1. Core 4 Grower Research: An Overview Conducted by Market Directions for the Conservation Technology Information Center

2. Grower Focus Group Research Focus groups –Davenport, IA –Greenville, MS –Lubbock, TX –Goodland, KS One-on-one interviews –Washington, Arkansas, Penn., S. Carolina, Maryland, Indiana

3. Key Findings Recognize need to improve Water, soil and air quality are issues Profitability equals stewardship Consolidation will result in increased scrutiny and will speed adoption

4. Conservation Tillage Confusion on terms Recognize benefits: soil & water quality, profit Need information for cotton and wheat

5. Nutrient Management Livestock producers think “feed ration” Lack understanding of plan components Readily relate soil testing Precision farming (VRT) adoption is slow, but economics believed

6. Integrated Pest Management IPM equals “bugs” –No mention of weeds or disease with “IPM” Scouting is a barrier Lack trust in economic threshold –Lower yields equal lower profits Lack understanding of components

7. Conservation Buffers Least interest –Land out of production –Government restrictions –Low incentives Understand erosion & wildlife benefits Lack understanding of water quality benefits

8. Grower Phone Research National survey –250+ acres of primary crop Corn, soybeans, wheat, cotton –Regional NortheastE Corn Belt N Great Plains SoutheastW Corn Belt S Great Plains Delta Northwest

9. A Receptive Audience Source: Marketing Directions, Winter 1997-98 What contribution should each of these agricultural sectors have in solving environmental issues ? 1=no contribution; 7=significant contribution

10. How much impact do each of these environmental issues have on your operation? (7=strong impact; 1=no impact) Source: Marketing Directions, Winter 1997-98

11. How much help are the following practices in preserving or improving the environment? (7=strong impact; 1=no impact) Source: Marketing Directions, Winter 1997-98

12. How much influence do each of these have on the adoption of all four practices? 1=no influence; 7=great deal of influence Source: Marketing Directions, Winter 1997-98

13. How much influence do each of these have on the adoption of all four practices? 1=no influence; 7=great deal of influence Source: Marketing Directions, Winter 1997-98