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Agriculture is changing rapidly. The greatest current challenge to the agricultural sector is for it to become sustainable in all three of the dimensions profit, people and planet. This is certainly the case in highly urbanized countries like the Netherlands, where agriculture is confronted with high land prices, rising consumer concerns for issues like animal welfare and negative environmental effects but also with new demands from the city for recreation, health care and local food products. These are some of the developments in our society that are forcing agriculture to change. The government, farmers, the agri-food industry and the retail sector struggle to meet this challenge and find new forms of governance. In the Netherlands, the government has called for a ‘transition towards sustainable agriculture’ and it is investing in this programme with its research and education policy. Similar trends have been observed in …