Ensuring a reliable supply of healthy, affordable food· Turning the diversity of farming into a strength. Direct payments will be targeted more fairly between Member States, regions and farmers to take fully into account Europe’s different traditions, farming practices and rural economies.· Strengthening farmers’ position within the food chain, to enable them to get the best market price for their produce. Professional and interprofessional organisations will have new rights to be able to increase efficiency, and producer organisations will be supported to develop direct sales between producers and consumers.· Providing better protection against price volatility. Mutual fund and agricultural income insurance will be promoted. A new crisis reserve will deliver immediate help to farmers in the event of an economic, weather-related or other type of crisis.