The multifunctional role of agriculture as a producer of collective goods in addition to food and fibre, has been stressed within the context of negotiations on the liberalization of the world market for food (WTO) and in general in discussions concerning restructuring of the agricultural sector. One of these collective goods, cultural heritage, is connected to agricultural practice and covers objects, sites and areas influenced by agricultural activity, as well as experience based knowledge of work, resource utilization and management. Agriculture is seen both as a threat to and a caretaker of cultural heritage. This double role is recognized in Norway, although the responsibility of the agricultural sector as a caretaker of cultural heritage is stressed. This article investigates the connection between agriculture and cultural heritage as expressed by public and private actors who define the policy agenda, namely the cultural heritage or environmental, the agricultural and tourism sectors. This is done by analysing explicit and implicit value judgements in central concepts like ''cultural heritage'', ''active agriculture'' and ''added value.'' The Norwegian case is compared to the international context. The analysis shows that within a Nordic context active farming and cultural heritage is positively linked and the farmer is seen as a major caretaker, while in documents from dominant international actors cultural heritage is seen as something on the side of active farming. Although differences reflect some actual variation in the consequences of agricultural practices, it is clear that concepts serve as "legitimizing tools" placing central actors within a specific political agenda.