Inventing our future Collective action for a sustainable economy

Meeting the Environmental Challenge
In 2003 there were 50 farmers markets in the East
of England region, with Wymondham Farmers
Market winning one of the 2003 Eastern Daily
Press Food Awards. Stallholders are generally
fairly local, reducing the pollution involved in
transportation. A wide variety of foods are on
offer such as meat, fruit, bread, cheese, and
fudge, produced both organically and by conventional
production methods. The markets provide
an opportunity for customers and the food
producers to interact, where topics such as animal
welfare and land management are discussed. This
proves a powerful way of promoting sustainability
principles and healthy eating.
© Countryside Agency/David Burton
48 The Regional Environment Strategy for The East of England
• Awareness of the existence and value of the
historic environment in farmed areas should be
improved, as must management measures, for
example through agri-environment schemes,
to prevent unnecessary damage or loss.
• Environmental management standards should
be raised on farms, including the use of
pesticides and fertilisers, conservation of soils
and organic matter, and water supplies.
• Encouragement should be given to local
products, by supporting local markets,
and by exploring new crops of local value,
such as bio-energy crops, supported by
Government fiscal incentives.
• The role of trees and woodland in a
sustainable and diverse agricultural sector
should be recognised.
5.4 ENHANCING ENVIRONMENTAL
CAPITAL
Strategic Aims
SA10: Maintain and strengthen landscape and
townscape character.
SA11: Enhance biodiversity.
SA12: Conserve and enhance the historic
environment.
SA10: Maintain and Strengthen Landscape
and Townscape Character
Key Issues
The environmental character of the East of England
is reflected in its landscapes and townscapes.
Local distinctiveness in landscape and townscape
character is an important element in the quality
of life of residents and a vibrant economy.
Locations that are scenically beautiful, towns with
attractive historic centres, and places with a clean
environment, are more appealing to companies and
their employees, and have a beneficial impact on
business image. Many town centre enhancement
schemes are predicated on the principle that the
repair of physical fabric, including historic and key
landmark buildings, acts as a catalyst to business
confidence and regeneration. A high quality
environment, which helps to define the character
of the region, is therefore crucial both to nurturing
existing business and attracting inward investment.
Environmental character also underpins the
tourism sector, which is a major component of
the regional economy. In 1997, a total of 16.5
million visitor trips contributed £3.4 billion to the
regional economy. Visitors to the countryside are
clearly attracted by high environmental quality, for
instance, bird watching, walking and visits to nature
reserves. Historic cities, market towns and country
houses are popular attractions in the region.
Key issues include:
Meeting the Environmental Challenge
• The environmental character of the East
of England is under pressure from a range
of sources. Development and associated
infrastructure is impacting on the form
and distinctiveness of settlements and their
landscape setting. Standard building designs
are eroding local distinctiveness. Rising traffic
volumes are leading to a loss of tranquillity.
• In the countryside, demand for outdoor leisure
is leading to changes in land uses and increases
in associated facilities. Telecommunications
infrastructure and potentially wind turbines are
further changing the character of the region’s
landscapes. Agricultural intensification has led
to a loss of field features, such as hedgerows and
trees and historic interest.
• Local services, shops and pubs in many villages
have closed due to commercial demands and
increased competition, although many need to
accommodate some housing and employment
development to ensure their continuing vitality.
• The interface between town and country is often
marred by insensitive development, and by poorly
managed landholdings that are run-down in the
hope of securing permission for development.
• The continuing pressure for development on
greenfield land, including Green Belt, and also on
those towns and villages beyond the Green Belt,
can fundamentally affect the character of the
landscapes and settlements of the region, and
may also lead to unsustainable travel patterns.
The overall effect has been an increasing urban
influence, particularly in the south of the region,
and a loss of distinctive rural character and
landscapes. Whilst the environmental character
of the region will always be in an evolving state,
greater recognition is needed of the importance
of positive change, so that development and land
management strengthens the character of the East
of England, rather than dilutes it.
The Regional Environment Strategy for The East of England
49