Just looked up your 'Gentle Farming' website. I see how you're trying to take payments for what is described as regenerative agriculture, but what I don't understand is how you measure the positive outcomes on farm and how you weight payments for these.
I get it that it's very early days for this approach and I guess this is a start down that path of payments for ecosystem services, but how are you describing values for payments and how is this all weighted to the supplier (farmer)? Difficult questions ..... but interesting to discuss?
how does Evian measure their water is “better “ than tap water ?
Farmers always struggle with the concept of marketing !