diff --git a/packages/gatsby-source-contentful/README.md b/packages/gatsby-source-contentful/README.md
index d98ed8c9692e5..a20bb541d4796 100644
--- a/packages/gatsby-source-contentful/README.md
+++ b/packages/gatsby-source-contentful/README.md
@@ -135,10 +135,20 @@ like the following:
 
 ## **Beta** [Contentful Rich Text](https://www.contentful.com/developers/docs/concepts/rich-text/)
 
-If you want to use the new Rich Text feature you can opt-in by setting the following environment variable:
+Rich text feature is supported in this source plugin, if you want to serialize the field content to html you can add the plugin `@contentful/gatsby-transformer-contentful-richtext`.
 
-```sh
-export GATSBY_CONTENTFUL_RICH_TEXT='enabled'
+After adding the transformer plugin you can use the following query to get the html output:
+
+```
+{
+  allContentfulBlogPost {
+    bodyRichText {
+      childContentfulRichText {
+        html
+      }
+    }
+  }
+}
 ```
 
 [dotenv]: https://github.com/motdotla/dotenv
diff --git a/packages/gatsby-source-contentful/src/normalize.js b/packages/gatsby-source-contentful/src/normalize.js
index 942836833f856..70f61375271c7 100644
--- a/packages/gatsby-source-contentful/src/normalize.js
+++ b/packages/gatsby-source-contentful/src/normalize.js
@@ -402,7 +402,6 @@ exports.createContentTypeNodes = ({
           delete entryItemFields[entryItemFieldKey]
         } else if (
           fieldType === `RichText` &&
-          process.env.GATSBY_CONTENTFUL_RICH_TEXT === `enabled` &&
           _.isPlainObject(entryItemFields[entryItemFieldKey])
         ) {
           const richTextNode = prepareStructuredTextNode(