High quality advice, which is appropriate to the individual farm and takes into account the specific local conditions, is essential if farmers are to be productive and deliver environmental benefits. We acknowledge Defra’s intention that the Sustainable Farming Incentive should not require expert advice, but this should not mean that opportunities are missed to help farmers go further through effective facilitation. In particular, peer-to-peer learning should form an important element of the agricultural transition. Seeing others turn to more sustainable practices, and succeed, will play a valuable role in giving many farmers the confidence to engage with ELM. Defra should fund and facilitate knowledge exchange and peer-to-peer learning among farmers to drive scheme uptake and effective delivery of public goods. Defra should also ensure that farmers and land managers have access to effective local facilitators, who can help them improve their delivery.