Strategies that motivate agrifood producers to adopt more sustainable practices are a critical component for a sustainable future. This case study examines farmer attitudes to a recently released New Zealand agricultural policy aimed at improving freshwater quality by restricting agricultural activities. Our study interprets interviews of nine individuals managing a range of dairy and sheep farming operations to explore how these farmers manage societal expectations of being a ‘good farmer’ in the context of the new regulations. Four themes were developed (...) to capture perceptions of participants: the vested interest of farmers in positive community engagement and being seen as a ‘good’ farmer; the need to manage farms prudently for future generations; the unique geographical and environmental conditions on each farm and their concerns about the lack of acknowledgment of differences across land types in New Zealand; and the unintended consequences of the new regulations for rural communities. Overall, the themes suggest that the way the policy was enacted conflicts with perceptions of a ‘good farmer’ and good farming practice, resulting in identity conflicts for the farming community and reduced motivation to adopt alternative practices. (shrink)