In a context where the current system of crop protection is strongly criticized, various actors (both from the agricultural and the non agricultural world) are getting mobilized towards pesticide reduction. A diversity of incentive strategies are emerging to encourage changes in farming practices. We analyze three case studies in the greater Paris area to understand the forms of argumentation and the incentive strategies of local facilitators to encourage transitions towards sustainable practices. Thus, we show the diversity and the evolution of the forms of advisor services. Then we analyze the effects of these incentive strategies. Do they lead to a greening or to an ecologization of farming practices?