The use of wind energy needs to be seen as "normal" TV chef Hugh Fearnley-Whittingstall told a major conference on green energy.
The "real food" campaigner called on more farmers to introduce renewable technologies when he addressed the symposium at Mount Edgcumbe House, in South East Cornwall.
He said: "We need to move towards the approach that wind energy and turbines are fundamentally normal. It makes total sense," he added. "We need to encourage the media to see this as a vital but normal part of the future."
Mr Fearnley-Whittingstall said there had so far been a lack of "rationality" about the debate on wind power, with turbines still a thorny subject for some rural communities and sectors of the media.
But he stressed the debate should move on from simply talking about visual impact and said: "Wind power is here, it's not about where we have it, but how we use it in the most effective way."
He said it was important for farms and businesses already using wind energy to promote those "success stories" to encourage others to follow suit.
"Then we have normality," he said.
Mr Fearnley-Wittinstall, who opened his River Cottage Canteen and Deli in Plymouth's Royal William Yard in 2011, addressed about 50 industry experts, green campaigners and media representatives at the debate, entitled Reframing the Conversation, and chaired by Western Morning News editor Bill Martin.
Stephen Gilbert – Lib Dem MP for St Austell and Newquay and Parliamentary Private Secretary to Energy and Climate Change Secretary of State Ed Davey – opened the debate. He said there was a "legitimate debate" about wind energy and other renewable power, and said it needed to be seen in the "wider context of energy security and reducing bills" and climate change.
"It's about making sure we protect the planet for our children and create additional prosperity in our rural communities," he said.
Mr Gilbert told the debate wind power and green energy posed "challenges" for local authorities, the media, farmers and the wider communities. He said some councils had failed to deliver "clear policies for renewables" and called for a "better framework across all local authorities".
The MP also said the media should resist the "temptation" to focus on bad news stories, and look at "success stories" too. He said organisations like the National Farmers' Union should concentrate on telling farmers about the advantages of using green energy.
"We need to do more to make sure the development of renewables is integral in the debate on the rural economy," he said.
And he urged the public, generally, to think about energy usage.
All this, he said, would "protect the planet for future generations, create jobs and develop rural prosperity".
Also on the panel was Maf Smith, deputy chief executive of Renewable UK, the trade association working with green technology companies.
He stressed green energy was important to combat climate change and boost the economy. And he said wind energy was one way of combating energy cost problems caused by using wholesale gas supplies.
"Wind energy is a way we can get ahead of that curve," he said.
Nicky Conway, principal sustainability adviser at the not-for-profit Forum for the Future, said her organisation surveyed 700 farmers and found 38 per cent were using renewable energy. But she said it was mostly large farms using green power, and she urged smaller operations to become involved too.
Author and Bodmin Moor hill farmer Robin Hanbury-Tenison explained how he had introduced wind and solar power to his farm.
"I believe that any farm can do this," he said. "I don't regret it."