Crop advisers as conservation intermediaries: Perceptions and policy implications for relying on nontraditional partners to increase U.S. farmers’ adoption of soil and water conservation practices

•Crop advisers believe they have an intermediary role to play in installing and maintaining conservation practices.•Independent and retail-affiliated crop advisers hold divergent views on their respective roles to delivering conservation information.•Difficulties in collaboration between crop advisers and government agencies prevent crop advisers from promoting conservation policies and programs.•Future policies must more explicitly address whether and how CAs’ conservation contributions are incentivized, compensated, and/or overseen.