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Designed to recognise and reward farmers for environmental stewardship.
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Consumers understanding they are part of the problem but can be part of the solution.
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Creating new value not just shifting existing value.
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The premium for farmers needs to be greater than the cost of achieving on-farm changes over the mid to long term.
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Needs to target export markets.
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Value chain will require loyalty between farmers, consumers, and those who assist in getting products to consumers.
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Value chain should support provenance and people knowing where ‘good’ food comes from and the people and practices used to produce it.