Journal article: There is a significant gap between the rhetoric of claims about adoption of farm-level natural resource management practices and the reality. New empirical evidence of low adoption from several developing countries suggests that on-farm natural resource management practices face significant constraints to adoption, and that they deliver heterogeneous private and public benefits. Five recommendations are given to the research community related to: targeting; scaling-up; the proper role of research; trajectories of diffusion; and measurement of environmental impacts.