Much research has been carried out on governmental support of agri environmental measures (AEM).
However, little is known about demands on and incentives from the commercial market for environmental
contributions of the farmers. The factors farm structures, level of remuneration and legal
framework have been thoroughly investigated. However, demands of the food industry for environmentally
friendly goods1 and their effects on farmers’ decisions have not yet been analyzed. Leading
companies in the food industry have observed an increasing consumer awareness and, due to higher
competition, see an additional need to communicate environmental benefits which result from either
organic production methods or agri-environmental measures.