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Imagining European agriculture after 2013 Reform, taking into consideration to this day preliminary remarks, it looks like we are aiming for a sustainable and more competitive one, a multifunctional activity aiming at harmonizing apparently contrasting challenges. Natural resources and food production on one side and sustainability and economic aspects on the other, have to be considered with a bipolar but complementary approach in order to build a balanced and effective CAP. Research and innovation technology will be essential to help and assist farmers during the shift from the conventional agriculture to a new shaped and competitive one.The issue this time is "Integrating public goods in CAP - the role of rural development measures”.