Henry Cator's family has been a major landowner in the Broads for years. He was born and bred in the Broads and has very clear ideas about how things should be moved forward in the Broads - through diversification and innovation.

"We cannot divorce food and agriculture from the rural economy. It's about the whole of the community - the hotels and pubs too - we need a diverse economy. Agri-environment schemes are a way forward, but not an end in themselves, we need to make the rural economy viable, not based on grants."

Change is essential. "Change is the protector of continuity. Partnerships are an essential ingredient in all of this with everyone playing to their strengths."

He sees a great opportunity for farmers to work hand in hand with the tourist industry in the Broads and believes in creating a strong regional food identity, pointing to Barry Brooks efforts to sell his cattle reared in an environmentally sensitive way to local supermarket chain, Roys of Wroxham as 'Norfolk Beef'.

"We've got a great opportunity here to develop agri-tourism!"

Barry Brooks of Halvergate