We present a rural Finnish case of nature conservation called the nature values trade (NVT) as an example of the process of changing ecological and cultural states and preferences of environmental policy. We emphasise the importance of local ecological and cultural circumstances for the formulation of environmental policy. The study shows how regional actors in nature conservation and forestry were able to combine forest ownership and nature conservation through authentic dialogue, and overcome a nature conservation conflict, brought about by conflicting international biodiversity goals and the cultural preferences of landowners. Later, their ideas were included in the National Biodiversity Programme and implemented as a pilot project by regional actors, which in turn affected the ecological and cultural state of nature conservation. The NVT reflected international and large-scale trends in environmental policy, and opened new opportunities for further developing environmental policy. (Contains 1 figure and 3 tables.)