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Abstract
Implementation efforts of novelties such as new land use facilities frequently involve controversy; even when adoption is expected to result in a more sustainable practice. This article analyses the overlaps of the discursive spheres of the project participants and the stakeholder groups of a proposed novel farm. This will shed light on the work involved when governing for the adoption of novelties. The analysis reveals that reframing and redesigning of the novelty are needed for social embedding. Through functional and conceptual alignment activities, the proposed novelty is aligned more to the perceptions and needs of diverse stakeholder groups.