Results from a pilot application of Defra’s segmentation model applied to the Farm Business Survey for England are presented. Interviews with 750 FBS co-operators during 2010, using a discursive approach, classified co-operators into one of five segmentation groups: Custodians (14.0%);...

Although interest in ‘sustainable food’ has grown substantially in recent years, an official definition for sustainability has yet to be agreed upon. ‘Sustain: the alliance for better food and farming’ provide guidance to consumers wishing to make more sustainable food purchases, in the...