Producer marketing of extensive livestock is undergoing rapid change as the political economy adjusts to new global orders and social and commercial pressures condition the nature of the market. British producers are responding to the challenges and opportunities of the market place through a business and marketing approach which embraces farm assurance, collaborative marketing, partnership in the food chain and professional business management. The National Farmers' Union is at the centre of developments in these important areas. This strategy provides the best basis for the maintenance of a viable rural economy.