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This research paper examines the diffusion of the Direct Planting System (DPS) in Brazil, a high-productivity agricultural technique that reduces soil erosion and greenhouse gas emissions. The authors argue that while DPS offers higher revenues and lower costs without significant upfront financial barriers, its adoption is hindered by the need for site-specific adaptation. Using data from the 2006 Brazilian agricultural census and soil maps, the study demonstrates that geographic soil heterogeneity acts as a barrier to social learning, reducing adoption rates most significantly at intermediate levels of technology penetration.