He called for rural diversification to contribute to "the character and tranquillity of the countryside".

BBC: NEWS | UK | Diversity 'threat to countryside'

The latter includes everything from encouraging preservation of erosion-vulnerable land to promoting rural economic diversification (think tourism) to more humane treatment of farm animals.

FORBES: Guess Who's Getting Saner About Farmers; Hint: Begins with "European," Ends with "Union"