Best Value’ government initiative; a monitoring system has been set up (last year) to check on effects of advice to farmers - no results yet.

8. Subjective views on the success and cost-effectiveness of activities and communication media A blanket approach is not cost effective- likely to be wasteful of resources. Convince influential farmers - snowball effect - farmers will become proactive once a scheme/offer/approach has been proven to be useful.


The previous two Nat Park schemes for farmers are being combined into a new scheme called ‘CASH’ (Countryside Advice, Support and Help) which will target specific land management issues (e.g. Japanese Knotweed, Trees hedgerows and woods, BAP species). This will be a single scheme that can draw on specialist advice and on the ground assistance.

10. Changes in other organisations needed to make future activities more effectiveNeed for organisations to get together and decide how to present information and the various schemes in a cohesive way - this will result in getting the best value. Difficulty for farmers receiving masses of information - need for a ‘first-stop-shop’ - which the Park aims to provide - a point of contact for the farmer to seek advice, support or where to find it. Rangers currently do a certain amount of sorting and searching for information on behalf of farmers and assist with filling in applications etc.

11. Other comments on how best to persuade farmers to change their practices. Need to recognise that farmers are a large, disparate group of people and it is not always useful to group

them together. A local and individual approach is essential to success (this has been obvious in discussing public access issues for example) - important to know all the farmers as individuals. To achieve good results there needs to be some benefit to the farmer and his objectives for managing his land and buildings as well as conservation gain.

Foot & Mouth - not known whether there has been any particular influence on uptake of advice etc. Cumbria still very much in the throes of the disease - maybe farmers will wish to return to usual business as soon as possible without any obvious change in approach.

LANTRANAC, Kenilworth, Warwickshire CV8 2LG (02476 696996)

1. Strategic objectivesLANTRA Trust has 3 parts: LANTRA Awards, LANTRA National Training Organisation and Agenda (see 11 for more details). LANTRA’s main input into environmental conservation relates to the industry and the skills that its potential work force may need. Career information packs are available and reports exist as to current skill level and projected work force requirements. The industry has 1,700 organisations that employ 49,000 people and utilise 200,000 volunteers. Training is provided as described in section 4.

Policing role? NoLocal, regional or national objective? National but with regional sectors





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Targeting environment protection and conservation managementHard copy leaflets and publications

yes covering:research reports (mainly to do with skills and labour force)reference documentscareers informationnewslettersStandards(in training)Consultation documents

Telephone Helpline available (0845 707 8007)One to one NoPress Regular press releases on range of training related topicsDemonstrations or events

Attend agricultural shows to promote LANTRA training opportunities in the land based sector


Training is main purpose

Members or focus groupsemailWebsite Yes - promotes training opportunities and provides information about career

opportunitiesCD, video, etcTV or radio TV - recently ran series on the Learning Zone with BBC (UK wide coverage). The

series targeted different industries in each week including for example dry stonewalling.Use local radio agriculture programmes to raise awareness of training opportunities.

Other (specify) University for Industry (see below)

4. Preferred communication mediaVarious.

5. Co-operation/joint ventures with other organisationsLANTRA brings together:

ATB-Landbase; the Environmental Training Organisation; the Joint Industry Council for Lift Truck Operations; the Joint Council for Fish Husbandry and Game Keeping.

In addition, the following organisations are now affiliates of LANTRA: British Agricultural and Garden Machinery Association; National Fencing Training Authority; the Farriers Registration Council; the Floristry Training Council.

Education Business Links LANTRA is keen to establish, maintain and develop links between the education and business sectors to:

provide information and support to teachers and trainers and those people interested in the land-based sector as a potential career choice

provide information and support to employers in building relationships with education and training at all levels.

LANTRA has a lead role to play in developing these links and acting as a broker to promote collaboration between these sectors. The ultimate aim of Education Business Links is to raise the profiles and perceptions of land-based careers. Current example:

The Food, Farming and Countryside Directory of Learning Resources - A comprehensive list of teaching/learning resources available for primary and secondary schools compiled by FACE (Farming and Countryside Education), LANTRA NTO and the NFU. The directory is designed to help teachers, students and other interested parties to plan and develop educational projects based on the land-based sector. The content covers all aspects of food, farming and the countryside.

University for Industry LANTRA National Training Organisation has successfully bid for £1.9 million to deliver the University for Industry's (Ufi's) on-line learn-direct courses to the land-based sector. The funds are part of £40 million dedicated to on-line learning by the Further Education Funding Council and were awarded after an industry partnership co-ordinated by LANTRA was given the contract to operate the Ufi's Environment and Land-based Industry Sector Hub.

LANTRA hopes that the first on-line learners will be enrolled in January 2001 and, in partnership with NAPAEO the association for land-based colleges, is busy setting up learning centres and appointing on-line learning tutors or 'ICT ambassadors'. The goal is to provide internet access at local venues and enrol 4,000 on-line learners by July 2001. In reality 1,000 online learner was announced in November.

The cost of learning on the learndirect website will be subsidised and in some instances free. Initially, courses available will be for skills common to all industries such as basic computing and management skills. However, the Ufi is developing specialist training programmes for land-based industries and the first of these - a farm diversification package - will be available in April 2001.

Computer programmes will also be 'contextualised' specifically for agriculture and will introduce farmers to computer packages by asking them to enter data gathered from the day to day running of the farm. In many cases, this will result in a working document that farmers can continue to use to help manage their business.

6. Sources of informationLANTRA itself sets the standards for NVQ’s.


8. Subjective views on the success and cost-effectiveness of activities and communication media LANTRA’s success could be viewed in terms of people gaining qualifications. The fact that people train in environmental conservation skills and gain qualifications ought in the long run to have an effect on the industry.


Looking at skill needs of the future (2005)

10. Changes in other organisations needed to make future activities more effectiveCo-operation in all areas e.g. Education Business Links.

11. Other comments on how best to persuade farmers to change their practices.LANTRA Trust has 3 parts: LANTRA Awards, LANTRA National Training Organisation and Agenda

LANTRA Awards - new awarding body providing an innovative and responsive qualification and awarding service aimed at the needs of the land based sector. It specialises in qualifications and training for people in the land-based sector and has more than 30 years experience in this field. It incorporates the former National Fencing Training Authority. This means that it also works closely with the highways industry. It is an approved NVQ/SVQ awarding body. In addition to skills training in areas such as ATV driving etc. it provide qualifications and/or training for following ‘environmental’ topics:

Pesticides Environment and Conservation (including woodland, biodiversity, hedgelaying, drystone walling, fencing, habitat management, integrated pollution prevention control, renewable energy crops, fertilisers and nutrients) Enterprise Skills (including diversification, business, marketing and finance, meat processing, dairy processing, dairy management, organic conversion, equipment maintenance, livestock)

LANTRA National Training Organisation provides focus for development of skills, knowledge and enterprise of everyone in land-based sector to increase competitiveness of businesses and organisations and support sustainable development. It is currently revising the National Occupational Standards for the land-

based sector. LANTRA NTO represents the interests of 1.5 million people and 360,000 businesses in the land-based industries. Including:

Agricultural crops, Agricultural livestock, Production horticulture, Landscaping, Environmental conservation, Game conservation, Fish farming, Agricultural and garden machinery, Fencing, Floristry, Professions allied to veterinary science (Farriery, Veterinary Nursing, Animal Technologists), Animal care, Equine.

Agenda - training, consultancy and assessment tailored to individual needs. Agenda provides range of services to support and develop people and improve business performance. Includes management and business skills, key skills such as IT and communications. Agenda may be relevant to environmental businesses but the skills taught are not directly related to environment.

Linking Environment And Farming (LEAF)NAC, Stoneleigh, Warwickshire CV8 2LZ (02476 413911)

1. Strategic objectives‘LEAF (a charity set up in 1991) is committed to a viable agriculture which is environmentally and socially acceptable and ensures the continuity of supply of wholesome, affordable food while conserving and enhancing the fabric and wildlife of the British countryside for future generations.’ Objectives are ‘To encourage farmers throughout the UK to adopt Integrated Farm Management (IFM)’ and ‘To promote the benefits of IFM to consumers and raise awareness of the way many farmers are responding to current concerns’

Policing role? No (but see 3 – other)Local, regional or national objective? Britain, but part of European Codex



Arable Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Y Y YHills and uplands (weak) Y Y YConsultants Y Y YTrade companies Y Y YStudents Y Y Y


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erTargeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y Y Y Y



Various publications distributed on 2000+ mailing list, at demos and via other organisations; 3 newsletters/year; specific brochure for each demo farm. LEAF IFM handbook is essential reading for ACCS and Genesis. LEAF have contributed to European publication ‘A common Codex for Integrated Farming’. SEERAD will be sending out LEAF membership details to 9000 farmers in Scotland.IFM training pack for colleges also developed for use in Europe

Telephone Yes for re-assurance and refer farmers to best source of info/advice.One to one NoPress National and non-farming local press – extensive coverageDemonstrations or events

Currently 40 LEAF Demonstration Farms (see map), mainly arable dominated farms in E England, several with dairy, sheep, and pigs, one with poultry, two in hills and uplands. Demo farms are carefully selected and have a 5 year contract but no financial support. LEAF provide technical and media training to Demo farmers. 80,000 visitors to Demo farms in last 10 years (50% farmers). 500,000 people have had contact with LEAF (talks, demo farms) of which 50% are non-farmers (e.g. WI groups, MPs, media, schools, etc).


Organises own conferences and contributes to many others. Training seminars for farmers, college lecturers/farm managers (annual), LEAF ambassadors. LEAF/BASIS IFM training courses to fill gap between BASIS and FACTS now recognised by Gov. as a professional certificated course.


1500 farmer members managing c. 500,000ha, 132 corporate members, 32 college members (Annual fee £30 -£1000). Members special events are held (e.g. farm walks, breakfast meetings)

email To communicate with corporate members and demo farmers.Website Under continuous development. An IFM forum is active CD, video, etc 1 CD (Virtual farm Walk, targeted at non-farmers); 1 IFM training videoTV or radio Lots of pro-active use at national and local level.Other (specify) The LEAF Audit (hard copy or CD-based) provides a self-assessment and planning

tool addressing all aspects of IFM. It is one of DEFRAs Pilot Indicators of Sustainability. Adopted by Birds Eye and other processors as alternative to other farm assurance schemes. c.2200 farms (c.800,00ha) have been audited since 1994.

The LEAF Marque standard is being developed as an approved standard through the Assured Food Scheme (AFS). It has been piloted; launch planned for Dec 2001.

4. Preferred communication media A suite of methods is needed. The key to LEAF success is the involvement of highly motivated and skilled farmers. LEAF

Demonstration Farms are selected so they can be trusted and respected and so recognised in the industry and by other farmers. Weaker farmers can be influenced through LEAF membership and one-to-one contact/groups including Demo farms. Existence of a group of Demo. farmers as part of a permanent and ‘exclusive’ group is considered to be important though may be counter-productive if LEAF is perceived as too exclusive by weaker farmers.

The LEAF Audit has had a large impact on ‘making farmers think’. Publications provide supporting information and advice, including signposting for further information;

the visual aspects of publications is especially important.

5. Co-operation/joint ventures with other organisations LEAF believe that co-operation, collaboration and networking are vital to achieve success. LEAF work

with a very wide range of organisations. This works reasonably well at present but less available time, funding constraints and more competition between service companies to farmers is making collaboration more difficult.

LEAF is involved in Europe with partners in 6 Member States in the European Initiative for Sustainable Agriculture (EISA) who have developed A Common Codex for Integrated Farming (published Jan 2001).

IFM arable research into practice is co-ordinated through a group called the Integrated Arable Crop Production Alliance (IACPA).

LEAF Sponsors (currently 10) to support Demo farms and promote the LEAF audit. LEAF Ambassadors (currently 72) to promote LEAF message

6. Sources of informationWide ranging.


8. Subjective views on the success and cost-effectiveness of activities and communication media Farmers must own EP and CM issues and problems. Most effective solutions likely to be a combination of making better use of the market place, legislation

and regulation and through encouragement and initiatives. There is increasing concern about more rules and regulations being imposed on farmers reducing their

‘freedom to farm’. There must be incentives to change farm practices - e.g. a system that works and seems practical, an

approach that increases profits, securing a place in the market, reducing risk, increasing yields, meeting consumer wishes.


LEAF Demonstration Farms have initially been focused on arable units, then mixed farms. A total of 50 farms is planned. Future farms will result in a more even geographic distribution and include more all livestock farms and farms in hills and uplands.

10. Changes in other organisations needed to make future activities more effective DEFRA must clearly define its policy and the ‘drivers of change’. Farmers need to be convinced that

DEFRA want to help them. DEFRA must be seen and heard in the regions. Farmers expect DEFRA role to be ‘administration of Gov. control and support measures’ and ‘setting policy’. DEFRA should co-ordinate Knowledge Transfer to the industry.

Advice and information to the industry needs much better co-ordination. There are too many ‘mixed messages’, which confuse, generate a lack of trust and are therefore not implemented. The plethora of current publications is counter-productive. Narrow knowledge transfer activities as ‘add-ons’ to research projects can be ineffective and poorly received.

The agricultural press needs to interact with the general public more than at present.

11. Other comments on how best to persuade farmers to change their practices. Involving the general public in LEAF activities is important for obtaining farmer trust and respect

resulting in adoption of LEAF messages. There need to be recognised standards of professional advice for other topic areas in addition to

pesticides use (BASIS standards) and fertiliser use (FACTS standards) – e.g. advice on conservation, organic farming, veterinary activities.

Industry wide campaigns on specific issues are needed, which are carefully timed and co-ordinated. There are too many powerful lobby groups taking up a disproportionate amount of farmer’s time. FMD has resulted in DEFRA staff being seen and respected at farm level. The shared experience of

FMD could be used to improve the image of DEFRA at farm level. On a national level farmers trust and respect for DEFRA is currently at a low level.

DEFRA should consider their role to be one of facilitating the process of change rather than attempting to do this directly.

Lloyds TSB BankBusiness Banking Agriculture, Canons House, Canons Way, PO Box 112, Bristol BS99 7LB

(0117 9433114)

1. Strategic objectivesCommercial banking.






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Free leaflets and other publications e.g. ‘Helping you achieve success’ and farm management guides.Quarterly ‘Marketplace’ newsletter mailed direct to all agriculture customers.

TelephoneOne to one Yes, but do not give direct advice. Aim to

make clients think about their business and signpost farmers to where to go for further help.

Press Adverts articles, advertorials (ranging from Farmers Weekly, Farmers Guardian, specialist and local papers.


Attend agricultural shows, specialist events (e.g. Cereals, Dairy events)


Yes, also Focus groups. Also co-host large events, speak at farmer clubs, run ‘drop in’ days.

Members or focus groupsemailWebsiteCD, video, etcTV or radio Interviews on local radio.Other (specify)

4. Preferred communication media








Local Government Association (LGA)Local Government House, Smith Square, London SW1P 3HZ (020 7664 3000)

1. Strategic objectivesVaried, incorporating social, economic and environmental. Within the Planning remit, conservation, environmental and sustainability objectives of land management pursued often through tenanted farms (though these farms are often excluded from applying for agri-environment grant aid); LA21 and LEAF also - work with LEAF where possible and always looking to promote good practice. Through the Rural Development programmes social and economic issues are becoming increasingly recognised and local authorities have objectives in these areas.






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4. Preferred communication media Local authorities have a more general remit than the farming community and therefore much of their

actions are not specific to farmers - with often no direct dialogue with farmers per se (except through specific projects etc).

Meetings with farmers, DEFRA and local authorities as part of the partnership arrangement with DEFRA for the ERDP. These can be successful so long as meetings are arranged to suit the farmers’ workload (time of day, time of year etc) and concern issues of direct relevance to local farmers and to the local area.

Some local authorities have regular liaison meetings with NFU which have proved useful. As a result of FMD there has been a need for organisations to interact who otherwise probably would not

have done so. This has been a positive result and local authorities have often acted as brokers in these associations. There is opportunity for these closer relationships to continue, and it will be interesting to see whether such work will continue in the future.

5. Co-operation/joint ventures with other organisationsas 4





as 4



Maize Growers Association (MGA)

1. Strategic objectivesThe MGA has set up an environment committee whose purpose is to identify environmental problems, promote good husbandry practices and inform regulators. The activities of this group are deliberately targeted at all maize growers not just MGA members.





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erTargeting environment protectionWater – nutrients Y Y YWater – other Y Y YSoil – chemical Y Y YSoil – physical Y Y YAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM



Leaflets and booklets sent to ALL maize growers (info from MAFF census).

TelephoneOne to onePress Occasional press articles Demonstrations or events

Practical demonstrations of good practice given each year - not restricted to MGA members. 10 trial sites across country.

Conferences or seminarsMembers or focus groups

Membership totals xx farms (xx ha). Members may get additional information


4. Preferred communication media3 pronged approach:- First - leaflet which promotes the view that profits can be increased by carrying out environmentally

beneficial activities (e.g. the reduce chemicals campaign). Second – ‘title’ booklet jointly sponsored by EA and MAFF Environment Protection Division. The co-

operation of MAFF enables this to be sent to ALL maize growers in the country, important to do this as non-MGA members likely to be the ones most in need of help/encouragement to change practices. Also important to have all the logos on the booklet: shows ‘united’ message.

Third - demonstration of best practices (may be quite simple ideas such as under sowing of maize).

5. Co-operation/joint ventures with other organisationsThe environment group was set up to work in collaboration with EA, IGER, Long Ashton and has good connections with the Swiss. It was set up because of problems associated with growing maize and the need to identify solutions (via research by IGER etc.), then develop and promote these good practices among all maize growers (MGA). This has been very successful (historically worked on pesticide issues) currently developing cultivation techniques to reduce soil runoff after harvest.

Important to have co-operation with EA etc. so as to stop problems and avoid regulation. Collaboration is also a two-way process and this helps to educate the regulators as to the reality and practical difficulties of farming. Research may also show that farming is not the main cause of a problem (e.g. the atrazine issue). EA asked MGA to help with the ‘Better regulation task force’ led by Lord Haskyn.

6. Sources of informationMost information comes from research done by collaborators.


8. Subjective views on the success and cost-effectiveness of activities and communication media The leaflet/booklet approach followed by practical demonstrations has been very successful, peoples mindset has changed and they are starting to think differently.

9. Future plansTargeting environment protection Targeting conservation managementMGA hope that EA will sponsor about 1400 acres of cultivation this autumn with a newly developed cultivator which minimises runoff. MGA want to initiate research on a new ‘no-till’ cultivator which is being used in Switzerland to drill direct maize into grass.

10. Changes in other organisations needed to make future activities more effectiveBiggest problem is funding (e.g. setting up trials for the Swiss machine described in section 12; DEFRA won’t fund them). None of the work initiated by the MGA’s environment group is funded by MGA members. More encouragement and backup would help.

11. Other comments on how best to persuade farmers to change their practices. The ‘better regulation task force’ has helped. More co-operation between farmers and regulators is needed to work out best practices and demonstrate

them.Post foot and mouth people are looking for ways to go forward - this is a good time to think about new,

better or alternative ways of doing things

Marks and SpencerFood Business Unit, Michael House, Baker Street, London W1A 1DM (0207 2684789)

1. Strategic objectivesWe are committed to being the most trusted retailer, whether on quality, innovation and food safety, but also on issues relating to corporate social responsibility (CSR) i.e. environment, animal welfare and people (customers - e.g. nutrition; our staff, our suppliers, their staff and the communities we and our suppliers operate in). NB. This applies across our business, but all subsequent answers will be restricted to the food products we sell.

Policing role? Not in terms of formal regulation/legislation but we do monitor compliance with our standards and codes of practice. For example, we commission independent pesticide residue monitoring






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Targeting environment protection


Extensive - e.g. Pesticide Code of Practice; GM Code of Practice; Protein Code of Practice; Produce CoP. All have environment section.

Available on website now or during next few weeks.Telephone Constant use of phone to maintain contact with suppliers on a wide range of issues.

Protein Group publish contact number so any supplier (farmer) can contact them with a query.

One to one Decisions with respect to targets for produce (e.g. pesticides, GM) are discussed with each producer individually.

Press Press releases relating to all notable commitments/achievements e.g. launch of pesticide policy, GM free ingredients.

Good relationship with agricultural press for spreading messages.Demonstrations or events

Participating in Government initiatives looking at greening the supply chain (Acorn) and sustainability (Sigma).


Meetings/conferences are held with suppliers and M&S food business to discuss new targets and to ensure that everyone understands rationale behind changes e.g. pesticide, produce and horticulture conferences to be held in next few months.

Supplier conferences which are increasingly allowing for two-way feedback on performance.

Each year have a stand at agricultural shows (cancelled this year due to F&M)Members or focus groupsemail e-mail, as with phone, used constantly to maintain contacts.Website Corporate Environment Website outlines vision, policies, standards and performance

Corporate Food Website on stream next week. Although customer focused provides suppliers with a broad vision of our aspirations and standards.

CD, video, etcTV or radioOther (specify)

4. Preferred communication mediaPrior to changes in targets for food standards face to face discussion with producers is always used. Usually starts with technical discussion with suppliers to discuss why changes are needed (usually changes arise to meet demands from consumers or pressure groups). Suppliers are consulted about the implications to them of the proposed changes. Following consultation process the target may be modified. Once agreed, individual farmers are visited to explain the requirements. Conferences may be held to ensure that all those involved (global strategists, food business managers and all those in the supply chain) understand why change is needed.

5. Co-operation/joint ventures with other organisationsEuregap; Assured Produce.

Good to have a common minimum standard that all farmers supplying all retailers meet. However, our brand position means we often request high levels of performance with respect to issues such as quality but also increasingly trust issues such as animal welfare and environmental protection

6. Sources of informationWide range of sources used.

7. Objective measures of the success of each activity or group of activities Pesticide residue data will be publicly available on website showing how well pesticide policy is

working.

Increasing amount of performance information will be made available in this manner.

8. Subjective views on the success and cost-effectiveness of activities and communication media Very difficult to explain because its all about culture rather than communication mechanisms, a

willingness to listen. It doesn't matter what whizzy gizmos you've got in place for communication if they're just for show.

The Protein Group's open phone line is a good example of how old technology, when used properly, can be tremendously effective.

Similarly the willingness to meet all suppliers one to one before a demanding pesticide policy was introduced to hear about their concerns and challenges.


10. Changes in other organisations needed to make future activities more effectiveIf there is best practice that we unaware of, share it with us.

11. Other comments on how best to persuade farmers to change their practices. Identify rationale and evidence supporting views. Explain the need for change and support them in doing it. More needs to be done on the latter by moving

production subsidies to countryside protection/enhancement ones. We demand more of our suppliers (in terns of high quality) than other retailers but farmers understand

why we do this - to appeal to a specific quality focused customer - and we pay more for it.

Milk Development Council (MDC)Stroud Road, Cirencester, Gloucestershire GL7 6JN (01285 646500)

1. Strategic objectivesThe MDC is a statutory body funded by British dairy farmers. Role is to improve the competitiveness and profitability of British dairy farmers. This is done by investing in development projects, which aim to help dairy farmers with improve returns from the market, and reducing and controlling variable and overhead costs.






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145 ongoing/completed research projects - 3 of which specifically ‘environment’. All reports are available as fact sheets, full scientific reports and some as leaflets called ‘research into practice’.

TelephoneOne to onePressDemonstrations or events

Focus Centres - Farms on which research is demonstrated and events organised (now in abeyance)


see Focus Centres


All dairy farmers pay levy on milk produced and are therefore members, they are encouraged to use the Focus Centres. Some farmers provided venues for ‘The white stuff‘ campaign.

emailWebsite yesCD, video, etcTV or radio Milk marketing campaigns e.g. ‘The White

Stuff’Other (specify)

4. Preferred communication mediaPublication of research projects which encompass all aspects of dairying, from fertility to forage, 3 formats: A fact sheet for all projects completed or on going. These comprise a brief synopsis of the aims and

objectives of the research projects and either likely or confirmed outcomes. Final Reports are available for all projects completed. This is a lengthy scientific document, detailing all

the procedures and findings of the project. MDC Publications 'Research into Practice' booklets, which bring together often more than one project in

a clear and concise format, highlighting relevant action points for farmers.

A recent development had been the setting up of Focus Centres at Duchy College, Cornwall; ADAS Bridgets (now CEDAR); Royal Agricultural C ollege, Gloucestershire; Harper Adams , Shropshire; Myerscough College, Lancashire; East of England ; Gelli Aur , Carmarthen; Bishop Burton , East Yorkshire; SAC, Dumfries. The original aim of these is given below BUT MDC have withdrawn support for these because of a change of objectives towards milk marketing (see 9 below). The Role of MDC Focus Centres. 'What good is research if it is never implemented on farm?' is the question behind the formation of the nine MDC Focus Centres around Britain. The MDC Focus Centres hold a series of farmer meetings across the year to demonstrate recent MDC funded research work and show how these results can be implemented on farm to save dairy farmers money. Topics covered range from digital dermatitis to fertility, from restructuring the dairy business to generic advertising. Each event demonstrates some aspect of the research work undertaken by the MDC but funded by British farmers. The nine centres are based at these locations, but meetings for each centre are held across a wide geographical area, to make them accessible to as many dairy farmers as possible. MDC literature is always freely available at Focus Centre events. Each Focus Centre is run by an Advisory Committee of local farmers who set event topics, according to the needs of the local dairying community.

5. Co-operation/joint ventures with other organisationsThere are a number of affiliated organisations (partly funded by MDC and thus by farmers): Animal Data Centre - genetic merit of animals National Dairy Council - human health and nutrition School Milk - EU school milk scheme

Practice into Profit - demonstration farms showing best grassland practices (Duchy College, Newton Rigg, Harper Adams and Gelli Aur)

EMA - environmental performance

6. Sources of informationMainly own funded research.

7. Objective measures of the success of each activity or group of activities Requests for over 30,000 research publications so far this year.



In future, the MDC will be consulting far more widely in the market, and will adopt a new approach to research, commissioning work only when there is a strong will to implement findings by the industry. Consultations with dairy farmers, both formally, and informally have shown that levy-payers want more spent on research into supporting the milk price, and increasing the market for milk, and less on technical aspects of production - therefore environmental/conservation aspects limited.

Dairy farmers, dairy farming representatives and commercial organisations will be consulted by the MDC on an on-going basis through a rolling programme of one-to one meetings. MDC Focus Centre events, farmer group meetings and feedback through the Council's website will also be used to provide other sources of information.


11. Other comments on how best to persuade farmers to change their practices.The Milk Development Council (MDC) was formed in 1995 to continue the funding of near-market research and development and other priority areas such as enhancing the public image of milk, following the abolition of the Milk Marketing Board. British dairy farmers supported its formation in a referendum and its funding by a statutory levy on all milk production in England, Wales and Scotland. Producers' interests are looked after by a Council of 11 people, of whom 7 are active milk producers.

Due to the way the MDC is funded and controlled, it is uniquely positioned to address the concerns and problems of the British dairy farmer. The communication of project results so farmers understand how to apply them in a farm situation is also a crucial role for the MDC. Environment and conservation are not prime targets but are covered where they impinge on production and marketing.

The MDC has responsibility for monitoring the campaign to promote more sales of milk to ensure that producers get value for the money they spend.

National Association of Principal Agricultural Education Officers (NAPAEO)c/o Howard Petch (Secretary) – 01964 550736)

1. Strategic objectivesNAPAEO represents 45 Agriculture and Land Based Colleges in the UK. Collectively these colleges service the needs of an estimated l20,000 learners per year. Learners include those in the l6-l9 age group pursuing primary vocational qualifications as well as adults in the work force, self employed and employees seeking continuing professional development, verified competence, technology transfer and transferable skills. Increasing emphasis is being given to a responsive curriculum, learning technology, flexibility in mode of delivery, and widening participation of those not traditionally involved in training.






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4. Preferred communication media Effective communication within the sector involves a blend of methodologies according to circumstance.

Emphasis has to be given to the predominance of micro businesses, and self-employed and the constraints placed on the learning process.

In summary, provision variously includes- participative learning- interactive group work- hard copy learning materials

Re-evaluation and renewal of traditional “farmer discussion groups” activity is likely to be of real significance.

This is particularly true on conservation issues where meeting of FWAGs and similar groups are very effective but tend to be preaching to the converted.

5. Co-operation/joint ventures with other organisations There is a wide range of co-operative linkages between centres of learning and other organisations

although some of these links have declined in recent years. Linkages include:

- Commercial organisations- Advisory and Statutory Bodies e.g. EA, CA- Professional and Trade Associations- Research establishments- Government departments- National Training Organisations

There is believed to be significant scope for expanded and closer links in this respect

6. Sources of information Publishing companies Technical data from commercial and statutory bodies In house material Farmer and producer group, e.g. FWAG, arable centres, marketing groups Government departments and agencies National consortium of learning materials University for Industry and equivalent sources Research centres

7. Objective measures of the success of each activity or group of activities All learning activity is evaluated at point of delivery. Outcomes are evaluated as part of QA process.

Aggregated data has probably not been compiled other than on an institutional basis. Research of existing data may well be cost effective.

8. Subjective views on the success and cost-effectiveness of activities and communication media A substantial evidence base of subjective and experiential evidence exists within member colleges but will need to be aggregated and evaluated.


10. Changes in other organisations needed to make future activities more effective Generally organisations needing to ensure information and technology transfer do not adequately engage

with professional providers in either the private or public sector. Cost effective gains can be achieved through a more comprehensive and structured communication framework including involvement of professional education and training providers.

Resources devoted to the dissemination of best practice of technology transfer and learning methodology to include traditional and IT modes would prove productive as indeed would wider use of college farms and estates as field trial and demonstration centres. It is important that all relevant issues are given a clear context to include, where possible, a cost benefit analysis.

11. Other comments on how best to persuade farmers to change their practices.Foot and Mouth Disease (FMD) has highlighted the social value of the learning process. Restrictions on meetings and gatherings has left many feeling isolated and deprived of social contact.

National Farmers Union (NFU)Agriculture House, 164 Shaftesbury Avenue, London WC2H 8HL (0207 331 7200)

1. Strategic objectivesTo achieve a modern viable farming sector that protects the environment, employs good animal welfare and is competitive. Mainly sign-posting but promote awareness of environment being important to every sector.

Policing role? Not directly, but indirectly through farm assurance schemes.Local, regional or national objective? All three.



Arable YHorticulture YMixed farming YLivestock – lowland YHills and uplands YConsultantsTrade companiesStudents


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Targeting environment protectionWater – nutrients Y Y Y Y Wat

erwise Campaign

Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm Management – promote LEAF demonstration farmsIFM



Sheep dip leaflet - protecting groundwater – when Ground Water Regulations come in.

Waterwise campaign – includes case studies and press.

Bird Scarer Code – best practice - liked by members and Local Authorities as helps to prevent & resolve conflict.

Order line for documents – on regulations, law and interpretation.

Set-aside leaflet.Five point plan leaflet – with English Nature.

As EP

Telephone Call centre – Callfirst for members. Local call number. Answers technical queries or gets answer within 24 hrs. Front-line staff generalists backed up by back office specialists. Grown to 15-20 staff

As EP

One to one Generally refer to other organisations. As EPPress NFU Professional – journal to keep

professional members up to date.NFU Business (every 2 weeks) and monthly regional journals – flag up issues.NFU Countryside members – magazine.

External press – regular activity.

As EP


Co-operate with others. As EP


Co-operate with others


Co-operate with others

emailWebsite Details of schemes with links to DEFRA

siteCD, video, etcTV or radioOther (specify) With EN sponsor Biodiversity award –

entrants demonstrate existing good work and proposed project to take forward if prize money won – example to others and rewards existing good work.

4. Preferred communication media Face to face most effective – one to one and demonstration events/farms. Often these are pursued in

isolation – many issues need a long-term campaign e.g. soil conservation needs a big campaign targeted to farmers.

Need to focus on raising practice to meet the regulatory floor e.g. Ground Water regulations. Also to ensure R&D reaches right audience.

Need to make EP & CM benefit the business – effective use of manures; save money by energy conservation; Farm Assurance schemes – conservation and EP = building blocks to better product & enables demonstration of standards of British food.

5. Co-operation/joint ventures with other organisationsWork with many organisations – as combined impact greater than sum of individual inputs. NFU signposts to other organisations that can provide direct EP/CM advice. Also policy objective of influencing partner

organisations as well as farmers – manage aspirations of partners to ensure realistic objectives. NFU can bring credibility to message of partner organisation to farmers.Promote LEAF; provide some funding to FWAG.

6. Sources of informationGovernment departments and agencies; some in-house; partners including environmental NGOs; waste – Composting Association.DEFRA R&D Newsletter – good for policy audience but doesn’t directly reach farmers.

7. Objective measures of the success of each activity or group of activities Waterwise campaign – ongoing campaign, includes survey – survey being redone and will report results. Biodiversity competition – no. of entries and output of what people do – but limited no. of people. Very

difficult to measure – most campaigns don’t have quantifiable objectives, especially when changing attitudes.

8. Subjective views on the success and cost-effectiveness of activities and communication media Face-to-face & sustained campaign most effective.Link with business benefits

9. Future plansTargeting environment protection Targeting conservation managementPossible campaigns on soils and waste, similar to existing Waterwise campaign.

Plan to do more on initiating work on EP because not so much activity by other organisations on this area compared with conservation. Problem of resources.

Five point plan leaflet with EN (launched Sept 01)

Use NFUNET more.More use of IT e.g. software to help address issues on a PC. Decision support. Need GIS so can relate to local farm.

10. Changes in other organisations needed to make future activities more effectiveMore effective R&D technology transfer – need more resources to get results on to farm.

11. Other comments on how best to persuade farmers to change their practices.Campaign delivering at several levels – press, assessment of current practice, advice, demonstration, video.

Northern Upland Moorland Regeneration Project (Obj. 5B)Barningham Park, Richmond, North Yorkshire, DL11 7DW (01833 621061)

1. Strategic objectivesTo integrate farming, shooting and wildlife conservation in the uplands. Specific aims are:To maintain and incomes from traditional hill-farming and sporting activities and to sustain and increase employment; to enhance the biodiversity and landscape qualities of the northern moorlands through sympathetic management of existing habitat and by grant aiding the restoration of degraded features; through training and demonstration to ensure that managers of the moorland, farmers, shepherds, keepers and owners, possess the required skills to implement integrated and holistic management.

Policing role? Not as such, but monitoring to ensure complianceLocal, regional or national objective? All three



ArableHorticultureMixed farmingLivestock – lowland Hills and uplands Y Y Y YConsultants Y Y Y YTrade companies YStudents Y Y


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erTargeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physical Y Y Y Y YAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y YWhole farm Y Y Y Y Y Y Y YInitiating interest Y* Y Y Y Y** YOther (farm business) YTargeting Integrated Farm Management * incorporated in others’ information; ** ‘parent’ organisation. The Moorland Association produces a CD of images that the project uses.IFM Y Y Y Y Y Y Y Y** Y Y


Bi-monthly ‘Technical Bulletin’ (newsletter style) is sent to all farmers, landowners, colleges and others with interest - total of 620 copies on mailing list.Specific publications sent out on demand: grip blocking; sheep housing (100 copies); Introduction to the project (250 copies over 3 years).Drawn plans are provided to all farms on request (65 to date)

Telephone 3 or 4 a day, often discussing farm plans. Used both proactively to contact individual and owners, and in response to requests.

One to one Several contacts a week mostly about drawing up the individual farm plans - 3 or 4 discussions per plan, followed by about 3 visits per farm to check claims (total 65 plans and 145 participants). All contact through own team of 3 Project Officers, 1 assistant PO and the Project Manager (during main period of project - now working with reduced staff).

Press Used to advertise activities either under project name or jointly with the Moorland Association. National sporting and farming press, national and local newspapers.


36 demonstrations over the 3 years of the project. Demonstrating techniques and best practice, mostly on farms and for land managers. One demonstration carried out for associated organisations. Stands taken at shows and game fairs.


3 or 4 seminars held for on-farm business and marketing (invited retailers, producers, RDA and breed societies); invited to speak at major conferences held by others (e.g. National conference on commons) and local conferences (e.g. FWAG).


Commoners hold meetings in focus groups; steering group meets quarterly; grants panel meets monthly.

emailWebsiteCD, video, etc CD of images made by the Moorland Association, used by the project - do not make own

CDs.TV or radio Mostly local radio and TV including local TV news.Other (specify)

4. Preferred communication mediaPreferred method is focus group of invited individuals. Technical bulletin is also well received. Combination of convincing influential individuals, bringing them together with others to discuss, demonstrate and convey messages and then follow up with supporting hard copy is most effective - ‘extension’ work. For this type of project where dealing with a specific topic and a defined geographical area it is easy to identify the audience - use of focus groups is ideal. For situation where trying to convince an audience without offering a financial return the method of using a well respected individual to demonstrate successful methods is effective. The delegated grant scheme that is part of the 5B project (offering % payments) has been a useful introduction to encourage landowners into the project. Credibility of advisers with landowners and farmers is also important.

5. Co-operation/joint ventures with other organisationsThe project works very closely with others - part of its purpose to bring different organisations together and to act as a ‘go-between’. In particular working with: EN (for specific advice and on steering groups), RSPB, National Parks, FRCA (CSS), Game Conservancy Trust (advice and monitoring of specific birds); other 5B projects in the north (such as Black Grouse Recovery); woodland grant bodies; the Heather Trust. All ventures have been successful.

6. Sources of informationIn-house and within the team - by hand picking staff. Information also from both the organisations and individuals from EN, Moorland Association, RSPB, Game Conservancy, NFU.

7. Objective measures of the success of each activity or group of activities Focus groups of commoners have been proven successful by the fact that every approach to commoners

after having taken part has resulted in a successful CSS application (and therefore an agreement to do enhancement works for a period of 10 years).

During the project 30,000ha of land has been put into CSS agreements and overall the project has influenced 73,000ha.

8. Subjective views on the success and cost-effectiveness of activities and communication media The project and its advisers are well regarded; The Hill Farming Task Force has been impressed by the work; Many letters received commenting favourably on the work done and supporting continuation of the

project; Conservation organisations have seen real results in terms of people having been influenced.


Depending on availability of funding aim to extend the project over a wider area with an emphasis on helping farmers to make changes in their business; on marketing and linking environmentally friendly processes and high levels of welfare to products: ‘to help farmers to adjust to changing markets and new business opportunities, thus managing the change from headage payment and production subsidies to the more competitive business environment of area payments and agri-environment schemes.’ would encourage applications by businesses to the RES; continue to put sensible management plans in place for commons; agree an environmental standard for major environmental marketing organisations (with impact wider than the project itself); set up events for making farmers more aware of opportunities for using IT for marketing stock - including electronic tagging and scanning; training and events to continue.

10. Changes in other organisations needed to make future activities more effective minimise bureaucracy; make more money available on the ground – e.g. using delegated grant schemes; fewer strategies and reports and more implementation; better sharing of information and working together.

11. Other comments on how best to persuade farmers to change their practices.Single most important challenge is change. To be effective more extension work is needed with advisers having time to spend with farmers. Farmers will respond if they can see good results and a positive purpose - working in groups is successful - showing work in action is well received and land managers get benefits from visiting others’ holdings and seeing alternative methods. Repeated contact is important - it has taken two years in some cases for this project to get results. Important to present information appropriately: language, presentation, a credible, recognised source, easily read information, straight forward, not expensively produced, advisers who are local or know the area well, have agricultural credibility and knowledge that land owner can relate to.

Oxfordshire County CouncilCounty Hall, New Road, Oxford, OX1 1SD

1. Strategic objectivesNone in relation to conservation/environmental advice to farmers. Others relate to planning implications or food hygiene/ animal health etc. or social services (stress counselling).

Responsibility for footpath network and tourism. Indirect influence on advice to farmers re conservation by advising District Councils and liaison/representation on steering committees etc.

Policing role? NoLocal, regional or national objective? Local and regional





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Published report ‘The Future of Farming in Oxfordshire’ 1999 (surveys 1998)


Have assisted FWAG at farm demonstrations


Currently organising a conference for November 2001 aimed at the farming community ‘The Farming and Food Conference’ at Oxford Brookes University

Members or focus groupsemailWebsite www.oxfordshire.go.uk Does not

specifically target farming or agricultureCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaNo direct communication with farmers over conservation except through specific projects (see 5 below).

5. Co-operation/joint ventures with other organisationsVery good working relationships with other conservation organisations and this is the way in which the Council gets things done - often through joint funding. Liaison role on number of steering groups.

Two key projects: working with District Councils e.g. Vale of White Horse, to encourage subsidising and preparation of whole farm plans - usually carried out by FWAG or other consultants - these plans then looked on favourably for Countryside Stewardship applications; another project (hosted by Wildlife Trust, funded by EN and Local Authorities) is looking at County Wildlife Sites on farmland, discussing with landowners via Project Officers and encouraging whole farm plans to include the management of these sites. Encouraging Stewardship to look favourably on applications for such sites - sometimes difficult to fit management of such sites into standard schemes - often not productive land but needs funding for farmer to manage. Very good response from farmers on the whole.

6. Sources of informationWide range of sources - often draw on Steering Group members expertise.

7. Objective measures of the success of each activity or group of activities Good take up of Stewardship Scheme - demand exceeds funding. Would like to monitor progress of habitats under management, but currently no funding.

8. Subjective views on the success and cost-effectiveness of activities and communication media Use of existing schemes such as Stewardship which are successful are best continued and improved as a vehicle for achieving conservation objectives. However, important to address the local conservation and biodiversity issues - ability to target local/regional issues with local knowledge etc and have these issues picked up and funded through the national schemes - needs to be additional options within the scheme (e.g. CSS) to fund management that otherwise would not be covered, yet are locally/regionally critical. E.g. target of local wildlife sites on farms the rough existing project - specific funding needed to support management of these habitats within the whole farm to attract/convince farmers - often farmers are willing but not able financially to carry out the necessary work.


Conference (see Q5) will hopefully look at issues of how to target and improve CSS and ESA schemes and relate county issues to national policy.

National Demonstration Project (Pilot) currently just started (3 year project) funded by Countryside Agency, EN and County to look at the Countryside Landscape Character assessment and Biodiversity appraisal for the County on GIS and see where these inter-relate and how this data can be used as a tool to improve targeting for national schemes such as ESA, CSS - a way of ensuring best benefits for the scheme objectives and the County interests.

10. Changes in other organisations needed to make future activities more effectiveAs discussed above Q10 &Q12 - need for streamlining relationship between the grant aiding organisations and the local needs - targeting and facilitating with appropriate funding.


Peak District National Park (PDNP)Aldern House, Baslow Road, Bakewell, Derbyshire, DE45 1AE

1. Strategic objectives‘To conserve and enhance the natural beauty and cultural heritage of the area, promoting its enjoyment and understanding, and- while doing this - fostering the well being of local people’.

Policing role? The authority monitors its own agreements and has a joint responsibility with DEFRA for care and maintenance visits for Countryside Stewardship agreements.

Local, regional or national objective? All



Arable (Y) (Y) (Y) (Y)HorticultureMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y YTrade companiesStudents Y Y Y Y


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Topic related leaflets for management of specific elements e.g. hedges, walls, lead mines; general info about PDNP services; specific leaflets on grants (own projects under the Farm Conservation Scheme); supply Countryside Stewardship info packs and WGS info packs; reports published e.g. ‘Hidden Heaths’ 1999 and ‘Meadows beyond the Millenium’ 1998, National Park Management Strategy document 2000-2005, ‘A Living Landscape’ - Biodiversity Action Plan.

Numbers of publications sent to or requested by farmers specifically cannot be separated from the general number. Many countryside publications go to a variety of destinations other than farms.

Telephone Both responding to queries and proactive in contacting landowners. Together with visits/one-to one contact, probably deal with about 750 enquiries a year. For any enquiry from a landowner (for whatever reason) name and details taken and followed up with a call to explain PDNP services etc; also proactive in seeking out and telephoning individuals who appear to have land of conservation interest and discussing a visit etc. – i.e. telephone used in targeting process.

One to one Both respond to enquiries and proactive. Tend to rely heavily on this form of contact as visit holdings as much as possible - to all types of landowner. Good relationships with landowners built up over many years, also valuable point of contact for incomers. Officers can fill in applications for grants for landowners (though not for business advice) and have developed a network of advisors over the years with local knowledge. Visits to PDNP offices from farmers also common on market day in Bakewell. Also use the PDNP ranger service for regular feedback on what is going on in the Park and also as a contact point - farmers can contact and get message back quickly, or rangers can contact specialists at office. There are 20 full-time rangers in the Park and numerous part-time and volunteers. Their main role is dealing with public access and recreation and have regular contacts with landowners in this capacity.

Press Own media office. Local and National press (including farming press), newspapers and magazines covering a range of topics that includes targeting farmers re schemes etc and also issues of interest to farmers and other users of the park. Both proactive in press releases (target for 100/year all topics) etc and invited to comment or give interviews on key issues. This year the annual target will have been met in the first 6 months because of the number of releases written related to the national FMD outbreak and PROW/access closures/re-opening. Also the NPA’s own annual free newspaper features stories about farm conservation (170,000 copies).


Farm demonstrations of good farm practice, woodland management etc using private landowners where possible and own land otherwise - probably less than 10 a year (because of shortage of time) and with about 30 attendees each. Works well where farmers able to show techniques to other farmers – e.g. heather restoration techniques day recently. Also take part in events/ training sessions organised by others e.g. DEFRA, FWAG, RSPB. Also events such as the launch of the BAP where farmers invited along with others - 100 attendees.


Organised when possible (shortage of time). Usually local and if targeting farmers then tend to be smaller occasions – e.g. invited speakers on an issue. Some training sessions or discussions organised jointly with other organisations (e.g. another Nat Park) may include farmers. Altogether about once or twice yearly.


Members n/a. Part of numerous steering groups and groups linking organisations. As the PDNP falls between admin regions for many other organisations and also across several local authorities there are multiple layers of responsibility and authority - much time is spent in consultation and on committees with other bodies and PDNP see their role (in part) as simplifying this complexity for landowners.

email Increasingly used as a means of contact with farmers - on a daily basis.Website Yes, but not specifically targeted at farmers.CD, video, etcTV or radio Contribute to programmes relevant to landowners. Regional TV and local and

independent radio used a great deal for general park issues that have interest/affect farmers. Do use to target landowners on specific issues but not regularly. There has been a specific slot for PDNP on local radio re Foot and Mouth.

Other (specify)

4. Preferred communication media‘One-to- one’ preferred, especially as the information available is becoming increasingly complex. Whether for farmer’s financial benefit (i.e. grant aid) or not, the preferred method is the same. Difficult issues are also best addressed face to face. For complex schemes, e.g. Stewardship, farmers often need the details of the agreement explained. Useful to co-ordinate with other organisations (e.g. DEFRA) in providing info at a local level, face to face.

5. Co-operation/joint ventures with other organisationsRegularly work with other organisations, on a day to day and a project basis. Successful and absolutely vital. Reasons to initiate? - improves the end product and is more cost-effective. Examples: with RSPB, recently funded an upland bird post; with EN - grassland projects; with FWAG - agreed working practices/ share training and events/publicity. ‘Farm and Environment project - FWAG work outside the farm and PDNP within; with ESA - procedures for consultations agreed within last few years; with EA over sheep dip disposal and bracken control. Currently trying to set up consultation process for the Organic Farm Scheme.

6. Sources of informationMostly in-house, ranging from specialist archaeology to research (e.g. meadows); also from Forestry Commission, DEFRA etc. and from farmers e.g. contractors lists and disseminating information of what other farmers have done; advisory sheets on topics such as walling, hedging etc. PDNP can’t give business advice. The range of advice, including the ERDP measures, needs to be ‘joined up’ to be effective.

7. Objective measures of the success of each activity or group of activities Number of Countryside Stewardship applications that have been agreed (a good proportion) is some assessment of success of one-to-one advice; similarly numbers of trees planted/ lengths of walls restored.

PDNP have started to assess their own contracts with agreement holders by a questionnaire - will probably have results by end of year.

8. Subjective views on the success and cost-effectiveness of activities and communication media PDNP has an opportunity for introduction to landowners through their own discretionary grant aid schemes - small projects often but simple and attractive - little paperwork. Tend to be last resort for farmers whose proposals don’t suit CSS, or older farmers who can’t commit to 10 year scheme (length of time for CSS can be an issue, PDNP can offer shorter schemes - 5 year or even 1 year). The PDNP schemes may also suit farmers who see DEFRA involvement as a barrier. PDNP can target sites of conservation interest and contact owners, keep in contact whether interested in an agreement or not - often continued contact results in an agreement eventually. Email contact from farmers and other organisations is increasing - welcomed as offers opportunities of being more focused and direct. Applications may eventually be dealt with by email.


New project with CA, initiated by a group of farmers in 8 parishes centred on the Hope Valley. LMI based on opting out of all production grants and the application of alternative payments based on audited features of each farm, with enhancement payments on top. Simple audit and mapping process currently being trialed. Involves parts of the gritstone and limestone areas of the Peak Park. Involves farmers with the community including the related businesses such as butchers and shops.

Possibility of targeting farmers with a website - especially useful when unable to visit due to F&M. Continuing with proactive projects - 10 year programme for BAP, targeting the most threatened habitats (currently unimproved grassland). A rolling series of projects including for lead rakes and upland birds. Heritage Lottery Fund bid ‘Moors for the Future’ -restoration of moorland damaged by visitor erosion, among other projects.

10. Changes in other organisations needed to make future activities more effectiveERDP - need for consultation over all schemes (including e.g. organic farming initiatives) and linking up with the business advice element.

11. Other comments on how best to persuade farmers to change their practices.Convincing a locally respected farmer is good value and using them as a demonstration farm is good practice. Offering more money would often help, but this is not always the most important element - many farmers want to retain their independence of grant aid or hold different views to the recognised advice.

An increasing number of applications come from farmers who are less informed and do not need the finance - who may not have managed land before. Often dealing with different people and different issues, but these applications/queries are dealt with in the same way as any other.

Foot and MouthTemporary effects of the crisis are the heavy grazing of some holdings (stock can’t be moved) and the difficulty of getting on to land to assess. Some concern among farmers about signing up to a 10 year scheme when future is so uncertain; less emphasis in applications on capital works as farmers have less money available. Rural economy crisis is deeper than the F&M issue. F&M has been a focus for deeper concerns and may have exacerbated the situation already in crisis. Structural change is already occurring and there is a real threat of losing the family farms which traditionally made up the local farming community. Stewardship financial incentives are not adequate.

PDNP has had own budget cut so cannot assist to the degree would like – e.g. there are waiting lists for walling grants.

Potash Development Association (PDA)Brixtarw, Laugharne, Carmarthen SA33 4QP (01994 427443)

1. Strategic objectivesDissemination of technical information and advice to support the efficient use of potash in the UK & Ireland. EP issues fully covered and promoted but are less relevant to potassium K than other nutrients such as N and P. Main targets are organisations/individuals advising/selling/teaching nutrient use in agriculture. Aim is to educate and inform at this level so that these bodies/individuals are better equipped to influence farmer practice. Direct farmer influence is secondary and achieved only via advertising, promotion at shows/events, farmer meetings and in response to specific farmer approach for info/advice. Arable, mixed farming and lowland grass are main target systems.




Arable Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Y Y YHills and uplands Y Y YConsultants Y Y YTrade companies Y Y YStudents Y Y Y


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Targeting environment protectionWater – nutrients Water – other Soil – chemical Y Y Y Y Y Y Y Y YSoil – physical Y Y Y Y Y Y Y Y YAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscapeWhole farm Initiating interestOther (specify)Targeting Integrated Farm ManagementIFM



Over 30 A5 publications freely available. New or revised publications direct mailed to 2,600 recipients (c.4-6 per year).

Telephone c. 20/week in response to specific requests.One to one No on-farm work undertaken.Press 5-7 press releases and 10-20 feature articles

per year. Advertising at national & regional level occasionally includes publications as loose inserts. c.60,000 leaflets disseminated to farmers via this route in 2001.


Promotion at 9-12 national & regional technical events per year.


1-2 conferences per year attracting 100-150 delegates each. c.20 local seminars to trade, advisors, fertiliser companies, farmer groups, etc. usually 15-60 delegates each.


Mailing list of 2,600 (fertiliser companies, agric. merchants, consultants, technical & R&D bodies, colleges & universities, water companies, etc).

email Used increasingly for contact with other bodies and for specific requests for info & advice. Info requests c.10/week.

Website www.PDA.org.uk. Site being progressively developed from listing sources of info to providing info direct. Current level of use is c.90 hits/day, 50 page views/day, 11 visitor sessions/day. Also provision of info and interactive programs to other web sites.

CD, video, etc Provision of info for inclusion on EMA CD.


4. Preferred communication media Hard copy publications remain the preferred route although this is costly if uptake is low. There is still

strong demand for this type of reference material which is easily and quickly accessible (pocket/briefcase/ bookshelf) and needs no specialized knowledge or equipment to view.

Electronic systems undoubtedly have huge potential cost advantages but need users committed to acquiring info by this route. Those who are most in need of education are often those who are slowest in taking up new forms of info transfer. There is current evidence that a significant number of people have email access but do not want technical info by this route.

To achieve the greatest uptake, technical messages must be in the most acceptable format for the potential user.

Training in new and improved forms of communication needs to be undertaken as a separate exercise from info provision.

Small discussion groups are a very effective method of transmitting a message especially if members of the group participate by choice, but this approach is also costly.

Newsletters are highly cost effective once a reputation has been secured that the newsletter series is a worthwhile source of info.

5. Co-operation/joint ventures with other organisationsThe PDA attempts to co-operate with other organisations at every opportunity in order to share costs, improve dissemination and enhance credibility of info. Co-operation is operated with R&D sources to

http://www.PDA.org.uk/

acquire info, to identify and develop important issues, to involve all interested parties and gain commitment and to share the means of promotion of info. Some specific examples are :- Joint R&D projects have involved straw survey with ADAS to identify typical PK offtake values,

involvement with Kingshay/Duchy College to obtain uptake, offtake and response values for PK for forage crops; co-operation with IGER to include examination of K in project to examine fate of N & P in grassland systems.

Liaison with Water Companies, British Sugar, BPC, MGA, FMA etc. to promote recommendations. Co-operation with UKASTA & FMA to operate a series of Fertiliser Conferences attracting 100-150

sales/advisory delegates at each. Co-operation & support of FACTS to develop training and info service from this source. Involvement with Univ. of Herts, Cyanamid, Farming on Line to develop internet info and interactive

recommendation systems for P &K.

6. Sources of informationPublished UK & Continental research info. Extraction from other publications. Results from limited own sponsored research & surveys. Extraction and promotion of legislation and regulations from other bodies (e.g. Organic Certification Bodies).

7. Objective measures of the success of each activity or group of activities Few !! Uptake and requests for literature as a result of advertising (low) or from mailing (high); e.g. additional 1000 copies of PDA PK Kalculator requested as a result of mailing details of this advisory tool.Normal print run for each publication is 5,000 – with re-prints or revisions within 5 years. Strong feedback from those receiving mailings and leaflets that these activities are valuable in advancing knowledge and developing better farm practice.

8. Subjective views on the success and cost-effectiveness of activities and communication media Increasing level of requests for advice and information reflecting recognition of PDA and acceptance of publications format and means of communication.

9. Future plansTargeting environment protection Targeting conservation managementContinuation of existing approach. Development of electronic systems at a pace appropriate to the acceptance & adoption of these techniques.

10. Changes in other organisations needed to make future activities more effectiveBe more receptive to co-operation to improve acquisition of info, identification of priorities and dissemination of info. Be more willing to ensure a balanced coverage of information on major nutrients and not isolate K because it is of no environmental concern.


Royal Agricultural Society of England (RASE)NAC, Stoneleigh Park, Warwickshire CV8 2LZ (0247685 8251)

1. Strategic objectivesRASE aims to play a leading role in the development of British Agriculture and a vibrant rural economy through the update of good science, the promotion of best practice and participation in high level debate. The encouragement of education on rural issues and the social welfare of rural communities are also key areas of activity meeting the Society’s objectives.




Arable YHorticulture YMixed farming YLivestock – lowland YHills and uplands YConsultants YTrade companies YStudents


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erTargeting environment protectionWater – nutrients YWater – other YSoil – chemical YSoil – physical YAir – nutrients YAir - odour YWhole farm planning Y YOther (specify)Targeting conservation managementHabitats YSpecies YArchaeology/historyLandscapeWhole farm YInitiating interest Y YOther (specify)Targeting Integrated Farm ManagementIFM Y Y Y



Whilst not the main topic of most publications there are references to both in the Journal of the RASE (7000per annum). Shades of Green or Review of UK Farming (1500) so far.


The Royal Show gas features on both topics and attracts around 170,000 visitors. In addition events such as Cereals, Pigs & Poultry, Sheep, Grain, Grassland cover the issues and have together about 200,000 visitors.


These are usually organised as members meetings on farm with a seminar with an audience of 30-50 per event. Around 6 per year.

Members or focus groupsemailWebsiteCD, video, etcTV or radioOther (specify)

4. Preferred communication media1. Large events which have a solid reputation for delivering useful farm business information. Good for

raising awareness and first point of contact with farmers. These shows (e.g. Cereals) usually only attract the specialist or the most business minded. The RASE profits from these events.

2. Events such as members meetings on farm and seminars are run to break even for the Society. Attendees are focussed on the issue of the day and come looking for specific information and ideas to put into practice.

5. Co-operation/joint ventures with other organisationsRASE supports LEAF financially having started it and continues to provide the accounting facility. This has been successful.RASE works with many other research institutes to provide features for shows (mainly BBSRC funded).Also work with some conservation organisations on consultations, conferences and seminars. These usually attract advisers to farmers rather than farmers themselves.

6. Sources of informationA combination of all sources mentioned above are communicated.

7. Objective measures of the success of each activity or group of activities Visitor attendance figures. Keenness of exhibitors to return the following year. Visitor questionnaires. It is difficult for the RASE to assess if changes on farm have taken place as a result.


9. Future plansTargeting environment protection Targeting conservation managementFeatures at forthcoming shows Ditto

Consultation on new delivery methods for both these as part of consultation on future agricultural policy.

10. Changes in other organisations needed to make future activities more effectiveCo-operation is the most important element.

11. Other comments on how best to persuade farmers to change their practices. They need to be able to see for themselves that new practices can work on their farm. Second to this is the need to demonstrate the financial impact. Farmers don’t always need to change their practices, just adapt their practices.

Royal Association of British Dairy Farmers (RABDF)Dairy House, 60 Kenilworth Road, Leamington Spa, Warks CV32 6JX (01926 887477)

1. Strategic objectivesIndependent organisation addressing the many needs facing the UK dairy industry.




ArableHorticultureMixed farmingLivestock – lowland Y Y YHills and uplandsConsultantsTrade companiesStudents


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Hard copy leaflets and publicationsTelephoneOne to one NoPressDemonstrations or events

Organise annual Dairy event


Annual technical conference at Malvern. Occasional technical course run.


No

emailWebsite Yes, contains news and articlesCD, video, etc NoTV or radio NoOther (specify)

4. Preferred communication media Older farmers tend to like faxed information; younger farmers often prefer electronic. Well written hard copy is effective for generating an initial interest but one-to-one or one-to-group is

required thereafter. Weekly press issues are useful since they are sufficiently current; monthly issues are too out of date.

5. Co-operation/joint ventures with other organisationsClose links with the MDC.

6. Sources of informationVaried.


8. Subjective views on the success and cost-effectiveness of activities and communication media see above.


10. Changes in other organisations needed to make future activities more effective DEFRA is not popular amongst dairy farmers. There is a perceived view that Government has little

interest in the well-being of farmers. DEFRA can be most effective by supporting other organisations to provide advice and information.

11. Other comments on how best to persuade farmers to change their practices. Labour cut backs mean that many farms are run by the farmer and his family alone. There are real

problems of time availability on farms. New information and advice must be provided in way that fits with the available time of a farmer.

FMD has resulted in a reduced level of trust between farmers and DEFRA.

Royal Institute of Chartered Surveyors (RICS)12 Great George Street, Parliament Square, London SW1 3AD (020 7334 3762)

1. Strategic objectivesImportant in Rural Faculty.




ArableHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultants Y YTrade companies Y YStudents


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erTargeting environment protectionWater – nutrients YWater – other YSoil – chemicalSoil – physical YAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitatsSpeciesArchaeology/historyLandscape YWhole farm Initiating interest YOther (specify)Targeting Integrated Farm ManagementIFM



4. Preferred communication media Formal presentations to selected groups. More targeting. Summary brochures followed up by more detail if requested. Too much detail initially can be off putting. Emphasise good PR opportunities if measures acted upon. Publicity to raise awareness initially. Promotion of the product rather than the body funding/administering. Demonstration farms regionally.


6. Sources of informationMainly in house to members from RICS but individual members may disseminate to farmers/landowners.


8. Subjective views on the success and cost-effectiveness of activities and communication media Targeted seminars and easily digestible promotional material are more effective.




Royal Society for the Protection of Birds (RSPB)The Lodge, Sandy, Bedfordshire, SG19 2DL (01767 680551)

1. Strategic objectivesConservation of birds.

Policing role? NoLocal, regional or national objective? Integrated national and regional objectives



Arable Y YHorticultureMixed farming Y YLivestock – lowland Y YHills and uplands Y YConsultants YTrade companiesStudents Y


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erTargeting environment protectionWater – nutrients Water – other Soil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y Y YArchaeology/historyLandscapeWhole farm Y Y YInitiating interest Y Y YOther (specify)Targeting Integrated Farm ManagementIFM


Books/booklets for advisers e.g. Farming & Wildlife, Management Guides for Lowland/Upland Birds.

Posters (A2) - awareness raising, each covering farming system e.g. dairy, upland. New posters - more photos, less text.

Leaflets - A4 species and habitat leaflets recently revised - awareness and advice for farmers etc. Each leaflet backed up with 5-6 page detailed advice including latest research for advisers, available by email.

Fieldfare - quarterly newsletter on agriculture and wildlife; goes mainly to advisers but some to farmers.

Leaflets & posters produced regionally, linked to regional projects and initiatives. SW Farming and Wildlife Calendar. Farming for Tomorrow - pack for agricultural colleges.

Telephone National and regional, dealing with queries from members, general public and farmers; also by letter

One to one Provided by project officers in respect of subject of project - mainly single species e.g. stone curlew, but some generic -e.g. working with waders. Provision of wider conservation advice passed on to other organisations.Volunteer & Farmer Alliance - survey of birds on farm - farmer encouraged to seek advice on management from others.

Press Press activity has been mainly focused on research into decline in farmland birds, reasons and possible solutions. Having raised awareness of problems now moving to more positive stories.


Plans being developed to use RSPB reserves to demonstrate good habitat management especially in uplands.Participate in demos organised by others e.g. farm walks


Seminars for agronomists and land agents.Training courses for advisers e.g. FWAG, RDS


Talks to NFU and farmer discussion groups; also to RSPB members groups that may include farmers

email Info. provision to farm advisers; also as tel. adviceWebsite RSPB has website - it is to be developed to include more for farmers, with

species/habitat information - interactive and with linksCD, video, etc Farmland Birds video - used for OU. Tape on Profitable Conservation on Arable Farms.

CD potentially useful.TV or radio As pressOther (specify) RSPB research staff have input into farm events

4. Preferred communication media Direct advice most likely to succeed in influencing land management - clear message, farmer can query &

clarify, site specific. However high cost. RSPB has focused in the past on advising the advisers - an economic way of reaching more people.

Leaflets - not worth sending to all farmers but valuable in supporting advice, and where can be selected by farmers e.g. agricultural shows.

Agri-environment schemes are the easiest way of gaining farmer interest.

5. Co-operation/joint ventures with other organisationsRegional initiatives usually have local links or partners e.g. stone curlew project. Generally refer farmers to other organisations for conservation management advice outside project topic area. Joint farm demonstrations with e.g. ADAS, FWAG. Work closely with Game Conservancy Trust - joint events, leaflets. Provide training for other advisory organisations

6. Sources of informationIn-house research and research done by BTO e.g. trends on farmland birds. Practical management advice provided by combining research results, feedback from advisers and from farmers.

7. Objective measures of the success of each activity or group of activities Not to date. Intending to carry out some market research next year.

8. Subjective views on the success and cost-effectiveness of activities and communication media The decline has been reversed in 3 of the 4 species that have been subject of a single species project (cirl bunting, stone curlew and corn crake) - one-to-one advice, leaflets, demonstrations. The black grouse project has not been so successful, probably because of a lack of understanding how best to combine needs of birds with the farming system.


Regional advisers - main role to target regionally important areas for farm birds; provide advice and support for external advisers in those areas; enable national co-ordination of regional initiatives.

More use of reserves for demonstration where typical of farmland in the area.

Further project initiatives - lapwings in west & Wales; ‘Working with Waders’ in Cumbria

Development of website to include more farmland material - interactive & links.

10. Changes in other organisations needed to make future activities more effectiveTo use RSPB advisers more. Involve RSPB when developing conservation initiatives in key areas for farmland birds, and develop working partnerships to maximise coverage.

11. Other comments on how best to persuade farmers to change their practices.Integration of conservation and business advice.

Soil AssociationBristol House, 40-56 Victoria Street, Bristol BS1 6BY (0117 914 2418)

1. Strategic objectivesSoil Association is a charity which promotes the production and consumption of organic foods. Environmental and conservation issues are fundamental to the organic farming ethos.

Policing role? The Soil Association’s Certification Department (Soil Association Certification Ltd - SA Cert) do have a policing role with respect to the set of organic standards.

Local, regional or national objective? National but trying to extend regional input, 2 regional centres at present (Cornwall and Wales) looking to have more.



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultants Y Y Y YTrade companies Y Y Y YStudents


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Targeting environment protection and conservation managementHard copy leaflets and publications

yes

Telephone yes - help line for producer membersOne to one not face to face (but see OCIS in 7)Press yes - do press releases to promote the Association and its workDemonstrations or events

training events


yes


South West Centre in Cornwall have had member meetings (farmer groups)

email yes to contact members and provide info like fact sheetsWebsite yesCD, video, etc videos used for consumers (for example of farms to visit to see organic farming in

practice) but not for farmersTV or radio Association spokes-people appear on both media, may be in response to questions but

often to discuss issues raised by the Associations own press releasesOther (specify)

4. Preferred communication mediaAll methods have their place. For example training events are ideal way to get a message across but not everyone goes to these sessions so need other methods such as leaflets too. The methods are complimentary.

Association has contact with farmers AND consumers these may need different approaches.

5. Co-operation/joint ventures with other organisationsClose liaison with Organic Certification Information Service (OCIS), which for England is also based in Bristol House (0117 922 7707). OCIS is run by Elm Farm in England (on contract to DEFRA), and by ADAS and Elm Farm in Wales. It provides free advisory visits to farmers wanting to convert; this is often done by someone from a local Agricultural College.Sometimes work with Organic Advisory Services and Henry Doubleday Research Association for training events. This is good in terms of effectiveness, access to expertise and contacts, but more difficult to organise.

6. Sources of information Research information from DEFRA steering group on Organic research. In house research tends to be on campaigning and consumer issues rather than farmers Use experienced farmers to demonstrate and pass on expertise Soil Association is a ‘Source’ of information for others

7. Objective measures of the success of each activity or group of activities No

8. Subjective views on the success and cost-effectiveness of activities and communication media Anecdotal evidence from telephone contacts Increased uptake of organic farming is a sign of success


Producing set of technical guides Working on proposals for organic stewardship scheme to improve conservation issues

10. Changes in other organisations needed to make future activities more effectiveProvide funding.

11. Other comments on how best to persuade farmers to change their practices. Association wants to educate consumers about how organic food is produced. Want to increase demand

for organic food and therefore get more funding for organic farmers. Consumer pressure is way to get farmers to make changes.

Need to ensure that information flows freely.

Soil Management Initiative (SMI)c/o Dr V Jordan, 1 The Paddocks, Powey Lane, Mollington, Chester CH1 6LH (01244 881815)

1. Strategic objectivesTo demonstrate and promote the use of Conservation Tillage as an environmentally friendly and economic approach to crop establishment. The UK SMI is an independent, non-profit making organisation created to promote the adoption by UK farmers and advisers of cultivation systems designed to protect and enhance soil quality and to minimise soil erosion and water pollution. Agronomic and economic benefits may then be accrued whilst also improving the environment through reduced soil erosion and water pollution.



specificArable Y Y Y YHorticulture Y Y YMixed farming Y Y YLivestock – lowland Hills and uplandsConsultants Y Y YTrade companies Y Y Y YStudents


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SMI Booklet “Improved Soil Management for Agronomic and Environmental Gain”, 1600+ copies distributed to date. ‘Guide to crop establishment’ (80pp) being printed; to be launched end of Aug 2001 (initially 5000 copies). Draft topic sheets; scientific publications.

Scientific publications.

Telephone On average 10 per week as EPOne to one On average 3 per monthPress 14 features in farming press in last 18

monthsRegular contributions in farming press


3 field demonstrations at own sites during past year and 6 field demonstrations in total. Present at major UK Arable Events e.g. Cereals, Tillage events. Contribute to demonstrations that involve cultivation expertise (c. 10/year)

Field demonstrations held at Loddington (Leics) and in Wiltshire (Landcare project) but activities curtailed in 2001 due to FMD.


In 2000, SMI speakers at 2 major conferences, 7 workshops. In 2001, speakers at 3 technical meetings; 12 farmer workshop/ meetings held with an average attendance of 100+ attendees; 12 further farmer meetings planned but cancelled due to FMD. Training courses planned for influencers and farmers if funding becomes available.

Regular contributions to Seminars and Conferences


Targeting environmental protection and awareness is a key SMI driver within Member companies training schemes and local Farmer Study Clubs

Regular presentations given to Farmer Study Clubs and Focus groups

email Email used (ca 5 per day) mainly to respond to farmer enquiries

Website www.smi.org.uk with links to European Federation of 11 EU member states www.ecaf.org with similar aims, and others such as Tillagetalk

CD, video, etc CD and Video on Crop Establishment and Conservation Tillage in preparation: to be launched Aug 2001 (5000 copies)

TV or radio Occasional when requested - BBC Radio(Farming Today) and TV

Other (specify)

4. Preferred communication media"Bottom-Up Approach" preferred – i.e. Farmers Extension Research. SMI believe this is a sustainable approach which puts interaction of farmers as the central force for integration.

The best form of communication is through practical and hands-on field demonstrations with associated seminars and workshops. This gives ‘interactive’ discussion between participants and leaders/experts which is considered to be the best method for communicating key messages. Second is the production of attractive, easy to read booklets and associated videos.

5. Co-operation/joint ventures with other organisationsSMI members represent a cross section of key organisations from the agriculture industry, including AAE Bioservices, ADAS, A Forsyth, EA, Focus on Farming Practice, Game Conservancy Trust, Jim Bullock, John Deere, Masstock, Monsanto, National Soil Resources Inst., RAC Cirencester, Simba, S Townsend, Syngenta, Unilever and Vaaderstad. SMI works with its members and others at appropriate events, such as

‘Tillage’, and in collaboration with the farming press (e.g. Crops Roadshows) to pass on the message of Conservation Tillage. During 2000 this approach was considered most successful judging by farmer enquiry responses and attendance at SMI focused events. ‘Tillage 2001’ has yet to take place. There is also interactive discussion and contribution to Policy Groups and Government Task Forces.

6. Sources of informationIn house from members who have research, development, and demonstration expertise with information communicated locally, regionally, nationally and Europe-wide. Collaborative information/advice generated and circulated within the European Conservation Agriculture Federation (ECAF) for mutually beneficial knowledge transfer activities.

7. Objective measures of the success of each activity or group of activities No

8. Subjective views on the success and cost-effectiveness of activities and communication media Evidence for cost effectiveness of communication/knowledge transfer may be provided by attendance figures at Conservation Tillage Farmer workshops/conferences in January/early February 2001 which averaged 100+ farmers per event; this is almost twice the usual number that attend such meetings. Similarly with field demonstrations, those attending the initial combined workshop/ demonstration asked for regular (monthly) follow-up field visits to review and discuss progress – this was not possible due to FMD. Although no precise information available, current indications show a gradual and steady shift away from intensive soil cultivation to more sustainable soil conservation tillage techniques.

9. Future plansTargeting environment protection Targeting conservation managementSMI intend to have two main demonstration sites in 2001-02 with different objectives.Farmer oriented: - focus on tillage intensity, drills, pre-drilling cultivations, weed control and economics. Environment oriented:- focus on soil conservation tillage to benefit both farmers and environment, and address a specific environmental problem.

Working with SMI members and using their sites for additional KT and training activities, events will be more topic focused (e.g. specific weed control problems; soil type management; sub-soil management; trash management; slug management; managing root crops and soil; tillage options under Arable Stewardship; non-inversion tillage and organic farming; machinery sharing/collaboration options. Further training courses and ‘train the trainer’ programme to cascade the Conservation Tillage message to the farming industry. An Education and Training Pack, new booklet and video are being prepared. SMI will seek funding for research on cultivation systems (6 sites planned which will also be farmer demonstration sites).

10. Changes in other organisations needed to make future activities more effectiveProvide medium term financial support to allow knowledge transfer activities to be well planned and fully implemented in response to need.

11. Other comments on how best to persuade farmers to change their practices.The SMI project aims to determine best methods for knowledge transfer to farmers, advisors, students and others in the farming industry, initiating and evaluating Farmer Dominated Study Groups (FDSG's) linked to experimental and demonstration farms. The farms will implement a range of soil conservation tillage practices to address concerns of soil degradation (erosion, compaction) and diffuse pollution. They will provide on-site training of the principles and practices available, demonstrating to farmers ways that they can comply with current, and meet potential future, agri-environmental measures. The project aims to demonstrate that FDSG's are a cohesive mechanism for uptake and implementation of such systems/practices, and that they are technically and economically viable.

Suffolk Landscape Project Peter Holborn, Countryside Management Leader, Suffolk County Council, St Edmund

House, Rope Walk, Ipswich, IP4 1LZ (01473 – 583180)

1. Strategic objectivesPositive management of Suffolk’s landscape and the creation of habitats to underpin successful economic development and the maintenance of diversity.

Policing role? YesLocal, regional or national objective? All. Landscape based on based on local strategies, English Nature Natural Areas, Countryside Agency Character Areas and National and local biodiversity targets.



Arable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Hills and uplandsConsultantsTrade companiesStudents


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General leaflet on the 5b Project. Mailshots to landowners.Articles in local newspapers and journalsFace to face contact at County Show

General leaflet on the 5b Project. Mailshots to landowners.Articles in local newspapers and journalsFace to face contact at County Show

TelephoneOne to one Direct mailshots to landowners in Project

Area. 276 took advantage of advice and grant aid

Direct mailshots to landowners in Project Area. 276 took advantage of advice and grant aid

Press Press releases in local newspapers. Articles in local newsletters and journals

Press releases in local newspapers. Articles in local newsletters and journals


In association with FWAG, 6 demonstration events covering various topics held

In association with FWAG, 6 demonstration events covering various topics held

Conferences or seminarsMembers or focus groupsemailWebsiteCD, video, etcTV or radioOther (specify) Joint stand with other 5b projects at County

Agricultural Show Joint stand with other 5b projects at County Agricultural Show

4. Preferred communication mediaApparent that the direct letter to each landowner was the most effective approach followed up with a personal visit when requested to sort out details of grant and advice.

5. Co-operation/joint ventures with other organisationsA partnership approach was adopted from the beginning, involving other organisations already working with landowners in the area.

6. Sources of informationLandowners in 5b area.

7. Objective measures of the success of each activity or group of activities As at 30 June 2001 targets achieved so far: 276 landowners advised 14,470 trees planted 25.6 km of hedgerow planted 188 grant schemes completed (value of work grant aided - £320,232) 141 environment & Habitat schemes initiated 83 ponds and moats created or restored 4 jobs created 27 Countryside Stewardship applications supported

A Customer Survey has been carried amongst all landowners receiving grant aid. 90 responded all expressing satisfaction with the way the project was handled.



If the opportunity arose would wish to make use of European funding to build on the success of this scheme and if possible apply it to the whole of Suffolk.


11. Other comments on how best to persuade farmers to change their practices.Many landowners prefer the landscape grant approach as it is a one-off commitment that can be added to as and when, whereas Stewardship locks them into a long term commitment.

Terra Nitrogen (UK) LtdFlorence House, Pearson Court, Teesdale Park, Stockton on Tees TS17 6PT (01642 637020)

1. Strategic objectivesAs a manufacturer of ammonium nitrate we believe that a sound environmental policy allows us our ‘license to operate’. Through the product stewardship route, we take this through to the end user via the distributive trade. Our Business objectives (Focus Points) include, as the top priority, EHS (Environment, Health, Safety) – ‘Improve EHS performance and reduce emission levels to air and water’. We have the view that unless we are improving our performance we will not be able to operate. We have a strong product stewardship team who are charged with ensuring that our customers receive information about safe and responsible use.




Arable Y Y YHorticultureMixed farming Y Y YLivestock – lowland Y Y YHills and uplandsConsultants Y Y YTrade companies Y Y YStudents


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Booklets including information and training on safe fertiliser handling and storage along with Safety Data Sheets.

TelephoneOne to onePress Press releases.Demonstrations or eventsConferences or seminars

Our distributors have access to training courses on the use of our products, which take in aspects of product selection, rate and timing, incl. training on safe handling and storage along with Safety Data Sheets for distributor customers and storekeepers. We advise on spreader calibration, the protection of sensitive sites and safety aspects of our products.

Members or focus groupsemailWebsite Yes, www.terranitrogen.co.ukCD, video, etcTV or radioOther (specify)

4. Preferred communication mediaFor issues, press coverage is the favoured option, especially if there is third party endorsement, giving an independent flavour. Booklets are kept as reference material. Face to face and practical demonstrations are favoured if time and resource allow. Telephone contact is now being used through a good database and this is proving very effective if costly in terms of money and time.

5. Co-operation/joint ventures with other organisationsThe NITRAM Award recognizes farmers who practice good fertilizer management. Introduced to associate NITRAM with good practice and emphasise the need for correct spread characteristics. Associations with Farmers Weekly, NFU and FWAG have added weight. We are supporters of the FACTS initiative and all our sales people are qualified – some are examiners. We are members of LEAF and have a staff member on the Executive and Marketing committees. This is to help them establish themselves and to promote a sensible approach to agriculture. The FMA and European FMA provide environmental advice and enable us to keep up to date with legislation and help put our message across. Links with trials organisations such as ARC, Kingshay Farming Trust and agrochemical companies provide other opportunities for testing products and generating information. On the corporate side we work closely with the Environment Agency and the Industry and Nature Conservation Association.

6. Sources of informationIncludes in-house, farmers, research/consultancy community, Government.

7. Objective measures of the success of each activity or group of activities The nitrogen fertiliser SP quality system that originated from this organization and was promoted in the ways described, had achieved 20% recognition within 5 years.


9. Future plansTargeting environment protection Targeting conservation managementWe will make more use of the database for targeted messages. The web site will develop further and it

is anticipated that it will become more widely used.LEAF will be an increasing source of information and means for disseminating our information.

10. Changes in other organisations needed to make future activities more effectiveDEFRA should be more active in supporting IFM in order to give industry organisations the financial stability to develop their message to farmers and public.

11. Other comments on how best to persuade farmers to change their practices. Support the effective communicators rather than reinventing the wheel. Pressure from the commodity purchaser to ensure that produce is traceable and grown to standards. Insist on an MOT for sprayers/fertiliser spreaders. Insist on a LEAF audit and action programme to follow.

UK Agricultural Supply Trade Association Ltd (UKASTA)3 Whitehall Place, London SW1A 2EQ (0207 9303611)

1. Strategic objectivesTrade Association representing the companies supplying farmers with their needs (feed, seed, fertilisers, pesticides, silage additives, etc. and buying farmer’s out-turn (grain. oilseeds, pulses, etc). UKASTA endeavour to give a comprehensive and all-embracing service, including regular updates on environmental matters.

Policing role? No, but a self-regulating roleLocal, regional or national objective? National



Arable Y Y YHorticultureMixed farmingLivestock – lowland Y Y YHills and uplandsConsultantsTrade companies Y Y YStudents


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AMCs (All Members Circulars) produced, including environmental, conservation and IFM as necessary.

Telephone Response to specific queriesOne to one Rarely, but regular area meetings are open to members.Press NoDemonstrations or events

Not involved


Annual/biennial fertiliser conferences


350 UKASTA members including multi-national organisations, family firms, partnerships, small businesses and farmer-owned co-operatives. Includes manufacturers, road hauliers and agricultural merchants

email Only in response to specific queriesWebsite Members can access archived AMCsCD, video, etc NoTV or radio Not on EP or CM issuesOther (specify)

4. Preferred communication mediaNot sufficiently involved to be able to comment realistically. UKASTA is more reactive than pro-active.

5. Co-operation/joint ventures with other organisationsWork closely with other Trade Associations (NFU, CLA, FMA, CPA, PDA, NOAH, NAAC, etc). Aim is to work in concert on appropriate topics. Generally good relationships, but closer co-operation in the future is of paramount importance for survival.

6. Sources of informationMany sources.


8. Subjective views on the success and cost-effectiveness of activities and communication media Members seem to be content with UKASTA efforts, but they are not as enthusiastic as they should be about improving environmental behaviour unless they can see a payback.

9. Future plansTargeting environment protection Targeting conservation managementNothing specific.

10. Changes in other organisations needed to make future activities more effectiveMore directed advice from Government with less verbage and more motivation.

11. Other comments on how best to persuade farmers to change their practices.Farmers are too busy fighting for survival to be drawn into appropriate discussion at this time.

Warwickshire County CouncilShire Hall, Warwick, CV34 4SX (01926 412640)

1. Strategic objectives (for Environmental Design Group, within Planning/Transport and Economic Strategy Department, within Social and Community Planning Division) . To identify, shape and improve the quality of the Warwickshire environment through working in partnership with communities, organisations and residents across the County. EP and CM have high priority within both the Group and the wider County Council.

Policing role? Monitor own grant aid/conservation schemes, looking for ‘Best Value’; specialists will ‘police’ regulatory and planning issues (felling, hedgerow regulations etc)




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Targeting environment protectionWater – nutrients Y Y Y Y Y Y Y Y Y YWater – other Y Y Y Y Y Y Y Y Y YSoil – chemicalSoil – physicalAir – nutrientsAir - odourWhole farm planningOther (specify)Targeting conservation managementHabitats Y Y Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y Y Y YArchaeology/history Y Y Y Y Y Y Y Y Y Y YLandscape Y Y Y Y Y Y Y Y Y Y YWhole farm Y Y Y Y Y Y Y Y Y Y YInitiating interestOther (specify)Targeting Integrated Farm ManagementIFM


Warwickshire tree scheme leaflet and package (containing map of area, explanation of landscape guidelines, local species etc.) May send out 2/week.Landscape Guidelines (3 volumes)County Annual Review - sent to all householdsStructure Plan

Telephone Queries, often dealing with the Tree Scheme. Approx. 2/dayOne to one All Tree Scheme sites visited (about 65/year). Landowners visited for other

reasons/projects will also be made aware of environmental opportunities.Press Local press used regularly, about once or twice a week (more frequently and more

directed at farmers during F&M crisis)Demonstrations or events

Approx. 1/year. Attendance at festivals (e.g. Town and Country annual festival) and Shows e.g. Royal Show. Often offering more general info but will impinge on farmers.


Approx. 1 every 2 years. This year major national conference on landscape character with invited delegates - from agencies, local authorities and reps from NFU, CLA.


Often issue based. Members (of Council) include landowners and have a keen interest in environmental issues.

email Minimal use, not often farmers except their agents occasionally.Website Probably not used by landowners specifically.CD, video, etc County Structure Plan was put onto video to make the document more user-friendly, and

taken to meetings, sites etc including farmer’s markets - gave away 5000 copies (a proportion of these to landowners)

TV or radio Have used e.g. ‘Country File’ for particular issues. Have a Council marketing group and many employees have training in the use of media - seen as a useful tool.

Other (specify)

4. Preferred communication media for major issues: typically influence gained through third parties: issues raised with Members through bi-

weekly magazine; speak with CPRE/CLA/NFU; raise with Technical panel e.g. for Cotswolds AONB (info then provided to landowners through ranger service); discuss in technical and specialist journals (e.g. Farming press);

for a new initiative e.g. grant scheme, identify landowner contacts who have been interested and successful in the past (large database held) and discuss any new ideas with them to gain views and comments; then call in interested parties (land managers) for workshops based on draft publications; follow up with publications and mailshot.

to reach those not originally interested - e.g. for the Tree Scheme - mailshot with information and advice, to past customers.

5. Co-operation/joint ventures with other organisations Important part of the Group’s work as well as the statutory consultations. Important to recognise that in

any partnership arrangement each body/individual is involved for their own purposes. Regularly work with FWAG, EN, EH,, BTCV, CA, WT, EA. E.g. Working with FWAG on River Leam

study involving local landowners and a variety of environmental issues; with a variety of partners on the Habitat Bio-diversity Audit (looking at a method to link with the Landscape Guidelines, and to identify change and sensitivity); with the consortium constructing the Birmingham Northern Relief Road , considering issues for the landscape broader than the road corridor such as off site planting, alternative uses and land management for severed land - dealing directly and indirectly with the landowners.

Successful ventures and as a way of working.

6. Sources of informationMostly government information.

7. Objective measures of the success of each activity or group of activities The Landscape Guidelines set out priorities for the different landscape types - these are used as a broad measure.The Habitat Biodiversity Audit identifies the state of the land cover and species mix in Warks and this can both be referred back to the data collected for the Landscape Guidelines in the 80s and forward to the

programme of re-sampling in the future to identify change. These will provide a method for measuring effectiveness of any schemes such as the current Tree Scheme.

8. Subjective views on the success and cost-effectiveness of activities and communication media Comments from landownersViews of Parish CouncilsContinuing demand for Tree Scheme (despite the fact that landowners still pay most of costs)


Need to make local people understand what is important about their area in landscape terms;Need to make links with Parish plans;Would like to look at the topic of finding a common language for interpreting landscape in more detail. - a handbook for development control is being developed together with the District - selecting a commonality for the use of terms for a non-technical audience.

10. Changes in other organisations needed to make future activities more effective Need for more sharing of information - has improved but could be much better. Perhaps use of website

where all could put ideas, results of research, maybe mapping etc and access to this would then be free. Also opportunities for conferences and workshops.

Difficulty of knowing where to go for information and what different parts of Government are doing (Central and Local Government)

11. Other comments on how best to persuade farmers to change their practices.FMD has opened up issues for debate especially in terms of the future of the landscape. In 5 years we may see very different landscapes (these will not relate to administrative boundaries). Likely to see a major effect on small woods and hedgerows, larger farms but with small ‘niche’ producers amongst.

In order to deal with these changes likely to need a means of control e.g. for planting extensive woodland where this is inappropriate there is currently no mechanism of control.

Best way of persuading landowners where no statutory controls: depends on individual and how responsive to advice. Need to be supportive and persuasive - writing and offering help, providing presentations and often best to encourage an influential landowner to demonstrate and discuss with those less convinced - most effective to get farmers to talk to farmers. If there are influential landowners on the Parish Councils then these individuals can be helpful in putting messages across to others.

Pilot projects are useful using keen landowners who have broad interests and large varied holdings to demonstrate to others. Opportunity now that, after FMD, people are likely to be more open to options - need for landowners to think laterally and look at opportunities for sustainability at the local level and the farm level - identifying potential of land, types of land, inter-relationships between activities/habitats/ neighbouring land/needs of producers and communities - sustainability.

Use of TV & radio can be effective - the Archers, TV Soaps etc. for delivering messages.

Wildlife TrustsThe Kiln, Waterside, Mather Road, Newark NG24 1WT (01636 677711)

1. Strategic objectivesProtecting wildlife for the future through: Nature reserves – some 200,000 acres owned and/or managed by WT Policy lobbying work – to change government policyMore involved on farms with specific issues - species, habitats, than with whole farm

Policing role? NoLocal, regional or national objective? All



Arable Y Y Y YHorticultureMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplands Y Y Y YConsultantsTrade companiesStudents


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YY Y

Archaeology/historyLandscapeWhole farm YInitiating interest YOther (specify)Targeting Integrated Farm ManagementIFM Y**own farms



Quarterly journal to 350,000 members, which include farmers. Occasional leaflets on farming/conservation issues, mainly produced on county basis.

Telephone Limited LimitedOne to one Limited Limited, but more active in some counties

e.g. Devon WT has 3 advisers. In others, advice is targeted to County Wildlife Sites (or equivalent) or linked to specific projects e.g. Water Vole Recovery in E Yorks; water issues in Wilts.

Press National press releases on conservation issues for general public and directed at farmers. Also very active at County level, especially promoting grant scheme opportunities for farmers.


Try to show best practice on farms & land owned and/or managed by the WT.Exhibit at most county shows, also Birdfair. This year Garden Shows were attended with DEFRA promoting CSS to public.


Limited, but organised on a local, regional and national basis, particularly for WT staff & volunteers.


Through local and national magazines

emailWebsite National WTs site, plus links to separate

sites for county groups. Info. relevant to agriculture depends on local initiatives.

CD, video, etcTV or radio Yes where appropriate - Countryfile,

Today.Other (specify)

4. Preferred communication mediaPaper - leaflets etc are good starting point to generate interest especially with farmers and press. ‘Drip, drip’ effect needed to get message across. Events/workshops useful to raise awareness.

5. Co-operation/joint ventures with other organisationsWork closely with FWAG, with WT providing more detailed ecological advice and FWAG the broader farm advice - recognises credibility of FWAG with farmers.Also work with CLA, and with NFU, e.g. on grazing issues.Also NGOs e.g. RSPB, National Trust.

6. Sources of informationIn-house – from own policy and specialist staff.

7. Objective measures of the success of each activity or group of activities Monitoring of targets on management of own reserves e.g. organic management.

8. Subjective views on the success and cost-effectiveness of activities and communication media Usually good telephone response to press publicity on CSS.Farmer panels e.g. in Dorset, useful but difficult to judge cost-effectiveness.Targeting ‘life-style’ farmers often effective in achieving e.g. BAP targets, as they often have both money and inclination.


Much the same as now but adapting to external changes e.g. new schemes.Promoting important areas of opportunity for agriculture and biodiversity.

10. Changes in other organisations needed to make future activities more effectiveLobbying together to change CAP and other policies to benefit the environment.Would like farming organisations to be more supportive of work done by WT to benefit agriculture.

11. Other comments on how best to persuade farmers to change their practices.Need to pay farmers for changing practices - simple encouragement no longer enough. Also need financial reward to those that still maintain existing habitats of value.Market place does not provide sufficient financial incentive - direct reward is needed.

Other European countries

Centre for Agriculture and Environment (CLM)PO Box 10015, 3505 AA Utrecht, Netherlands, (+31 302441301)

1. Strategic objectivesThe Centre for Agriculture and Environment (CLM) is a Netherlands based non-profit making organisation, which works to promote sustainable agriculture with an extended function. Focus areas of CLM include environmental certification, stimulating environmental policy, agriculture nature management, CAP and the environment and environmental performance indicators. CLM’s main work is in research, the communication of the results of research is done by the Dutch advisory services (DLV). DLV were formerly the governmental Agricultural Extension Service, privatised in 1993, aim to optimise production, technically and economically, in an environmentally sustainable manner.






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4. Preferred communication mediaAll EP and CM areas are covered but advice given by consultants of DLV. DLV advisors operate in all major agricultural sectors: dairy, beef, pigs, poultry, arable farming, open air vegetables, greenhouse vegetables, green house flowers, flower bulbs, tree nurseries, fruit, and mushrooms. The percentage of Dutch farmers that makes use of DLV services varies from 40 to over 70% of the total number in a particular sector.

CLM are very concerned to promote the spread of good ideas. Crop/livestock based discussion groups work well and may be organised by advisers or farmers.

The top down approach of research>adviser>farmer is no longer popular, more horizontal with on farm research and advisers co-operating with farmers. Formal ‘ivory tower’ research no longer relevant. Advisers tend to be fed by farmers now rather than research. Some of DLV regional offices have research stations and these still have something to offer - the farmers take up the ideas and develop themselves.

5. Co-operation/joint ventures with other organisationsFarmers and growers work closely with conservationists and environmentalists, both on the CLM board and in various projects. This unique form of Cupertino leads to innovative solutions to environmental problems - solutions no one group could come up with on their own. CLM takes a practical approach and builds bridges between the various interest groups. It is always in search of total solutions to environmental problems; solving one problem should not lead to an increase of another environmental problem (such as energy consumption). Independence is of great importance in this respect. No one 'owns' CLM, so it can always adopt an independent stance. For its financing, CLM relies almost entirely on project funding, and to guarantee its independence CLM strives for the broadest possible range of sponsors.

CLM has been extending its focus increasingly to other countries. It works in close partnerships with universities, research institutes and non-governmental organisations in the Netherlands, other European countries and the United States.

6. Sources of informationIn house research done in conjunction with farmers and consultants.


8. Subjective views on the success and cost-effectiveness of activities and communication media CLM were involved in the development of the MINAS system (a nutrient balance accounting scheme). This was at first voluntary, and this pre-cursor had very good uptake (about 20,000 farmers in 1995). There were improvements in ‘surpluses’ in the arable sector (mainly P) and in dairying (up to 25% N and up to 60% P) but little with pigs and poultry. MINAS is now compulsory (part of the Dutch implementation of the Nitrate Directive) and farmers attitude to the system (and those who developed it) has deteriorated now it is compulsory.



11. Other comments on how best to persuade farmers to change their practices.The basic DLV approach to farm advice is that of "production guidance": advisors work on the basis of contracts that stipulate regular visits during the production cycle. Thus, the producer is "guided" in all aspects of production, so as to achieve optimal results. Although specific advice on an ad hoc basis is also given, practice has shown that the best results are obtained when farmer and advisor work closely together on a regular basis during all phases of production. Also of increasing importance are chain management and quality control throughout the production chain, from the farm to the consumer.

DLV structure of regional and sector basis perceived as giving good communication with, and getting trust from, farmers.

Danish Agricultural Advisory Centre (DAAC)Udkaersvej 15, 8200 Aarhus N, Denmark (0045 8740 5000)

1. Strategic objectivesProvide service to the local agricultural advisers. Improve the profit for the farmer without damaging the environment. By projects and trials to improve cultivation practices (for profit) and minimise the impact on the environment. Inform of “Good Agricultural Practice”. To inform of possibilities for farmers to get subsidies for specials cultivation practise to minimise impact on environment.

Policing role? Yes (?), by “expert” information to the board of the agricultural organisation to give them arguments in negotiations with the government and environmental organisations.Local, regional or national objective? National



Arable Y Y Y YHorticulture Y Y Y YMixed farming Y Y Y YLivestock – lowland Y Y Y YHills and uplandsConsultants Y Y Y YTrade companiesStudents


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30; every week we give information to the local advisory service. They will send some information further on to the farmers.

We have 1-2 fulltime employees for making information to local advisers.

Telephone About a couple every day About a couple every dayOne to onePressDemonstrations or events

20 different demonstration for local advisers and farmers. The local advisers can have many local demonstrations.


Environmental questions are normally important items on all meeting for local advisers.


Yes, we have a group at about 20 local advisers who work with environmentally beneficial farming

email All information for the local advisers is provided by email or Website. It means probably 20 pages per week of different information.

Website All information for the local advisers is provided by email or Website. It means probably 20 pages per week of different information.

CD, video, etc We do not use this information muchTV or radio We don not use this information muchOther (specify)

4. Preferred communication mediaAll the information from The Advisory Center is on IT. In some cases we produce hard copies for the farmers.

5. Co-operation/joint ventures with other organisations2 or 3 of the adviser for land use and management are working on some investigations projects together with other organisations etc. The Danish Institute of Agricultural Sciences, and other organisations like them. This work is succesfull and very interesting.

6. Sources of informationThe information we give to the local advisers are both: information about new rules for the farmers from the government information about how to improve cultivation practice and so on. This information comes from the

research/consultancy community and from local demonstration projects, which are co-ordinated by the Danish Agricultural Advise Centre.


8. Subjective views on the success and cost-effectiveness of activities and communication media The web side is a very effective media to get the information out to the local adviser and the farmers.9. Future plansTargeting environment protection Targeting conservation managementUnder the program for environmentally beneficial farming there is a new opportunity to make “green accounts’ for the farms. Here it is possible to get information about inputs and outputs for the farm etc. pesticide use, nitrogen and so on.

(Information on the Green Account system is

We are working on a project were we look at the nature elements on the farms and give the farmers advise about how to protect the nature on the farm.

available in the EU report on Input/Output Accounting systems. A key comment is that the system was very successful in increasing awareness among farmers and that farmers liked the associated workshops, one-to-one advice sessions etc. that went with it. However after a few years they got bored with it and wanted to do something new.)



Dept. Agriculture and Rural Development Northern Ireland (DARDNI)Dundonald House, Upper Newtownards Road, Belfast BT4 3SB (Tel 028 90524999)

1. Strategic objectivesGovernment responsibilities - EP and CM are part of overall objectives. These issues are mainly dealt with by the Countryside Management Division who encourage farmers to manage in environmentally friendly way and give advice and information e.g. about grants to maintain hedges.





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4. Preferred communication media There is an office situated in each town so farmers have easy day to day access to information and advice

- face to face. Weekly agricultural publication goes out to 400,000 people on a Saturday as a free insert in a tabloid

called the ‘Newsletter’. This is a widely read agricultural publication because it contains all the weekly market prices and has adverts for machinery, land etc. (an agricultural ‘exchange and mart’). Farmers perceive the inserted Farming Life Supplement as produced by a journalist but actually written by DARD - its about 5-6 pages long and is used to promote whatever is required as well as provide information.

Daily farming programmes on BBC, very effective. Outreach measures - association with 4 agricultural colleges and 2 of these have direct links with farms.

Agricultural students are very important. Try to involve farmers in consultation process - for example a vision group including all facets of the

industry, including farmers debated the impact of CAP reform. Balmoral Show used as flagship for all issues. Internet and web pages used to establish contact and spread information, active press office. Mailshots not seen as successful.

5. Co-operation/joint ventures with other organisations Close links with farming unions - this is very successful. DARD are seen as a-political in NI, and

regarded as being impartial. Links with colleges are also important (see section about the newspaper above).

6. Sources of informationGovernment - Research, legislation, etc.

7. Objective measures of the success of each activity or group of activities Yes, the press office monitors everything that goes through them in terms of impact, and if disregarded analyses why this occurred. With all the local offices and the help line it is easy to count no. of enquiries following a campaign. They also monitor the press and make enquiries there if issues (e.g. ministerial photocall) don’t receive the expected publicity.

1st year students at agricultural colleges are surveyed to see where/how they found out about their course/college. This enables them to see how the advertising of agricultural colleges is working.

(More information might be available).

8. Subjective views on the success and cost-effectiveness of activities and communication media Farmers will read anything, which they think, will make them money. The newspaper insert is regarded as very successful means of catching attention. Environment measures with subsidies are generally successful.

9. Future plansTargeting environment protection Targeting conservation managementAs requested on commercial basis.


11. Other comments on how best to persuade farmers to change their practices. For a government department, it is important to have 1 minister, 1 party line and 1 message. The UK

government is perceived as having different messages from different people within the same organisation.

Perceived impartiality is important for DARD.

Scottish Environment Protection Agency (SEPA) 1. Strategic objectivesThe Scottish Environment Protection Agency (SEPA) is the public body responsible for environmental protection in Scotland. It was established under the Environment Act 1995 and became fully operational from 1 April 1996. It’s main aim is: " to provide an efficient and integrated environmental protection system for Scotland which will both improve the environment and contribute to the Government's goal of sustainable development”. Provision of clear and readily accessible advice and information on its work (EP) is important objective






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current reports (20+) and leaflets (6+)

Telephone Emergency hotline for incidentsOne to onePress Regular press releases (10-12 per month),

often about failure to comply with regulations

Demonstrations or eventsConferences or seminars

Bi-annual Conference organised jointly with SAC

Members or focus groupsemailWebsite very comprehensiveCD, video, etcTV or radioOther (specify) Education - schools projects encouraged

4. Preferred communication mediaTrying to establish clear and effective procedures for serving its customers, including the development of single points of contact with the Agency.

5. Co-operation/joint ventures with other organisationsAim to work closely with the public, including Local Authorities, other representatives of local communities and regulated organisations.




9. Future plansTargeting environment protection Targeting conservation management Develop an integrated approach to environment

protection and enhancement, taking into consideration the impact of all activities and natural resources.

Deliver environmental goals without imposing disproportionate costs on industry or society as a whole.



Scottish National Heritage (SNH)

1. Strategic objectivesSNH’s main objective is to care for the national heritage of Scotland, EP and CM are integral parts of this philosophy. SNH’s stated aims are:- to protect Scotland's natural heritage, particularly its natural, genetic and scenic diversity; to foster ? of the natural heritage; to ?? of, and responsible public access to, the natural heritage in ways which do not damage it; to ?? for the benefit of the environment; to promote improvement of the natural heritage in and around ??, where most of Scotland's people live; and to encourage ?? in all forms of economic activity.

Policing role? SNH is the first UK government organisation to have a formal statutory responsibility for sustainability.






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4. Preferred communication mediaRecognise that to meet objectives of protecting natural beauty and wildlife of Scotland as well as promoting enjoyment of it, need to get increased understanding and appreciation of its value. Awareness and involvement are important and provision of information for education and training is key to this. Information is made available for all stages from pre-school up to colleges and universities as well as to practitioners and professionals in countryside management.

5. Co-operation/joint ventures with other organisationsWork with government, local authorities and other public sector organisations. Also private sector (companies, organisations and individuals) usually in joint projects. Examples of joint projects: Strahord Estate - Estate owners Eagle Star have worked with SNH to set up the estate as example of best

practice in stewardship of the land. Demonstrates conservation in practice e.g. tree planting, hedgerows and footpaths

Cairngorms partnership - implements carefully thought out (via meetings and discussions) management strategy for the Cairngorms. SNH works with local authorities, government, enterprise companies, voluntary organisations, landowners, local communities and businesses






11. Other comments on how best to persuade farmers to change their practices.Recent attempt to encourage changes is illustrated by the TIBRE (Targeted Inputs for Better Rural Environment) project. This is a voluntary system developed by SNH, which can be used by arable, beef/veal, dairy, pig and poultry sectors as well as organic farmers. It has been in use in Scotland since 1994. Farmers are given a written/verbal specific interpretation based on official limits/targets. Farmers are encouraged to use the latest technologies to reduce inputs. The nutrient (NPK) and pesticide use is transformed into an environmental loading. Wastes (e.g. packaging) are also covered. There is no information about its effectiveness.

Swedish Seal of QualitySwedish Farmers Supply and Crop Marketing Association, Box 30 192, S-104 25 Stockholm

1. Strategic objectivesSwedish Seal is a concept for environmental and quality assured crop production. Aim is to promote IFM practice with a view to reducing environmental effects of crop production. Swedish Seal supports biological diversity and one of goals is to see an increase in areas of land which supports the grey partridge. The presence of the grey partridge is indicative that the particular area is environmentally sound, this is why Swedish Seal uses the grey partridge as its symbol. Most important objective is to communicate to the market, EP next and CM to some extent.

Policing role? Yes, in communication with the Federation of Swedish FarmersLocal, regional or national objective? National objective on a regional base



Arable Y YHorticultureMixed farmingLivestock – lowland Hills and uplandsConsultantsTrade companies Y YStudents


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erTargeting environment protectionWater – nutrients Y Y Y Y Y Y Y Y Y YWater – other Soil – chemicalSoil – physicalAir – nutrients Y Y Y Y Y Y Y Y Y YAir - odourWhole farm planningOther (specify) Y Y Y Y Y Y Y Y Y YTargeting conservation managementHabitats Y Y Y Y Y Y Y Y Y YSpecies Y Y Y Y Y Y Y Y Y YArchaeology/historyLandscapeWhole farm Initiating interest Y Y Y Y Y Y Y Y Y YOther (inventory) Y Y Y Y Y Y Y Y Y YTargeting Integrated Farm ManagementIFM Y Y Y Y Y Y Y Y Y Y



5-10/year incl. fact sheets and news letters

TelephoneOne to onePress 2/yearDemonstrations or events

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10-20/year

emailWebsite UnknownCD, video, etc 2/yearTV or radioOther (specify) 1/year

5000 copies

4. Preferred communication mediaPreferred communication media: press/ news both agricultural and ordinary news.We have no records of the most cost-effective communication methods.We use different communication media to different target groups.Our target groups are mainly different trade companies, farmers and the consumer.

Our different methods are stated below. Trade companies/ agricultural industry: newsletter, one to one and different events. Farmers: Agricultural press, key indicator information, our website but mostly internal information

through our own salesmen. Consumer: Events, field signs (or advertising signs in the field) and as information on product packages.

Pros ConsPress/ Media Reaches a large public Not easy to direct/ or controlAdvertisement Reaches a large public Expensive

5. Co-operation/joint ventures with other organisationsFederation of Swedish Farmers- close collaboration concerning all issuesAssociation of Cereals Growers – the demands of producersOdling i Balans (the Swedish correspondence to LEAF) – concerning key indicatorsNational Board of Agriculture – key indicatorsNational Chemicals InspectorateSwedish University of Agricultural Sciences

6. Sources of informationThe farms´ key indicators, results and cultivation information.In-house informationAudit results

7. Objective measures of the success of each activity or group of activities The number of Swedish Seal farmers (year 2001: 720 farmers, 110 000 ha) has increased. About 25 % of the cereals sold to the food industry consist of cereals from Swedish Seal farms.Our customers/ trade companies have increased.8. Subjective views on the success and cost-effectiveness of activities and communication media Our website Leaflets and publications as well as our rulebook. Our video (expensive, not cost-effective)

Our subjective view on success is that there is a larger interest from different organisations.

9. Future plansTargeting environment protection/ Targeting conservation management A large engagement towards the customer and our clients using different events and meetings. Try to use more press and media. Through collaboration with Federation of Swedish Farmers try to reach a larger number of consumers. More written information to our farmers and clients.

1. Development of Integrated Farm Management in general and deeper understanding of processes.2. Development of “Green List” of low risk pesticides.3. Development of more efficient use of plant nutrition.4. Develop more guided rules (by use of different goals) connected to the Swedish Environmental Quality

Objectives.

10. Changes in other organisations needed to make future activities more effective To have their support To make them understand how useful information/ data we have and then use it. Contribute to a more open dialog on environmental and quality issues, which is based on facts and

science.

11. Other comments on how best to persuade farmers to change their practices. Extra payment for their (farmers) products. Financial support for environmental practices. To use feedback for improvement of farming practices. To increase the status of farming and their self-esteem.

Documents

ADAS - Defra, UKrandd.defra.gov.uk/Document.aspx?Document=KT0107_… · Web viewAlso in past got involved in Yorkshire Water initiative on ... most effective way of publicising