A major solution to the problem of eutrophication lies in addressing land-based measures with the promotion of more sustainable farming and land management practices. Many farmers are committed to caring for the environment and making active choices to use greener agricultural methods The ‘Baltic Sea Farmer of the Year Award’ is a competition intended to inspire farmers in the entire Baltic Sea region to take an active part in combating eutrophication. It was launched in 2009 by WWF in cooperation with farmers’ organisations from around the Baltic Sea. The purpose of the Award is to highlight best practices in “Baltic-friendly” farming and to recognise and promote farmers who are leading in innovative measures to reduce run-off from their farms.