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In recent years, agriculture has become an increasingly “hot” topic in environmental controversies. Gaining a new visibility in traditional media as well as in social networks, many activists and organisations criticize the destructive effects of intensive agricultural practices on human health, the living conditions of farm animals, biodiversity, and the climate. This article examines the deployment of a form of counter-mobilisation in the digital public sphere in response to this criticism. This counter-mobilisation relies on the production of solidarities between farmers and para-agricultural professionals, driven by a shared experience of criticism and a common need to respond. This paper analyses the transformation of political representation in the farming world and question the classic opposition between strategic versus discrete action of dominant corporate actors, as well as the spontaneous action of leaderless online social movements.