This article considers the European agricultural battlefield where farmers face the problem of new challenges to the environment and food safety which only add to the problems of productivity or competitiveness. Logical agriculture (or integrated farming) seeks to reconcile economic competitiveness, product quality and safety in the food chain with respect for the environment by using products to preserve the potential for development for future generations and by establishing quality assurance and certification systems to ensure sustainable development. In order to save the rural aspect of agriculture while simultaneously contributing towards sustainable development, the article suggests complementary routes which would smooth the transition from agriculture to ecoculture thereby keeping and reinforcing the trust of the citizen‐consumer.
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