Designed to recognise and reward farmers for environmental stewardship.

Consumers understanding they are part of the problem but can be part of the solution.

Creating new value not just shifting existing value.

The premium for farmers needs to be greater than the cost of achieving on-farm changes over the mid to long term.

Needs to target export markets.

Value chain will require loyalty between farmers, consumers, and those who assist in getting products to consumers.

Value chain should support provenance and people knowing where ‘good’ food comes from and the people and practices used to produce it.