What are and what drives the adoption of “enhanced conservation practices” on the farm? In this Purdue Commercial AgCast episode, Purdue agricultural economists Allan Gray and Brady Brewer discuss their recent research that examines the adoption practices of enhanced conservation practices. This study consisted of focus groups with farmers and agricultural retailers across the Midwest. Dr. Gray and Dr. Brewer discuss what constitutes an enhanced conservation practice according to the study participants along with what drives producer adoption and how retailers view their role in helping farmers analyze what practices they may benefit from adopting.