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As one of the world''s largest producers of agrochemicals, Rhone-Poulenc has a keen interest in the organic, conventional sustainable farming debate. This case describes how the company has taken the initiative by undertaking a 10 year management and environmental study of the issues involved - the first such project of its kind in the UK. All the elements of the study are being independently monitored by external organisations to ensure their veracity. The company is committed to discovering the facts about the issues involved and will make these available to all the key audiences who have an interest; scientists, farmers, politians, food retailers and the general public. The case illustrates the key components of an issues management programme in a public relations context. It shows how issues management is a dynamic activity and how long-term programmes have to take account of the concerns of the public as they develop and change. It demonstrates how a company can use public relations to evidence market leadership and ethical business practice.