Good Farming, Different Ways

CLEAR NARRATIVE AND VISUAL STRUCTURE FOR UNDERSTANDING GOOD FARMING IN PRACTICE

Commissioned by the College van Rijksadviseurs (CRa), this project focuses on farmers who are already putting responsible, landscape-oriented practices into action within a system dominated by large-scale intensive agriculture. The aim was to give visibility to approaches that contribute to biodiversity, soil health and the long-term quality of the Dutch landscape.

Lopezlab developed the narrative and visual strategy of the series. We organised a broad set of interviews, field notes, photography and educational material into a clear editorial structure, identifying the key principles behind each farm and the patterns that link very different practices. Our work included defining the highlights, designing the infographics and creating the formats for both the publication and the accompanying online educational content.

The initiative originated during the tenure of Rijksadviseur Berno Strootman, whose advisory work emphasised the relationship between agriculture and landscape. Our contribution focused on providing the clarity, structure and visual synthesis needed to make these practices understandable and comparable for policymakers, educators, other farmers and a wider public.