Abstract: The fast growing world population demands food to survive, and nitrogen-based fertilizers are essential to ensure sufficient food production. Today, fertilizers are mainly produced from non-sustainable fossil fuels<italic>via</italic>the Haber–Bosch process, leading to serious environmental problems. We propose here a novel rotating gliding arc plasma, operating in air, for direct NO_xproduction, which can yield high nitrogen content organic fertilizers without pollution associated with ammonia emission. We explored the efficiency of NO_xproduction in a wide range of feed gas ratios, and for two arc modes: rotating and steady. When the arc is in steady mode, record-value NO_xconcentrations up to 5.5% are achieved which are 1.7 times higher than the maximum concentration obtained by the rotating arc mode, and with an energy consumption of 2.5 MJ mol⁻¹(or<italic>ca.</italic>50 kW h kN⁻¹);<italic>i.e.</italic>the lowest value so far achieved by atmospheric pressure plasma reactors. Computer modelling, using a combination of five different complementary approaches, provides a comprehensive picture of NO_xformation in both arc modes; in particular, the higher NO_xproduction in the steady arc mode is due to the combined thermal and vibrationally-promoted Zeldovich mechanisms.