The EIP-AGRI Focus Group on High Nature Value (HNV) – Farming Profitability brought together 20 experts from 15 EU Member States and a diverse range of backgrounds. They explored the potential for making effective use of the EIP-AGRI to improve the long-term viability of High Nature Value (HNV) farming systems and thereby stop/reverse the decline in HNV farmland currently observed. The initial scope of the Focus Group was intended to be - how to improve the profitability of HNV farming without losing the HNV characteristics? However, the Focus Group members pointed out this was a rather narrow perspective and actually part of a bigger question of - how to improve the social and economic sustainability of HNV farming without losing the HNV characteristics? This report gives an overview of the group’s conclusions and recommendations.