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practices but, hopefully, the changes seen <strong>as</strong> a result of NVZs will gain momentum<br />

under the Environment Sensitive Farming campaign (Carter, 2006).<br />

CONCLUSIONS<br />

Given the advertising endeavour put into making us change our buying habits by<br />

large multinationals it is not surprising that making changes in farming practices<br />

takes time and effort. M<strong>as</strong>s media and generic literature is relevant to awareness<br />

creation, but personal contact and demonstration are critical if persu<strong>as</strong>ion is to<br />

lead to action. The best advocates of agri-environmental schemes are participant<br />

farmers themselves. Surveys in England suggest that fertiliser and organic manure<br />

management are changing <strong>as</strong> marketing and legislative pressures encourage<br />

awareness of best practice. The current Environment Sensitive Farming campaign<br />

h<strong>as</strong> major role to play in taking this forward.<br />

ACKNOWLEDGEMENTS<br />

This paper h<strong>as</strong> drawn on the results from several projects, the work of other colleagues<br />

involved in these projects is acknowledged together with the funding received.<br />

REFERENCES<br />

Anon (2004). The Integrated Advice Pilot Project. Internal Defra Report.<br />

Angell B, Francis J, Chalmers A and Flint C (1997). Agriculture and the Rural Economy<br />

Information and Advice Needs. Internal MAFF Report.<br />

Carter A (2006). Environment Sensitive Farming – Practical advice for land managers.<br />

In: Proceedings of the SAC/SEPA Conference: Managing Rural Diffuse Pollution, 5-6<br />

April 2006, Edinburgh (this publication).<br />

Chambers B (2004). Nutrient management decision support systems: process<br />

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Cooper NK (1999). Street Level Bureaucrats and Agri-Environmental Schemes: The<br />

C<strong>as</strong>e of the FRCA Project Officer Implementing ESA Schemes in England and Wales.<br />

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86190 123 2<br />

Goodl<strong>as</strong>s G, Halberg N and Verschuur G (2003). Input output accounting systems<br />

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