Are you happy: Carl Bendelow, rural tourism adviser

Ask any farmer, "How many hours do you work a week?" and they'll give you a blank look. "I'm always here," they'd say. Farming is a way of life. My main focus is on farmers who diversify into tourism. They come to me convinced they're the only ones who have ever had this great idea. I'm there to encourage them towards maize mazes, activity centres, things like that. One dairy farmer was a bit of a sculptor. Now he has a sculpture park and tea room on his land. He makes his happiness out of it. Here was a man suddenly released to do art. I was the one who suggested adding the tea room as well.

Personally, I get a lot of happiness being out in the countryside. I can see the hills and the rough pastures that at one time were actively farmed. It's not just scenery, it comes with a deep appreciation. I help farmers make this interpretation. Visitors come to farms and want to understand how the farmer knows and manages the land. People are fascinated by sense of place. It's all about extracting the understanding of what's unique about a place, interpreting it and passing it on to visitors. If the farmer can learn to convey his deep knowledge, that's happiness.

Part of an individual's search for happiness is that he has to have regard for other people's. Happiness is possible, but we've got to be willing to adapt and make changes to try to achieve it. We can do it as a group, a community - but not as individuals.

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