Despite decades of promotion, the voluntary adoption of conservation practices on farmland is still low. There is a great deal of literature that focuses on farm and farmer characteristics that lead to greater adoption, but less work has been done on conservation information messengers. Evidence from farmer surveys indicates that farmers are greatly influenced by their private crop advisers. However, the exact role for crop advisers in promoting conservation agriculture remains unclear. Using social science data from Indiana and Michigan, this webinar will discuss potential roles for crop advisers in promoting conservation agriculture. It will also convey how acceptable these roles are among crop advisers, farmers, and public agencies.

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