environmental organisations (environment); or private agriculture
sector (business). Selecting advisors from all three types of
employer in each locality was fundamental as the farming landscape
varies greatly and with it advice. Interviews were carried
out with advisors in three regions of England (Fig. 1). These three
regions were selected to cover the four main national farming types
and reflectthe different physical and socio-economic factors which
influence agricultural activities. The farming systems were arable
in East Anglia; lowland livestock in the North West; and dairy and
mixed farms in the South West. Within each region, only advisors
who predominantly deliver advice to the relevant main farm type
were contacted.