"Now that the campaign has been given the go ahead it is absolutely vital that we work together to make it succeed. The challenge I'm laying down is to invite the grain trade to consider what it can contribute to make the campaign a success. Anyone who thinks this is an easy ride should forget it. The industry has agreed challenging targets that it must meet and there are no places for free-riders. We've had an enthusiastic response from farmers, environmental groups, farm advisers and agronomists. There are already examples of commercial contracts rewarding environmental effort currently in oats, but there is no reason why something similar could not be expanded to wheat-based cereal products. In barley there are already several major brewers currently linking the countryside to their main bitter and lager brands. We believe the time is right to push the Campaign for the Farmed Environment from a commercial direction." NFU Economic and International Affairs Head Tom Hind.

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