Guiding Principles


Farmers protecting and enhancing nature for the public good.


To harness scale and member cooperation to secure the best environmental results and financial returns for a wide range of natural capital goods and services.

Desired outcomes to include:

  • Biodiversity and species recovery
  • Clean water in the River Avon
  • Net carbon zero farming by 2040

And alongside those key environmental outcomes to:

  • Provide a fair financial return for the farmers delivering environmental goods and services
  • Have baseline environmental data produced and owned by farmers
  • Be a highly credible brand and trusted trading partner with an excellent public image