Recent evaluations of agri-environmental schemes have questioned the effectiveness of using management prescriptions to achieve intended outcomes. This paper explores an alternative approach to the delivery of biodiversity objectives to French farmers. It presents an analysis of an innovative collaborative programme focusing on ecological results rather than management prescriptions. In particular, the argumentation to which this new focus has given rise within the community of nature managers

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... s examined. It reveals the re-shaping of the notion of grassland habitats which has been carried out by innovators and has allowed a reconciliation of biodiversity conservation goals with farmers' work and values. In this sense, the 'Flowering Meadows' programme combines the creation of a public good with the generation of a public for that good. The effectiveness and potential of the result-based approach are discussed, with emphasis given to the design of the outcome and possible future policy developments.