“…It has been studied in connection with a variety of issues such as gender (see Brandth, 2002 for a review), professionalism (Gonzales and Benito, 2001), collective action participation (Klandermans et al, 2002), farmers' pride (Dessein and Nevens, 2007), farm diversification (Bryant, 1999;Carter, 2001;Sharpley and Vass, 2005;Vesala et al, 2007) and agri-environmental schemes (Burgess et al, 2000;Lockie, 2006). In these studies identity is seen as essential for understanding and explaining the nature of ongoing changes in the agricultural sector 1 Ilbery (1991) described a typology of farm diversification options as comprised of structural and agricultural diversification.…”