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In the EU, some farmers depend farming for their livelihoods, while others use the land for other reasons, e.g., to embrace a new, more environmentally friendly lifestyle. But regardless of their approach to land use, farmers' choices are affected by the various actors of the sector and by society as farmers are an inseparable part of both. Such effects are in some cases perceptible and in some not so, but they are part of the mechanism that composes farmers' cognitive selves and that defines to an extent the orientation of their values. This exogenous and endogenous influence that is followed by the co-construction of one's cognitive self can be seen also in the values expressed by farmers on subjects other than the narrow choice of how and what to farm. Their own definition of what constitutes a good farmer and their view of themselves regarding nature and their relationship with it are a direct result of this. This paper examines and contrasts farmers' values elicited through qualitative interviews in Sweden and Greece. The values expressed were mapped and analysed to identify and discuss a range of related concepts such as ideas of the good farmers and what inhibits or motivates them, their unique relationship with nature that is reflected in their practice as 'businesspeople' or 'stewards'. The values revealed by the analysis, in combination with the different contexts in which the interviewees were situated, reflected their practice and allow insights into the sector and its people.