Promotional efforts can be effective in overcoming the educational barriers to adoption, which are plentiful. Farmers do not like the steep learning curve and many of the ranchers do not understand the underlying scientific principles of the ICLS strategy. However, the promotional efforts are hampered by a small budget, and it is unlikely that they will result in substantial adoption without the use of at least one other tactic.

Embrapa's strength is in development, with a secondary strength in training. They can be effective at communicating product benefits, but relatively ineffective at sales. Therefore, they should convince the government to encourage sales by means of financial incentive. Ultimately, the farmers and ranchers are rational actors. They are large landowners and corporations and therefore are driven by the profit motive. Tax and other policy incentives essentially created large-scale agriculture in the region. While the...

Moreover, because of the need for ICLS to be integrated as a holistic approach to changing agricultural patterns, the implementation will go more smoothly if Embrapa is solely involved in the implementation. Therefore, it is recommended that Embrapa, with their information-diffusion strength, should take the lead role in marketing ICLS. To assist in the diffusion process, government tax incentives should be utilized, to help overcome some of the trepidation among farmers who do not see the immediate benefits. Government agencies support the program, but there is question as to whether the funds will be there. However, from the government's perspective the program will pay for itself as increased yields will lead to increased exports, an improved tax base, and substantial savings on the $5.3 billion of environmental costs each year.