A posting by business reporter Caroline Stocks:
It's hard not to feel enthusiastic about Devon dairy farmer Winston Reed is doing.
By realising the potential of the public's changing attitudes, he is developing his passion, adding value to his business and, with a bit of luck, saving the planet.
For those of you who haven't read about Winston this week's Farmers Weekly, he has set up Greener for Life, a company which hopes to add value to farm produce while at the same time providing funding for conservation projects.
Environment-conscious Winston is in talks with major supermarkets to allow him to put Greener for Life logo on a range of produce.
That produce will be sold at a premium, with Greener for Life accredited farmers receiving a portion, and the remaining cash going into a Green Fund which will award farmers grants to set up conservation schemes.
But the chance for farmers to make more money doesn't stop there.