... in the Archers. Now that Pip has taken up the cudgels, swathes of middle England will start putting in low-energy light bulbs, recycling their waste and stop flying to....well I was going to say Benidorm, but I don't think middle England goes there anymore.
But seriously, this programme sets the agenda for life in the UK now. Not the Government - the Archers.
Why do I say that?
Because David Archer promoted killing badgers because of TB long before it was fashionable - maybe he made it fashionable.
Because... oh there's too much to mention.
But now, Pip is seriously worried and good old David has given farmers the lead they need
" We have fields down to clover, which reduces the fertilisers we need to import and put down ( Tick) We keep the cattle out on the fields longer so that's less manufactured feed ( Tick)... " Anyway, farmers all over the country will be rushing off to plant hedgerows and clover and goodness knows all what, because ITS THE RIGHT THING TO DO - David Archer says so.
And it'll please Pip.