Back in the spring and summer we were lobbying for set-aside to be replaced with a mandatory set of actions for farmers to implement to benefit wildlife. That didn't happen, instead Defra went for a voluntary option for farmers.
The NFU's and CLA's Campaign for the Farmed Environment, their response to that challenge from Defra, will be launched at the farm of NFU President Peter Kendall later today.
We wish the CFE every success - in fact we have been working hard with lots of others to make it a success.
A key target will be the doubling of the area of in-field options implemented under agri-environment measures. This includes options such as beetle banks, skylark patches and nectar-rich field margins. If implemented then such measures will do a great deal of good for farmland wildlife. We know skylark patches work very well on our own Hope Farm in Cambridgeshire.
But these possibilities have been open to farmers all along, so the question is - how will the CFE encourage more and more farmers to join in? Well, Peter Kendall will have to be using his persuasive talents to the full (it's a good job he is very persuasive), travelling to NFU groups around the country no doubt, to sell the messages to his membership. He will be backed up with advice from many other organisations and regional coordinators that have cost the taxpayer £1.5m (there - you didn't know that the voluntary approach meant that you had volunteered the money did you?). In fact, as a taxpayer and consumer you have many stakes in this - I hope you want wildlife to flourish in the farmed environment, you are paying farmers their Single Farm Payments, you are funding agri-environment schemes, you have now funded regional coordinators and you go out and buy British food (I hope).
But Peter must be a bit worried about whether he can pull this off. It was he and the CLA President, Sir Henry Aubrey-Fletcher, who persuaded Defra down the voluntary route - now the ball is in their court. If they don't manage to enthuse farmers and land owners then they know that government might impose stricter and more onerous measures which would apply to all farmers.
But let's look to the bright side - the farming industry have been given a chance to shine. A chance to deliver the goods without being forced. Many farmers are doing their bit already - will they be able to transmit their enthusiasm to those farmers who have stood outside the agri-environment schemes or who, so far, have implemented the schemes in a minimalist way? Let's hope so, because our countryside wildlife is a precious and threatened resource.