Abstract: General Secretary XI Jinping has repeatedly emphasized that “building an ecologically livable beautiful countryside will give farmers a greater sense of accomplishment and happiness in rural revitalization” .Under the background of the new era, it is necessary to cultivate farmers’ ecological happiness. Its theoretical logic is the inheritance and sublimation of Marxist dialectical relationship between man and nature, the promotion and innovation of China’ s traditional culture “harmony between man and nature” , and the continuation and development of the value concept of “harmonious coexistence between man and nature” , which provides a theoretical basis for the formation of farmers’ ecological values in the new era. Its value logic is embodied in the needs of cultivating farmers’ good ecological literacy in the new era, steadily realizing farmers’ happy transformation in the new era and solidly promoting rural green development in the new era. Based on this, optimizing the ecological environment, promoting the coordinated development of economy and ecology, innovating science and technology, popularizing the sustainable agricultural development model, perfecting the institutional system, and strengthening government support and policy guidance are the natural choices to realize effective cultivation.