jats:titleSummary</jats:title>jats:pConcerns for rural land policy have widened from a focus on food production to include many other critical values, recognised as ecosystems services. But our governance institutions have failed to reflect this. Brexit provides the <jats:styled-content style="fixed-case">UK</jats:styled-content> with an opportunity to rethink the governance of rural land. This requires first an assessment of the rights and duties of land ownership. We should explore further the potential for augmented markets and payment for ecosystem services, but the public good character of ecosystem services means that the state will play a major role, through regulation, facilitation, funding and working in partnership with others. The principle of subsidiarity suggests that decisions should be made at different levels: national and local. National policy will procure services for which there is a national commitment or priority, such as for climate change targets or national parks. Local Environmental Governance Organisations will represent local values and priorities articulated through a natural capital plan. Procurement schemes will take account of the experiences gained from agri‐environment policies, extended to include partnerships or land purchase. It will take time to build these new institutions. We need more research but what is required now is a clear vision of the potential and a road map of the route towards it.</jats:p>