For the last three decades, public agricultural policies in France and in Europe have progressively integrated environmental objectives through a wide range of instruments. Whereas a large body of research has examined the extent to which the greening of agricultural policies has shaped farmers' decisions and practices, few studies have considered how these normative policy orientations may trigger tensions within the agricultural bureaucratic apparatus, and notably among local farm advisors who play the role of interface bureaucrats. In this article, we have explored how farm advisors from different types of advisory structures develop multiple subjectivities and deal with the tensions that they face when navigating between policy goals, professional norms, and their personal beliefs and values. Drawing on plural qualitative methods, we focus on the implementation of two national public agroecological schemes in southwest France that support the emergence and facilitation of farmers' groups engaged towards agroecology. We find that organizational strategies shape the type of tensions advisors face and their ability to manage these. The type of policy instrument we considered also matters in the forms of creative bricolage that farm advisors develop: in the case of organizational instruments based on farmers' participation, maintaining relationships with farmers is critical to give meaning to their work. If such instruments enlarge the creative space of farm advisors, the schemes we examined also hold in-built limitations in empowering farm advisors as they fail to address the structural constraints that shape agroecological transitions.