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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 />
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