Agricultural production systems that provide environmental public goods, such as High Nature Value (HNV) farming, are in decline in most EU Member States. The principal drivers of this decline are various socio-economic forces that originate from both within the agricultural sector and the wider rural economy. These pressures are likely to intensify and it is generally acknowledged that wider society should offer some support to these farming systems in recognition i) of the environmental services they are providing and ii) the fact that they are not currently rewarded by the market.