1. Agriculture and public goods -- 2. The role of collective action -- 3. Collective agri-environmental strategies -- 4. The project ?Custody of the Territory? in Media Valle del Serchio )Tuscany( -- 5. The agri-environmental agreement in Valdaso )Marche( -- 6. Collective action for public goods: institutional and policy innovation -- Conclusions -- Appendix: methodology -- Epistemological approach -- Participatory methods: an overview -- Data collection and analysis: Rapid Rural Appraisal )RRA( -- Overview of the RRA methods -- Grounded theory and analysis of the qualitative data -- Strengths and limitations of the proposed methodology -- The Interviews