Exploring the Role of 'Intermediaries' between Non-Operating Landowners and Tenant Farmers in Promoting Conservation on Rented Farmland.

Promoting conservation on rented farmland is a challenge for stakeholders working with non-operating landowners (NOLs) and tenant farmers (operators). We conducted an online survey to identify stakeholders who engage with NOLs, and understand how their positioning as 'intermediaries' could be leveraged to help bridge the NOL-operator communication gap. A majority of identified stakeholders/intermediaries worked in government agencies, university extension, law firms, or farm management companies. Intermediaries believed that NOLs trusted them for several conservation activities, however, they believed that NOLs were more influenced by operators than by intermediaries. The message that engaging in conservation can help preserve the farm for future generation was perceived to be influential in motivating NOLs. Our findings suggest the need for a holistic approach to engage NOLs by accounting for trust in and influence of intermediaries and operators, and the salience of conservation messages and messaging when promoting conservation behaviors on rented farmlands.