Farming delivers food for world markets, and wider benefits that people can enjoy in the British countryside. What price are people prepared to pay for those wider benefits? That was the question addressed by Countryside Agency chief executive Richa...
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What Value The Countryside ? - 2May 2000

Farming delivers food for world markets, and wider benefits that people can enjoy in the British countryside. What price are people prepared to pay for those wider benefits? That was the question addressed by Countryside Agency chief executive Richard Wakeford. at the 'Back to the Future' Millennium Conference at the Royal Agricultural College, Cirencester, (28 April)

Mr Wakeford said: "Since the Second World War government policies designed to increase the production of food have led to the loss of many valued countryside benefits, such as:

landscapes rich in local character and distinctiveness 
wildlife habitats and species 
a rich resource of historic and archaeological features from which we can learn about the long-standing relationship between people and the land 
the ability to hand on basic resources of soil, water and air which they can exploit sustainably, at least as much as we can 
opportunities for informal recreation, with associated health benefits 
agriculture's contribution to vibrant rural communities 

"Yet recent surveys show that there is strong public demand for these public benefits. The 1999 British Social Attitudes survey revealed that 

69% of people questioned felt that "modern methods of farming have caused damage to the countryside"; 
56% agreed that "Government should withhold some subsidies from farmers and use them to protect the countryside, even if this leads to higher prices"; 
66% disagreed that "if farmers have to choose between producing more food and looking after the countryside, they should produce more food". 
"The British public consider the countryside to be a national public asset. But it is not maintained for free. How are people to pay for these public benefits that farmers provide? 

"First, people can buy the products that British farmers can offer. The Prime Minister has charged the Countryside Agency to help British consumers understand that their purchasing decisions do have an impact on the countryside they value. And that farmers and producers demonstrate how their products will help to sustain an attractive countryside.


"We also need a new understanding between land managers and society concerning the production of and payment for public goods. This will only be possible when both farmers and the public accept that they both have an important role to play in supporting a diverse and attractive countryside." 

The public themselves demonstrate how they value farmed landscapes. This can be seen through:

the tourism industry 
1,427 million day visits to the countryside in 1998 worth £9 billion. 
12.6 million holiday trips to the South West are motivated by the landscape, worth £2,354 million. 
In 1998, 38 Million people visited the Costswolds Area of Outstanding Natural Beauty. worth £100 million the reason for their visits were the natural environment, stone buildings and picturesque villages. 
Membership of countryside bodies 
The organisations under the umbrella of Wildlife and Countryside Link (the CPRE, RSPB, etc) are supported by many millions of people. by around £60 million per year; 
People give up their time to enhance the countryside. 3,750 people spent in the region of £168,750 just taking part in National Trust working holidays last year. 
The value of the labour contributed by volunteers with BTCV or affiliated groups (707,910 days) is in the region of £7 million. 
Each issue of the BBC Wildlife Magazine is read by 60,135 people. Assuming half pay the full cover price and half are subscribers, almost £2 million is spent on a single countryside magazine each year. 
Value for money surveys of environmental farming schemes, such as Countryside Stewardship and Environmentally Sensitive Areas 
"Now, with world trade talks rolling again and a Common Agricultural Policy that can be sustained for relatively few years, it is time to look for a more rational formula for refining and pricing the public benefits that farmers provide so that they can be rewarded fairly."