Book excerpt: Agriculture is confronted with changing societal expectations and demands regarding its role in food production and in the countryside. Complying with these expectations and demands will require a comprehensive, far-reaching and therefore far from easy and long-lasting transition of agriculture. This books seeks to explore the seeds of this transition by describing and analysing the production of promosing novelties in relation to to the dominant regime. On a theoretical level this books aims at the integration of hitherto largely disconneted disciplines and bodies of literature.