This section discusses the main problems, and potential solutions, regarding the specification of agriculture-related NCOs for economic valuation, which could be useful in broader policy and decision-making contexts. It starts by outlining themain drawbacks of the standardNCOspecification and the suggestions in the literature that might overcome them. There follows a proposal of an integrative valuation framework addressing a clear definition of ‘‘what arewevaluing’’: ‘‘we’’, being the researchers, the public and the end-users.