Ag retailers and Certified Crop Advisers are a trusted go-to source for farmers. How willing are they to help their farmer customers adopt cover crops? Our study found that 89% of agricultural retailers have offered cover crop products and services in the past two years, and 94% say they want to expand these offerings in the future. Despite this willingness, the industry faces barriers to making cover crops a prominent business segment. Datu conducted a survey and follow-up interviews to better understand these advisers’ role in promoting cover crops and see what it would take to expand that role.